Your client working out at a health club
Attendance surges after the Games, which inspire folks to get fit
August 12, 2012
The incredibly fit athletes on display at the just-ended London Olympics inspired many people to get back to the gym in an effort to shape up themselves.
Those health clubs are a venue where advertisers can target a very attractive active audience.
Gym audiences are affluent, with a third making $100,000 a year or more, and the crowd is also fairly young, with just over half of members under the age of 45.
There are a number of options for marketers at health clubs, including signage and ads on digital video networks, as well as product sampling or sponsoring en event such as a 5k run.
To find out how to get your client at health clubs, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Advertising at health clubs.
There are a handful of companies that run advertising networks at health clubs, though some clubs handle advertising themselves. Out-of-home agencies can also negotiate campaigns with individual clubs.
How it works
The simplest way to advertise at health clubs is on traditional static signs, usually running 17-by-22 inches in size. Signs are placed all around the clubs, from common areas to weight rooms, and advertisers can target men or women on signs in locker rooms.
Other options in the locker rooms include branded hand sanitizer kiosks and branded soap dispensers in showers.
Many clubs have TVs that air broadcast and cable channels, and some clubs have the ability to insert targeted ads during commercial breaks on those networks. This could be a traditional 30-second spot, an animated flash ad or a still photo.
Brands can also do sampling at health clubs, either by having the desk attendant pass out a product as they check members in or by setting up a table where street teams can interact with members.
Sampling is often used for health-related products, such as a sports drink or energy bar, but it can be used by other categories as well. Toyota has used health clubs to allow members to test drive a new model of car, and Nintendo goes to clubs to let members try games on its Wii console.
Brands can also sponsor events organized by health clubs, such as in-club classes or basketball leagues. Some clubs also hold events with sponsors such as a triathlon or 5k run, and sponsors get the advantage of being a part of the marketing leading up to the event.
Finally, companies can put their names and logos on guest passes offering a free session at the gym. These can be distributed at the gym or in other locations using street teams.
Health club campaigns can be executed in any major market.
Sixteen percent of the population, or 50.2 million people, belong to health clubs in the U.S., according to The International Health, Racquet & Sportsclub Association.
Also, 30 percent of Americans plan to increase spending when they join or re-join a health club, according to a study by the Physical Activity Council.
How it is measured
Health clubs track how many members enter the club each day to estimate impressions. They also track how many people attend sponsored events, such as triathlons or 5k runs.
What product categories work well
Recent or current health club advertisers include retail, nutrition products and supplements, health foods, insurance, beverages, athletic apparel and auto.
Among adults who belong to health clubs, 48 percent are male and 52 percent female, according to Scarborough Research.
Twenty-one percent are ages 18-29, 31 percent are 30-44, 34 percent are 45-64 and 14 percent are 65-plus.
Sixty-eight percent have an annual household income of $50,000 or above, with 51 percent at $75,000 or above and 33 percent at $100,000 or above.
Making the buy
Lead time is typically three to four weeks.
Pricing varies on a number of factors, including the size and length of the campaign. CPMs can range from $8 to $25. Signage ranges from $200 to $400 per month, per sign.
Who's already been at health clubs
Current or recent brands that have advertised at health clubs include Best Buy, Nestle, Ford, State Farm, Lexus, Chase, Samsung, adidas, Pepsi, New Balance, Garnier, Muscle Milk, Toyota, Mattress Giant, Motorola and Starbucks.
What they're saying
"People who regularly attend health clubs do so for one of two reasons, to stay in shape or for the social aspect. The consumers that are doing it for health reasons, they're leaders amongst their friends, they're the aspirational people. It requires discipline, it requires character and other positive attributes. They tend to be a little higher educated, and a little more affluent and proactive–the type of people who know the next iPhone is coming out." — Sherry Orel, chief executive officer at Brand Connections
Web site info
Muscle Up Marketing
Active Marketing Group
Tags: ads, advertisers, advertising, advertising at gyms, advertising at health clubs, Brand Connections, campaigns, chief executive officer, gym advertising, health clubs, out of home, out of home advertising, people, shape, Sherry Orel, target
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