David Langridge
Marketing within the Leisure Sector
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CUSTOMFIT & BIOAGETHE MASTERPLAN2nd October 2014
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CONTEXT
Who are FF and where are we on the rebrand ?
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INITIAL INSIGHTS: PRE REBRAND
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CATEGORY: DEVOID OF BRANDS
SAME KIT, DIFFERENT COLOURED BOX
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RATIONAL PURCHASING DECISION
CONSIDERATIONS WHEN JOINING A GYM IN THE FUTURE:
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CREATING A HABIT
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CREATING A HABIT
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THE REBRAND BRIEF
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RESEARCH AND TESTING
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FULFILLING HUMAN NEEDS
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CRACKING THE CODE
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Our Choice
PROVIDE ACCESS TO EQUIPMENT
orHELP PEOPLE TO
GO FURTHERIN LIFE
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OUR FITNESS EXPERIENCE NEEDS TO MATCH THE FITNESS EXPERIENCE OF OUR MEMBER
MY CURRENT FITNESS EXPERIENCE
My fitness places Digital services layer
Personal hardware
MY CURRENT FITNESS FIRST EXPERIENCE
‘I go to Fitness Firstonce a week’
‘And they bill me X monthly’
‘I go to Fitness FirstOnce a week’
‘I run to work sometimes,Play netball on Thursday and run round the park
at the weekend’
‘I have a Fitbit’
‘I use Withings’
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INTRODUCING
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BRAND SIGNATURES
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OUR USP
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PHASE 1: PILOT RECRUITMENT MATERIALS
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THE FUTURE
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PLAY BRAND VIDEO OUT ?
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Roundtable Question
Discuss this statement: A market position is only defendable if you are leading the market?
Marketing within the Leisure Sector