Wednesday, January 05, 2011

Planet Fitness Commercial: You are NOT our customer

Planet Fitness' new commercial offers a funny take regarding the customers they are definitely not trying to serve. By telling us that they are not targeting the bodybuilder segment, they are trying to tell customers that they are the gym for average folks who just want to get more fit. It's a nice technique, and one that many firms often do not employ. Many firms are afraid to scare away any customer. In a way, this commercial reminds me of the "hostile brand positioning" technique described by Youngme Moon in her new book: Different, Escaping the Competitive Herd. In that book, Moon describes how some brands establish a distinctive positioning by purposefully making themselves hostile to certain types of consumers.

7 comments:

Mom said...

I've seen this commercial several times now, and each time I crack up. As someone who has done weightlifting and gone to a variety of gyms for many years, it's spot on regarding messaging to a particular clientele.

Brian said...

Planet Fitness is attempting to attract the "average folks" by portraying itself as hostile to the bodybuilding types. Agreed. However, why then would Planet Fitness be providing an orientation to a bodybuilding type?

Wouldn't Planet Fitness' execution be more effective if it had some other "unnamed" gym provide the orientation and THEN make the point that "Planet Fitness is your gym, not his"? If Planet Fitness is trying to establish its brand position as hostile to the bodybuilder types, why would it have a welcoming associate provide an orientation to a bodybuilder type AT Planet Fitness.

The point is humorously made, but these commercials may also serve as a lesson in how poor execution can erode a unique strategy. (Then again, here we are talking about it so perhaps the marketing worked!)

Ebony said...

The newest radio commercials are WRONG!! Can you say stereo typing??? Are you telling me that someone that takes care of their body and likes to work out can't read a phone book? The approach that the company is taking is degrading! I know many people, for example, police, doctors, and teachers that are in GREAT shape and they are smarter than the BRILLIANT marketing person at Planet Fitness. Stop and think of what message you are sending and how people will relate to it. I will NEVER go to Planet Fitness and I would rather pay more for another gym membership that will promote their services in a POSITIVE way!!

John P. said...

Agree with Ebony above. By no stretch am I a "body builder" but am athletic and enjoy working out. Been to many gyms and have friends in each of all types, from very out of shape to body builders I know to take steroids. I know many highly intelligent professionals that body build as a hobby. I doubt you were at the top of your class if you are marketing individual for Planet Fitness. Planet Fitness claims a "judge free zone", seems hypocritical to me. From what I have found in the many years in the gym environment is that the most judgemental of the individuals I've spoken to are the ones that are the ones who are not your typical "in shape" people, usually with judgment designated for body builder types. The body builders tend to be most empathetic and friendly towards others, typically looking to extend their knowledge to others that they find are attempting to improve their physical condition, like anyone else whom is good in their field of interest and passing along knowledge to others showing interest.

land85becky said...
This comment has been removed by the author.
land85becky said...

I think so many people just dont get it. Just about every gym is geared towards body building and PF is not, and they're not afraid to say it. PF is for the 97% of Americans who are not bodybulders. Why cant the lunks just go to powerhouse and let us normal people keep our normal gym. Oh I know why, because the other gyms charge 4 times more foe less equipment that is old and dirty because no one who owns them cares to maintain them or charge reasonable prices.

For the looneys who think PF has a problem with healthy people, since when Is focusing on doing lots of cardio and and practical weight training that won't destroy your joints unhealthy???? You really think bodybuilders are healthy just cause they look good?!?! GET REAL!!! have you seen the disgusting things they do to and put into their bodies to get those grossly unnatural results?? And most of them do so little cardio that they can't run to save their lives!! Stop hating on PF. If u don't like em then just take ur buisness to a place u do like. At least they make it clear who they're normal client is and is not so u dont waste ur time and money if it's not for you.

Ebony said...

Amazing... My entire point of my post was to simply state that stereo typing is wrong! Also I don't think I want to go to a gym where they degrade people. Children and adults hear degrading comments all the time. I don't need to hear them every other commercial on the radio. THANK YOU.