Best of Club Marketing Ads - Goodlife Fitness
What was the approximate cost of the ad campaign (design, print and distribution)?
About $300,000, through newsprint, unaddressed ad mail, radio and outreach flyers.
What kind of feedback did it generate from members, colleagues and the general public?
Overall, it was widely accepted. Colleagues agreed that it was an “in your face” campaign. Current members thought it was funny. It was well accepted by the general public, however, in Winnipeg (a conservative market) we received a few concerned calls.
Why do you think it was successful?
3 reasons:
a) We succeeded financially - We exceeded our monthly goals for new memberships.
b) We succeeded creatively - It was widely talked about throughout the office and the clubs generating an overall positive vibe regarding concept and creative.
c) Strong offer - We chose to carry over our price point from our Anniversary April offer of “Get started for 28 cents.”
What would you differently next time?
Creatively - Look at using a different female on the front.
Marketing – Possibly incorporate one of our widely accepted price point offers.
Distribution - Fine tune our targeting techniques to save even more money next time.
Popularity: 19% [?]
