Golds gym new years resolutioners9/14/2023 Golds Gym offers cardio theater, TVs everywhere, Zumba classes, yoga classes, all types of cardio classes, and a full large, nice locker room area with plenty of space to change your clothes, with a full shower complex. Let’s point out that Golds Gym has an advantage here. So let’s look at Golds Gym next.īefore we look at golds gym’s postcard. It’s important to contrast YouFit’s postcard with Golds Gym’s postcard. If it’s not fun, or entertaining… and if it might be uncomfortable: I’m not going to do it. Am I going to be changing my clothes in a bathroom? Now obviously I could go there and see, but it’s just not important enough to me to do it. Let’s just focus on boring.īut I also wonder if there is a locker room. I won’t make a comment about the green and purple colors right now. If you go there to work out, it looks boring. When you look at YouFit’s postcard, you don’t see TVs anywhere. What this tells me is the customers in this area like to be entertained while they exercise. They even expanded, and added a movie theater and filled it with cardio machines. Golds gym has been in the area for five years. When you look at these pictures, you see one TV in the entire place. They point out a potential business model issue. The problem with this card is the pictures on the back of the postcard. Offers are very important, because without them the advertisement cannot be direct response. Just $10 down, $10 per month - month-to-month, no commitment. The great part about this card is that it has a powerful offer front and center. YouFit’s postcard starts out with the headline “grand opening special.” Did I mention that I don’t care? The question is, is that group big enough to support formula CrossFit? If not, they will have to develop messages that are more specific to an audience large enough to sustain them. I think the thing that formula CrossFit has going for it is: even though this is a general message and the postcard isn’t that great, the people who are exercise fanatics and want to step up their game would go to the website to learn more. There could be headlines and messages specific to men as well. Now it’s obvious who the target market for those headlines is. “We will help you get the body he can’t stop thinking about! And, it just so happens, you’ll also be in the best shape of your life.” Or “there’s a little black dress with your name on it” or “Summer’s here and the time is right to be smoking hot in a bikini.” If they understood who their target market was, not just the area they live in, then they could make more persuasive statements, like this: The problem with this postcard is it’s trying to talk to a general audience. You can see the back of the postcard simply gives a couple more statements that explain what CrossFit is, and that I can try it 10 days for free. True, the government still classifies me as obese, but I think that has more to do with what I eat, than a lack of exercise. I do weights every other day, and mix in 40 minutes of cardio on off days. Before I go any farther, I should say that I am on an exercise program. That text clarifies what CrossFit is somewhat, but it still doesn’t make me want to exercise. Below, are the words constantly varied, high intensity, and functional movement. I’m sure it’s some kind of exercise, but I don’t care what CrossFit is. The headline on this postcard is, “what is CrossFit?” Every time I get a postcard, a sales letter, or any other form of advertising that says “grand opening,” I think to myself, “how is that a benefit to me?” The formula CrossFit postcard announces that there’s a grand opening. Golds gym has been open for about five years and this is the first mail piece I’ve received from them, and it was only in response to the grand openings of competitors.Īnyway, let’s get to it. But before I go into details, I want to point out that all of these companies should be commended for marketing to their local area. I’ll tell you what I think is right about them, and what I think is wrong. Now even though one of these came in February, none of them took advantage of society’s natural propensity to choose losing weight as their New Year’s resolution.īelow we will discuss the ads for Formula CrossFit, YouFit, and Gold’s gym. Over the past couple of months, we’ve gotten several postcards from gyms, who would prefer to be called health clubs.
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