Jaclyn Bingold ?(jebingol@syr.edu)
In today?s society, staying fit is among one of most peoples? top priorities, therefore making the fitness industry a thriving and successful one. Fitness companies have jumped at this idea and have filled the consumer world with an abundance of products and services such as gyms, personal training and exercise equipment. As in many industries, the public relations teams working in fitness must know their consumers and brand the products and services accordingly, but what sets this industry apart from others is the vast clientele. Fitness PR is all about branding.
The first major group of people who turn to fitness products and services are those who have not done so previously and are looking to change their lifestyles. These ?newcomers? to fitness are often anxious about a new lifestyle change and need to be eased into it. Public relations teams cater to this group by creating a brand that seems safe and encouraging. Planet Fitness is a company that utilizes this brand as it promotes its gym as a ?judgment free zone?. Jenny Craig has monopolized on this specific brand as well with their new ?My Days? program and campaign, where participants are allowed to eat regular food while also following the Jenny Craig meal plan. Fitness companies such as these have successfully branded themselves to create an image that will be comforting to ?newcomers? and those who are apprehensive to the joining the fitness world.
The second major group of people that fitness companies must brand for is those who are well-experienced in the fitness world and are more eager for a challenge in order to continue working on perfecting their health and bodies. The big difference between these two groups is that the public relations teams here do not have to worry about scaring off possible consumers. P90X and gyms that offer Cross Fit training programs and products both exemplify this idea, as they are not afraid to brand their products and services as tough work-outs that are not meant for beginners. This perception often excites fitness feigns and draws them in as consumers.
Although there is huge potential for success in the fitness industry, it is very complex. To be successful, a company must know exactly what type of group, whether it be beginner or expert, it is trying to target and craft their public relations and branding techniques in order to cater to their exact needs.
Source: http://newhouseprssa.org/2013/03/03/health-fitness-pr/
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