Why Having The Correct Plan For Your Marketing Is Essential Right Now
One of the biggest questions facing every fitness club owner right now is whether or not to run marketing materials during the COVID-19 pandemic. A recent article from Adweek (Click and register for the free-to-read version) has compiled 18 tips from advertising agency and branding experts detailing why marketing is actually essential for brands right now; so long as it’s done correctly!
Don’t Be Afraid To Quickly Pivot Your Messaging
Adweek noted that Visa had 80% of its marketing completed for the upcoming 2020 Summer Olympic Games in Tokyo. With those games now postponed until 2021, the brand had to quickly commission new ads showing the athletes’ athleticism - but now with them at home and washing their hands while social distancing.
Many of Sneeze It’s fitness clients faced a similar problem with their March marketing materials focusing on long-standing sporting events that, seemingly in the blink of an eye, were either canceled or postponed. Undeterred, many of these clients pivoted to new strategies involving flash sales, at-home workout classes, and more. By developing new marketing materials and running them as quickly as possible, some of these clients have seen their ROI skyrocket while their CPL dropped below $1.
Offer A Free Service To The Public. It Will Be Remembered (And Appreciated)
Adweek mentions brands like T-Mobile, Quibi, Apple, and HBO as just some of the brands that have started offering free services to customers in the last month while most of the country is stuck in their homes.
Many gyms we work with have reacted similarly, and found great success in producing free at-home workouts for members and non-members alike. Our clients have found that this is not only “the right thing to do” at a time like this, but that it also has helped to separate them from other brands (and competitors) that have not offered anything and thus, been perceived as taking advantage of its members.
Monitor The News As It Happens And React Accordingly
Adweek mentions Netflix and Buffalo Wild Wings as two brands that reacted quickly and carefully to create giveaways and lighthearted ads that resonated with a nation as it grappled with the idea of their daily routines being effectively dismantled, one news story at a time.
For most of our gyms and fitness clubs, watching the news and waiting for the eventual permission to reopen is the unfortunate reality right now. It’s an uneasy situation, both for the club owner and its members. However, clients who prioritize an open line of communication right now are receiving fantastic feedback. Regular updates by a club owner to all members - even if it is just to lend support or positive thoughts - can be an effective alternative to an increasingly confusing and unfortunate news cycle.
Sneeze It is here for everyone in the fitness community during this uncertain time. Please check out our COVID-19 Resources Page for materials we have found to be useful for our fitness clients. If you would like to discuss utilizing our marketing and lead generation services, contact us at [email protected] or [email protected].
To read all of Adweek’s tips, click here.