Police in New Hampshire arrested a man at a Planet Fitness health club last month after he stripped and began yoga-ing in front of other patrons.
Naked yoga isn’t my thing. I don’t want to do it. I don’t want to see it.
(And I feel bad for the customers who were disgusted or threatened by this maniac.)
But I also have to hand it to the guy…
As police hauled him away, he acted all innocent and said, “I thought this was a ‘judgment-free zone.’”
That’s funny.
You see, Planet Fitness plasters the airwaves and internet with ads promoting itself as, yep…
…“The Judgment Free Zone.”
(You can see a bunch of the ads on the Planet Fitness YouTube Channel.)
Planet Fitness has 1,500 locations and 10 million customers.
The ads have a lot to do with that success.
The ads work, not because they’re funny. Funny ads are dime-a-dozen, and many of the funniest don’t drive business.
Planet Fitness ads work because they speak directly to the prospect.
They say to the prospect, “I know you. I know exactly how you feel. I understand your fears and anxiety. I have an answer for you…”
All successful marketing starts with knowing your prospects. That’s true with for-profits, nonprofits, business-to-consumer and business-to-business organizations.
Most unsuccessful marketing starts with product and service pitches: “Here’s the product or service I sell. Here are a few features. Wanna buy?”
Watch the Planet Fitness ads. No mention of treadmills or barbells or yoga mats. Just stories that say, “I know you.”
Tom
MarketVolt
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