31% Lift in New Customers for National Fitness Brand
The most recognized brand name in aerobic workouts was struggling with declining numbers due to decreased relevance in the marketplace, a proliferation of choreographed workouts, and a lack of an effective marketing strategy. Tribune Direct was brought in to help.
In focus groups, current and former customers indicated that they preferred this client because “it didn’t feel like a workout”. Tribune Direct leveraged this into a promotion event focusing on this brand’s aerobic workouts as fun rather than work: Dancing. Direct mail and outdoor boards were developed to promote the dancing event.
The client saw a 31% lift in new customers as a result of the dancing campaign. The CEO called it “the best campaign we’ve ever run”.