Best of Club Marketing Ads - Cambridge Group of Clubs
| Advertisements that have been widely circulated and responded to are both entertaining and educational. Club operators (and their agencies or design specialists) submitting their favorite ads and commenting on their design concepts, success or lack of success, will benefit greatly by sharing and comparing with others for mutual benefit. |  |
Recognition and awards are being planned by Fitness Business Canada for Best of Club Advertising in 2007.
If you have an ad that has worked for you and you are willing for it to be published in Fitness Business Canada’s monthly FitNet electronic publication, please email us an image of the ad together with a brief comment on its planned design and how it worked for you. Use the highest resolution practical for transmission. (or send us a hard copy of the ad itself)
While all submitted ads remain under the owner’s copyright protection, the shared concepts and feedback will serve to inspire and motivate new creations that will ultimately benefit all.
The following ad has been submitted by the Coyote Marketing Group and the Cambridge Group of Clubs.
Coyote Group President Robert Wyatt comments:
“ ….. we determined that Cambridge Group of Clubs needed to avoid the price-based promotion that its competitors did constantly. Our focus was to build premium but unique brand images for entry-level Adelaide Club and top-end Toronto Athletic Club*. The result has been fewer but higher value prospects coming to the door. This means lower attrition, higher revenue per member and higher member referral rates. While this strategy would not work for everyone, the point is that it was - and still is - the best strategy for Cambridge Group of Clubs.”
*The Toronto Athletic Club is the new name of the downtown Fitness Institute. The sale of the two suburban Fitness Institutes by the Cambridge Group to Steve Roest and his associates included the Fitness Institute name.
Coyote Marketing Group is a full service marketing communications agency with a focus on marketing strategy and business results. Based in Toronto, Coyote has worked in a wide variety of product and service categories for more than 10 years. Contacts: Tel. 416 410 9000 Website: www.coyote.ca
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