Advertising

Starting and Online Fitness Group -

Segmentation, Differentiation, Positioning and Digital Advertising

• For this assignment, you are going to act as the lead marketer of a new online fitness business that will recruit new users to become members

• You will first select one segment that you would like to market the class to on the next slide

• Once you have your segment selected, please submit a one or two paragraph summary of how you would differentiate your classes, including a fun name.

• Examples of this could be –

– Friends for Life Fitness (Making Friends Segment) will allow users to join classes based on common goals (Most weights lifted at home, most miles run, etc) and have users record messages about their workouts to get feedback from other team members

– Gold Standard Fitness (Peak Performers segment) could set new members goals based an app that tracks initial fitness levels. Members could track improvement (Miles run per week, most weight lost, longest time in target heart rate zone, ect) to gain prizes

• Once you have decided on how to differentiate your class, come up with an advertising plan for your class – This should be a one paragraph summary

• Examples of this could be –

– Friends for Life Fitness will market using fun Tik-Tok 10 second ads showing users in Zoom fitness classes, with links to a website signup form

– Gold Standard Fitness will use a short video on Youtube showing user’s competing against other on the app, with a link to get more info

In summary, the assignment should include:

• Your selected Segment from the list provided and you company name

• A one or two paragraph summary of how you would differentiate your classes.

• One Paragraph on how you will market your class