Business Studies

Promotion and Advertising

ANSWER

Marketing campaign for Planet Fitness

Planet Fitness is a fitness company established in 1992 that offers various group fitness classes and training to the public for a low membership rate. Unlike most other traditional gyms, Planet Fitness emphasizes participation than profit which makes it an attractive option for those who are trying to achieve better health through fitness. The Company plans to launch a Total Body Transformation program that allows individuals who want to lose weight or increase their body mass to attend different programs such as boot camps, cardio sessions, and other activities.

The campaign aims to promote a healthier lifestyle through CrossFit workouts to reduce health care costs for its clients. The complete experience will allow attendees to meet current employees of Planet Fitness and learn more about their services, such as personal training sessions, nutritional guidance, and weight loss programs. The campaign will also introduce Total Body Transformation, which includes fitness training with meal plans designed specifically for each client. The goal is to show how proper nutrition can help reach fitness goals by reducing body fat percentage, increasing lean muscle mass, or creating positive changes in the cardiovascular system. Along with these goals, participants will be provided with a gym membership or personal training sessions.

Time and Location

The event will take place at the Planet Fitness locations in New York. It will involve people coming in for exercise classes such as boot camp and CrossFit, where they can interact with other members while seeing the facility’s resources such as cardio equipment and weightlifting machines. The target market for this marketing campaign is New York residents who want to get involved in a healthier lifestyle but need guidance on achieving their goals through proper nutrition and fitness training.

The campaign will take place at the beginning of December as a weekend event. The boot camp will begin at 8:00 AM, and it will be followed by a CrossFit event that will last until around 5:00 PM. The first 25 attendees to register for the event will receive a free t-shirt. There will also be refreshments available at the end of each session, such as fruits, protein bars, and raffles with prizes such as CrossFit equipment or personal training sessions. A list of participants who attend both boot camp and CrossFit during the same day can earn discounts on their gym memberships, normally $100/month.

Marketing Campaign Budget

For this campaign, Planet Fitness will allocate $10,000 to the marketing budget. The funds will be used for venue rental fee (which is $2,000), t-shirts ($1000), food and drink supplies ($2000) as well as internet ads/campaigns on social media sites or local websites at $1,000.The Company will also have a print advertisement in local newspapers and flyers that will cost $3500.

Theme-Healthy Living

Planet Fitness has decided to choose this specific marketing campaign with an overall theme of “healthy living” because it is more likely to catch the attention of their target market, New York residents. The Company hopes that this campaign will also help them recruit new members and spread the word about “Total Body Transformation,” a fitness program dedicated to helping people achieve overall health by improving their eating habits and increasing physical activity. By choosing this specific theme, Planet Fitness is hoping to impact participants’ lives by making them feel healthier on the inside so they can feel better on the outside as well.

Ideally, the marketing campaign is a community outreach campaign that advocates for healthy living. The campaign is primarily digital but will also use print advertising to bring in customers. A community outreach campaign is a standard strategic approach to enable boost awareness of the products and services and build the brand. The marketing campaign is aimed primarily at individuals interested in these activities and intends to participate within the Company’s health transformation program. A community outreach campaign aims at specific people who are willing to engage in the activities advertised. The community outreach campaign will be effective over time because Planet Fitness aims to target people interested in health transformation programs and who want to participate within them.

Marketing Objectives

– Increase awareness of Planet Fitness services (personal training sessions, nutritional guidance, and weight loss programs). The marketing campaign will also help spread awareness about fitness programs offered by Planet Fitness with specific emphasis on “Total Body Transformation,” which teaches how to build lean muscle while decreasing body fat.

– Recruitment of new members for Planet Fitness. Planet Fitness will achieve the objective of recruiting new members by offering discounts on their gym memberships. The first 25 attendees to register for the CrossFit event will receive a free t-shirt which doubles as a coupon for $5 off any gym membership at Planet Fitness.

– Increase Planet Fitness revenue by 10%. The marketing campaign aims to increase revenue by 10% and achieve that objective by increasing attendance at our community events. This will be done through the online promotion of the free boot camp and CrossFit classes on social media pages for Planet Fitness and any other health-related websites dedicated to promoting a healthy lifestyle. In addition, we will send emails to registered participants of previous events or new attendees from past events, letting them know about more fitness programs from Planet Fitness. This aspect of the campaign aims to make people aware that there are more ways to stay fit offered by our Company, unlike some other gyms who fail to promote a variety of options including personal training sessions.

Target Audience

The target market for the campaign is individuals interested in health transformation programs over the age of 18 years. The target audience will include both genders since this is not limited to specific genders. This is because the Company’s health transformation program is for men and women of different age groups. Relatively, the campaign is intended to reach online and offline communities. Planet Fitness intends to reach the online community through social media posts on Facebook and Instagram. It will also be a matter of reaching the offline community by creating awareness about the program at different places, such as flyers posted at Planet Fitness. The marketing campaign is effective because it targets the desired demographic, which consists of people who want to become healthier through weight loss or bodybuilding.

Integrated Marketing Communications

The marketing campaign will achieve the objectives mentioned above by increasing brand awareness through online activities such as emails, social media platforms, and print media. Integrated marketing communications allow multiple strategies that reinforce and work together (Muhammedrisaevna, Bayazovna, and Kakhramonovna, 2020). Social media platforms such as Facebook, Instagram, and Twitter will help spread information about the health benefits of a fit body and encourage people to live a healthier lifestyle through better nutrition or increased physical activity. The first step is to post two images on Facebook and Instagram promoting the “Total Body Transformation” program, which shows before and after pictures of people who followed the fitness program. The graphics encourage users to visit our website to learn more about how they can become part of our fitness family through our health transformation program that helps them achieve their weight loss or bodybuilding goals. Additionally, there will be a post on Twitter about the free boot camp and CrossFit classes, so more people know about it and can register their attendance. The posts will motivate people to visit Planet Fitness by sharing their experiences with others who may be interested in attending the events.

The marketing campaign is intended to use as many online activities as possible such as emails sent out to registered participants or those who have already attended one of our events, advertisements for specific programs that Planet Fitness offers such as “Total Body Transformation” and social media promotion where two images are posted every day on Instagram and Facebook. These social media posts feature before and after pictures related to weight loss and bodybuilding linked to the website. The campaign will also use traditional media such as print advertisements available at the front desk of Planet Fitness for customers to pick up and read before or after their workout sessions. Ideally, the Company wants the marketing campaign to be sustainable over time, which brings the reason why there are as many tactics as possible, such as online promotions, emails, and print advertisements for the free boot camp and CrossFit classes.

Consumer Reach and Analysis of Behavior

Planet Fitness has the capability of improving by better consumer research and analysis of buying behavior. Ideally, understanding the market reach enables a business to make informed product and marketing decisions and how to use resources effectively (Chauhan and Abbasi, 2021). Therefore, there is a need for the Company to improve on how they conduct consumer research by contacting the target market about their attitude about how effective fitness programs can be in achieving healthier lifestyles. This way, Planet Fitness will have a clearer direction on presenting information regarding the activities to create interest within consumers who are willing to work out at the Company’s health transformations program. Additionally, Planet Fitness can improve how they adjust their marketing campaign depending on the results of the consumer research. For instance, if some people are not willing to participate in health transformation programs, Planet Fitness may want to direct them towards other fitness activities such as CrossFit or freeboot camps.

Measuring Effectiveness of the Campaign

The marketing campaign will be measured based on the number of new customers enrolled in health transformation programs. Therefore, if more customers are enrolling than usual, the marketing campaign is effective because customers are willing to physically exercise and work out for specific goals they want to achieve through these activities. Another way of measuring this effectiveness will be by looking at the number of online activities such as advertising on different websites or social media platforms (Bilgin, 2018). The number of times the advertisement reaches members of our target market matters will show how efficient the campaign will be over time.

References

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.

Chauhan, K., & Abbasi, F. R. (2021). Social Media and E-Commerce: A Theoretical Study of Factors Affecting Consumer Behavior of Social Media Buyers. Global Journal of Management And Business Research.

Muhammedrisaevna, T. M. S., Bayazovna, G. N., & Kakhramonovna, D. A. (2020). Goal and objectives of integrated marketing communications. Economics, (2 (45)).