Best practice from The Communications Agency.
Esporta needed to drive new member acquisition in the busiest period for health clubs – the New Year.
It needed a campaign that would stand out from the conventional gym advertising and support Esporta’s premium positioning and luxury club offering.
It also needed a campaign that could be flexed to the individual needs of all 55 clubs and incorporate fast offer updates to respond to competition in the marketplace.
Research conducted by The Communications Agency helped it to identify a core target audience who are typically females of 45 plus years of age. Additionally, the agency found that conventional gym advertising featuring young, attractive models was actually a turn off for this audience who felt they would feel out of place in a gym full of twenty somethings.
The Communications Agency and Esporta decided to focus the campaign on people within that target audience who would like to be a little fitter but don’t always follow through.
By focusing on this marginal group - those who don’t automatically reject the idea of Health Clubs but aren’t existing keen gym members – the agency predicated a higher return for a limited media budget.
Consumer insight showed that there are moments in everyone’s life when they wish they were a little fitter, or a bit slimmer or just a bit more confident.
The Communications Agency decided to use this insight to ensure the campaign would appeal directly to Esporta’s target audience. It developed the line ‘One day you’ll wish you’d joined Esporta’ for the campaign and set about developing executions across a range of appropriately targeted media.
To steal a march on the competition, who had predicted bigger media budgets, the agency and client decided to start the campaign early by launching on Boxing Day (December 26), rather than waiting for the traditional New Year’s Day (January 1).
They also decided to maximise the efficiency of media spend, by micro targeting all media to both the target audience and the locality of each Esporta Club location.
The campaign launched through regional press advertising; each ad was personalised to that media’s local club(s), both in creative and offer. A door-to-door campaign was developed using a tightly defined Mosaic customer profile, mapped to proximity of local clubs.
Online activity made use of a range of rich media formats, including expandable banners and MPUs. These were location-served to consumers using IP address information and incorporated Google maps technology to show people where their local Esporta Club was, without them needing to click out of the site they were accessing.
To support the national campaign the agency developed a toolkit of local marketing for each club, including posters, flyers, external banners and table talkers.
These included new member offers for flyers and external banners and MGM offers for those items within the club environment.
To upweight the effort and support key clubs, there was an experiential element to the campaign, to capture people who were shopping, or on their way to or from work.
This element of the campaign featured teams in branded outfits interacting with members of the public and incentivised them to visit their local Esporta Club with free day passes.
The campaign was supported with homepage banner activity and MGM emails to existing members.
To ensure the campaign was supported at each club, a sales incentive programme was also put in place, which launched at the sales conference in early December.
This previewed the campaign creative and communicated strong sales incentives.
The campaign ran until the end of February 2010 and the initial results were very promising
By the second week of January over half of the 55 Esporta Clubs had exceeded their new member acquisition targets.
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