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.
6 comments:
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.
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!!
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.
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.
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.
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