Anytime Fitness India

Anytime Fitness India

About the brand

Anytime Fitness is a 24-hour health and fitness club headquartered in Woodbury, Minnesota. The company operates over 4,000 franchised locations in 50 countries. According to Forbes, Anytime Fitness was the fastest growing health club franchise in 2014. In 2015, Entrepreneur Magazine ranked Anytime Fitness first on its global franchise list.

Goal

Increase regular member engagement on social media platforms and encourage members to take a step ahead in building a better relationship with the brand.

Challenge

Usually, all the events, digital or not, are based around fitness challenges (Dance, Zumba, Yoga) which started to become monotonous for the members.

Campaign Idea

A photography contest, “Your Click Counts” where members have to take a picture with the Anytime Fitness logo in the background, and show their creativity through emotions in the gym, equipment usage, interior, exterior, etc, with a prize for the top 10 entries.

Outcome

More than 180 participants from different locations in India submitted their entries out of which the best 10 were selected and rewarded. Overall social media engagement increased by 22% during this event. Other than that, the event resulted in:

  • Greater brand loyalty
  • Member relation strengthened
  • Image bank with permission to use with credits
  • Happy members

Apollo Pharmacy

Project: AP Heroes Program – Content Modernization

About the brand:

Apollo Pharmacy started in 1987, is a part of Apollo Hospitals – Asia’s largest healthcare group. It is India’s first and largest branded pharmacy network, with over 3000 plus outlets in key locations.

Goal:

“Content modernization” to create a “100% digital learning portal” for the new joining members in Apollo pharmacies.

Challenge:

Traditionally Apollo Pharmacies trained their new members through face-to-face interactions and presentation-based schools like teaching models and the content was not suitable for self-digital learning.

Campaign Idea:

Redesign the old content present in the form of PPTs and PDFs into a fresh easy to understand all format.

Outcome:

All the outdated content which would result in a bad learning experience was redesigned into a fresh format with a highly updated user experience. Readability and visibility of the content were kept as a prime focus.

The user’s digital learning experience was of prime importance and a lot of visual aid was made a part of the content. Fresh images, videos, and animated videos to make topics easy to understand were created and used.

“Content localization” was also done. All the content was made in 3 different languages (Hindi, English, and Telegu) with a high focus on making medical terminologies easily understandable.

A Fitness Brand’s Digital Presence: An Indian Perspective

A Fitness Brand’s Digital Presence: An Indian Perspective

Now, the Digital Presence of any brand is a new normal. So the health and fitness sector is not an exception that can be left out. Everything is digital now webinars, dieticians, workout plans and fitness classes. So if you don’t want to left out you should be aware of these practices and start implementing in your business. There is a plethora of information about this industry which is accessible because of extensive digital marketing.

 

Digital Marketing With Indian Mindset:

You don’t have to be an expert to know that different people have a different mindset. And to grab customers in a new market that too in different geographic locations can be tricky so you have to plan your strategy carefully. Ask yourself different questions like: What is your focus point? What medium to prioritize? How to target your audience? How to grab the eyeballs? 

 

In recent times surprisingly and fortunately, India’s fit generation is very actively growing day by day. There is a huge potential in the market. You can follow this wave to grab that growing market of the fitness industry. But you have to use a unique strategy because of the Multiple moments of truth we Indians have. Let’s talk about this:

 

Multiple Moments Of Truth:

This term means there is an opportunity for an organization to make a difference whenever they are interacting with a customer. If we say that “moment of truth” is an opportunity in which an organization has to make an impression on a customer. Then there are touchpoints every human has if you press them that will help in getting those impressions. Well, it is very important that the company improve its customer experience as a whole, but defining those moments of truth and working to improve them can really do improvements to the customer journey. 

The process of buying something has changed. Now, people don’t just buy a product. It’s about forecasting memorable experiences from your favorite brand. There are multiple moments of truth with the Indian buyer like: 

 

  • First, they see a brand. 
  • Then they research it.
  • Take friends and relatives suggestions.
  • Will visit your store.
  • Compare prices with different brands. 
  • Then final anything.

 

So in this long journey, you have to give importance to each of the moments and plan your strategy accordingly.

 

Youtube Usage In Indian Marketing:

 

Indian fitness YouTubers have changed the entire game. Youtube has provided such a big audience for every business. It’s essential for the fitness industry because it’s driven by the visual content. There are more than 30 million fitness videos on youtube and plenty more on different social media platforms. There are so many people who have gained the status of fitness king and queen. When they started they don’t have any star status, professional equipment or any kind of production house. They are simply making videos on their smartphones and uploading them on youtube. Now they are doing so well. Let’s talk about some Influencers.

 

Who Are Micro-Influencers:

 

There are so many people who started on youtube early and now have gained so much of following on social media. They upload content regularly and everything they upload gets lots of engagement and likes. 

 

Some examples who are running their youtube channels so well.

 

  • Beer Biceps:

 Youtube Subscriber: 2.1 Million

 BeerBiceps by Ranveer Allahbadia is your ultimate Indian YouTube channel for everything from fashion to fitness to life coaching to motivational videos.

 

 

  • Guru Mann:

Youtube Subscriber: 1.6 Million

 

Guru Mann, the world’s first fitness professional who has launched 30+ free complete fitness programs with exercise and nutrition videos on the internet.

 

These have so much potential to promote your brand. But choose wisely which represents your brand well and can convey the message as you want him to.

 

What attracts new members?

 

Digital marketing can play a very important role in getting new members for your business. For that, you need a strategy which doesn’t look pushy or pricey. In India you can use certain content to show to your new members which might attract them are:

 

  • People are cautious about the crowd of the gym. So you can talk about your gentry through your posts.
  • Boast about the facilities you are providing like a sauna, steam, towels, cafeteria, and lounge, etc.
  • Don’t compete with your prices very frequently it can heart your brand image.
  • Create a sense of community that makes the environment of your gym so friendly and helpful that people don’t feel they are in a gym. Introduce different classes and push them hard to achieve their goals.
  •  Add value-added services in your packages like free diet consultant and Personal training sessions, make them believe that they are getting more in less.

 

Conclude

 

Well, don’t sit quite after selling a membership. Customer satisfaction has to be your top priority. Keep engaging with them by asking about their experience. Keep a review management system for your clients. So that you can get to know if something is wrong.

Digital marketing presence is very important because of its reach. Just keep in mind your audience you are serving.

Blog

Apollo Pharmacy

Project: AP Heroes Program – Content Modernization About the brand: Apollo Pharmacy started in 1987, is a part of Apollo Hospitals - Asia's largest healthcare group. It is India's first and largest branded pharmacy network, with over 3000 plus outlets in key...

A Fitness Brand’s Digital Presence: An Indian Perspective

A Fitness Brand’s Digital Presence: An Indian Perspective

Now, the Digital Presence of any brand is a new normal. So the health and fitness sector is not an exception that can be left out. Everything is digital now webinars, dieticians, workout plans and fitness classes. So if you don't want to left out you should be aware...

What brings more value, Trust OR Reach ? In Influencer Marketing

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How the fitness Industry Should Make Full Use Of User Generated Content?

How the fitness Industry Should Make Full Use Of User Generated Content?

For the fitness Industry, standing out in a fundamentally competitive and rapidly growing market is no easy task. With the constant growth of the Fitness industry, gyms and boutiques are all gathering to social media to promote their businesses. In 2019, a solid Social-marketing strategy is vital for growing your business – doubly so for fitness experts to increase their social media presence.

 

It is the visual marketing content which reaches the young TG,  drives in memberships and sales for the fitness industry.

 

The glamour of having a chiseled body and the fear of being unfit, are both being depicted through visual content and have an even greater impact when endorsed by an influencer. 

 

 

 

Who Are The Users??? 

 

 

Every single day your own customers are using social media for uploading photos and videos and they are checking in to your locations from their social accounts, telling their connections about their fitness life. They are also joining different Facebook Groups to connect with fitness subgroups for information, progress and even organizing workout sessions. 

 

 Apart from your direct user’s other users can be your staff like fitness trainers, and other employs who are using the gym. And you are privileged if some influencers live near your facility and are your regular member. If they are posting content on their handle it will be going to reach their audience and benefit your business.

 

 

 

How Can We Leverage The Same Content??

 

 

  • Share (With Permission): 

When you are sharing your user’s post on your business page. You are actually boosting his popularity which will motivate him to influence others. By this, you are indirectly creating urge into his friend’s circle of working out, looking good and want that advantage of getting featured on your page. You can really give the boost to your business by these practices.

 

 

  • Riding On Customer Advocacy:

Customer advocacy emphasizes on getting your existing customers to talk about your company and its product or services. Data shows that more than 80 % of the people search online before buying and having people advocating about your business or products really increases the possibility that those researchers will come back to you. 

 

 

  • Stories, The Bestway For Multiple Engagements Daily:

Instagram stories can multiply your engagement instantly. More than 500 million accounts interact with stories every day. And Instagram analytics provide you tools which can tell you how your viewers are interacting with your stories. You can plan the delivery of your post by analyzing the reports. The best part is you don’t have to hire someone to shoot. You are getting it ready without any efforts saving lots of money and time also.

 

  • Viral-ability:

Work on the text of your post share content that creates amusement and awe moment into your viewers. Images work very well to make your content look good. If you will do it right, who knows if you will get lucky, someone boasts about your social media handling of showing your clients hard work on your pages. These strategies sometimes get easily viral. if that happens it will be really worth it for your business.

 

 

 

Who Are Doing It Right???

 

 

1. Any Time Fitness:

 

Instagram Handle and Stats:

 

 

This fitness center is boosting Inspiration of a lot of people. With simple and beautiful IG posts of their clients, they are really doing their job well.

 

 

2. Shredz Women:

Instagram Handle and Stats:

 

 

They share the content of their client who is using their products. Making women stronger with their products, diet plans, and exercise tutorial. Content is very engaging and they have achieved the huge following in very less time.

 

 

Conclusion:

 

In today’s time, you can easily succeed if you know how to handle your digital marketing channels. Who is doing it right are ruling the market share. Be aware of what’s happening in the industry and don’t hesitate to adapt. But be aware not every strategy should be the same for every business change it according to your audience and goals. So be creative and try to grab a piece of that market shares with the above practices.  

 

 

 

What brings more value, Trust OR Reach ? In Influencer Marketing

What brings more value, Trust OR Reach ? In Influencer Marketing

INTRODUCTION:

Trust and Authenticity is a must in Influencer Marketing. If you are planning to succeed in the world of Influencer Marketing, you should not always be relying on your reach driven strategy. Engagement, Trust and Authenticity are equally important. The needs of consumer evolve, so Influencer marketing has to evolve to match up with those needs.

Let’s have a view on what are the different important parameters which are involved when we are selecting an Influencer for our brand. Is it face, name, or popularity? 

Or sum all that up and focus on the two aspects-

What is more, Important Trust or Reach !!!!

Your Influencer strategy should include some elements that give your brand the opportunity to build trust with your customers – they can offer real-talk, useful information and some personal experience with your products or services. You can only expect conversions when people begin to recognize and see your brand at the right place and with the right Influencer which can complement your product or services. It doesn’t matter if the influencer has a huge reach or not. But if he has a small community but more engagement then he is the right fit for you. 54 % of consumers believe the smaller the community, the bigger the influence.  

To get this right you need to focus on your Influencer marketing strategies. Which we will be discussing further:

Line up your brand with the right influencers:

Who is the “Right Influencer”? He is someone who –

  • Is trustworthy
  • He should share the excitement when they get your product.
  • Have good follower engagement, means at least 10 percent of their total followers are liking and commenting on their posts.

 


Dwayne Johnson is doing really good with Under Armour. He actually engages with his audience so well. If you will find someone with this parameter you will make a good long term relationship with that influencer.

 

 

1. Stop doing one-off tactics:

You have to stop if you are always going after new influencers. That’s going to engage a lot of your time, energy and money spent. You should think long term instead. Try to find someone whom you can trust and build a relationship, work with them for a while. If you will do this it will create a good relationship between you and the Influencer, and ultimately with your consumers.

2. Differentiate:

You need to differentiate your brand with the help of your influencer and both of you should find out how you can deliver value and provide a profitable result without losing authenticity. Successful Influencers marketing is all about trust. If you look at the fact only 22 % of brands are trusted. So you really need to take care of this whenever you are going to use this for your next marketing campaign.

3. Genuineness:

If you find an authentic influencer, he will not just talk about your product and services because he is getting paid for that. He might have used it himself before he came into partnership with the brand. He will even continue to talk about it after the campaign is over. This behavior of influencer brings authenticity and genuineness in them. And they should maintain it even after they become highly popular. 61 % of women won’t engage with an influencer’s sponsored content if it doesn’t feel genuine. So that’s why it becomes even more important. Their audience also looks up to them for their advice and reviews about the product or tip they are sharing.

4. Consistency:

Many Social media creators is a bit unorganized with their content scheduling, posting, etc. Sponsoring these creators may be risky for your business as they may not deliver posts on time. And in addition, they tend to limit their growth, because their audience is not aware when to tune in to watch their latest content upload.

Influencers who post their content frequently and work as per the schedule are more trustworthy for brands and their audience engagement is high comparatively. Which will also maximize the potential of your Influencer Marketing. 

 

CONCLUSION:

I can agree with you that Reach is something which is considered to be told campaign is looked upon it. But if you only look at the reach and didn’t take care of the other aspects that reach can do more harm then good. And until your Influencer doesn’t fulfill all the points the campaign will struggle to become successful. And lastly, review all your results and fine-tune your strategies with the interests and responses of your customers. After all, the customer is always right.