Many people are scared to start their fitness journey for many reasons, but one major reason is because they are intimidated by the large, busy gyms filled with people who seem to know what they are doing. In recent years, various types of gyms have been created to combat this uncomfortable atmosphere people encounter. One gym is Planet Fitness, whose tag line is "Welcome the Planet Fitness. Home of the Judgement Free Zone." Instantly this shows that this gym welcomes people from all types of fitness backgrounds and wants them to feel comfortable at their gym. If you visit their website and go to the about page, you'll find more information on their goal to make their customers feel extremely comfortable. They emphasize numerous times about creating an environment that avoids the typical "lunky" feel of a gym and utilizing staff members to ensure a positive experience. Planet Fitness hired an advertising agency that seemed to fit well with what they wanted their branding to look like since they showed an interest in wanting to show differentiation from other companies. "What we want to do with Hill Holliday is build on our momentum and marketing success and reinforce that differentiated positioning to make sure people understand who we are and why we're different and open it up to a wider group of people," said the senior VP-marketing for Planet Fitness, Jessica Correa. As someone who personally struggles with "gymtimidation", a workout facility like Planet Fitness is appealing because it provides you with a guarantee of comfort and no judgement the second you walk in their doors.
www.planetfitness.com/About-Planet-Fitness-Gym http://adage.com/article/agency-news/planet-fitness-taps-hill-holliday-creative-media/305478/
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Nike's inspires through Unlimited You campaign
Nike came out with an advertisement showing how athletes started their careers at a young age, not realizing how great of athletes they would grow up to be, and showing how they transformed into who they are today. This ad inspires those who may not realize the great potential they have and all that they could possibly accomplish. Nike captures its audience through the comical approach of the advertisement. Nike also has very well-known athletes in the advertisement to attract its customers. Nike typically sticks to intense, dramatic advertisements, but this one changes it up a little, which may attract a different audience and customer base than normal. The campaign previously released an advertisement of babies in their cribs labeled with famous athletes names. This ad was a precursor to this longer version that features babies in their cribs at the beginning of the commercial. Since people didn't know what the purpose of the babies in their crib was, it left them hanging waiting for an explanation, which came when the next advertisement came out. The precursor made the full ad more interesting and tied the campaign together. Overall, this campaign executed what seems to be its goal of intriguing its audience by creating an initial 'teaser' ad, followed by an ad that tied the two together, while using a light-hearted, less intense approach. A light-hearted campaign to show that people might not realize the potential that they have and inspiring them to keep working hard to achieve their goals is a powerful message to Nike's audience. https://www.creativereview.co.uk/the-athletes-take-over-the-ad-in-new-nike-commercial/ Kayla Itsines is an Australian native who had a passion for fitness and helping others, and turned it into a successful business that changed people's lives. Kayla used Facebook and Instagram to share her training and nutrition; she included client transformations, healthy eating options, and training tips, which inspired thousands to make a change in their lifestyles and become healthier. The workouts that Kayla uses are 28 minutes, with two seven-minute circuits repeated twice through, which allows people to get an intense workout in a condensed period of time. She says that most people see results in 12 weeks or less, which draws people in as they typically want to see results fast, and this plan helps people accomplish that. Kayla Itsines generally appeals to younger women who are trying to make a change in their life, yet are busy with school, work or a family. To combat the busyness, she has created 30-minute workouts that are promoted and easily accessible on social media, which helps target her audience and makes it easy for them to navigate. On her website, she has a blog within to show various success stories, quick and easy recipes, education and lifestyle posts, as well as exercises available to her audience. Itsines popular exercise guide is called, "Bikini Body Guide" and has taken shape to its nickname, "BBG," which has become a hashtag that her users/followers have started to use, which is an easy way for people to find out about her program. As Itsines has gained popularity, many people hear about her through the social media that she uses, as well as the interaction from those who have used and had a positive experience with her exercise and nutrition information. www.kaylaitsines.com/pages/about-us http://www.kaylaitsines.com/blogs/exercises/tabata-workout www.nytimes.com/2016/03/17/fashion/kayla-itsines-instagram-fitness-star.html?_r=0 Picture links: http://www.kaylaitsines.com/blogs/education/the-benefits-of-skipping-your-workout, Let's Talk Fitness | 'Leg Day' of My Free Week of Workouts by ..., www.nytimes.com/2016/03/17/fashion/kayla-itsines-instagram-fitness-star.html?_r=0, http://www.kaylaitsines.com/blogs/recipe/falafel-balls-with-yoghurt-dip-recipe
Top 10 Mistakes to Avoid When Leading a Healthy Lifestyle:
1. Comparing yourself to others
https://www.nerdfitness.com/blog/2013/01/14/5-mistakes-that-newbies-make-when-trying-to-get-healthy/ http://www.health.com/health/gallery/0,,20841828,00.html http://topyaps.com/top-10-mistakes-people-make-when-trying-to-get-in-shape |
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November 2016
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