When it comes to New Year’s Resolutions, most of us set goals to transform body and mind.
According to a New Year’s Resolution Study by ComRes, 38% of us want to exercise more, while 33% of us want to lose weight. If you’re a gym owner looking to harness the New Year weight-loss rush, why not consider outdoor advertising (OOH) as one way to reach the next wave of gym junkies.
Working on my fitness
OOH can help publicise your New Year promotions. Whether you’re an established gym advertising a New Year joining deal, or a new yoga studio looking to help people take care of body and mind – OOH works.
The beauty of OOH, and Bubble Outdoor’s marketplace, is that you can capture your audience where you want them. Gain attention as your target market quietly shivers at the bus stop, or right outside your establishment to get a spur of the moment sign-up.
Your health club’s unique selling point is everything. Offering free towels and hair straighteners in the changing room isn’t enough. The most important part of your New Year’s membership drive is to advertise with a clear offer to the right people in the right place.
Proven, effective OOH
The owner of Orangetheory Fitness in LA was a digital marketing convert, who needed something new to drive leads and gain new clientele for his gym. After a lifetime of avoiding traditional advertising based on a false idea that it wasn’t measurable, a friend prompted him to run a local outdoor campaign.
The creative featured short codes to drive SMS engagement – and overall the campaign achieved a 560% return on investment, proven by the short code tracking.
As more of us look for life balance over body balance, the health craze has to keep up with a new breed of customers. Mindfulness and yoga with a side of high-intensity training is the new thing. Promoting abs and low-fat diets are now less important than promoting body positivity and overall wellbeing.
Equinox’s ‘Commit to Something’ campaign aims to celebrate, committing to something. The campaign places less emphasis on ‘gym culture’ as much as being proactive. This campaign from Equinox seems to be their take on, you only get out what you put in.
Word of mouth referral
Some of the best ways to grow health and fitness memberships are word of mouth referrals. When you’re a new business on a membership drive, outdoor can help place your brand in front of mind.
While raising brand awareness is one of OOH’s strengths, it can also drive purchase consideration and gain those much-needed leads that will become your membership base.
Outdoor is one of the unique mediums that gains maximum attention. You can cut through the haze of consumer messaging in the optimum location.
In a study by Rapport, it found that almost half (48%) of the brands using OOH were doing it for brand building, with over a quarter (28%) for sales activation and under a quarter (24%) for both.
OOH is one of the most effective ways to build your brand. By understanding your audience it can help you to best choose when and where to share your message through outdoor advertising.
So, whether you’re launching a new protein bar, health food, yoga studio or cross-fit gym, OOH can help.
Bubble has access to over 30,000 outdoor locations across the country, in many different sizes and forms. You can choose the best location to capture your ideal audience with the click of a button, and the artwork is uploaded in a snap.
If you need more help finalising your OOH placement for your New Year health membership drive, just click here to walk through the steps.