I was completely ambushed by the abundance of Planet Fitness promotional materials draped around this year's (or was it last year's) New Year's Eve celebration in Times Square.
The celebrated color purple that the company's brand has sported since their genesis along with their famous slogan "judgement free zone" was plastered all over the stage and hats of the New Year's Eve celebration in Times Square this year, more formerly known as, "Times Square New Year’s Eve Celebration."
According to a Press Release submitted by Planet Fitness on November 9th, 2015:
New Year’s Eve has always been a time of new beginnings, and for many people fitness is a part of that, so this partnership with Planet Fitness is perfect for us,” said Tim Tompkins, President of the Times Square Alliance.
The company was also showcased throughout the official Times Square 2016 webcast, which was live steamed on TimesSquareNYC.org, TimesSquareBall.net, NewYearsEve.nyc and on many other sites as well hosting the event.
Planet Fitness is a gym franchise with over 1,000 locations I have written about in the past because of their superior branding, niched environment and pricing structure that ensures one can join this gym, never go, and not even miss the $10/month the company has used to emerge as one of the largest gym franchises in the world.
I love this campaign.
Being New Year's Eve is the traditional time for Americans to re-claim their financial, familial and fitness goals, (more than one-third of U.S. adults are obese), the biggest New Year's Event celebration being hosted in New York's Times Square is the logical place to promote gym membership in a "judgment free" environment.
The best thing Planet Fitness can do now is not screw up their membership acquisition as a result of these promotional efforts.
Big money ad buys such as Radio Shack's re-emergence during a Super Bowl ad failed horribly when the offers that were advertised were not consistent, nor were employees properly trained on how to input them into the system. As a result, the promotion failed, and eventually, so did Radio Shack.
So, while Planet Fitness will naturally have more employees on hand to handle new member tours, sales pitches to walk-ins and calls, they should also have an opt-in form on their website to capture the emails of those looking to get in shape, but perhaps not join a gym just yet.
I'd recommend monthly email fitness advice on how best to use the different machines and equpitment. This, along with some free nutritional advice, will ensure that anyone considering joining the gym will eventually become a member after only a few strategic email campaigns.
While it appears Plant Fitness isn't waving their startup fee of $10 following this campaign, a future email to prospects who may have been turned off by this fee today might surely join when it is eventually waved during slower seasons.
Overall, I'd say this marketing campaign hatched by Planet Fitness should be a tremendous success.
In my opinion, New Year's Eve is the Super Bowl for gyms nationwide, and Planet Fitness had the audacity and insight to broadcast their message to the country during this event, embedded in a wave of celebration, and new beginnings. I wish them luck!
If you're looking to shed some pounds and save some cash, join Planet Fitness today: http://www.planetfitness.com/
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