The fitness franchise Curves is flexing is feminine muscles around its “Curves Works” slogan to reach out beyond its established client base with a new integrated marketing campaign that will target younger women with a promise of improved fitness.
The “I Am Curves Smart” effort created in conjunction with Publicis Dallas is centered around the Curves Smart personal coaching system which gives immediate feedback and progress reports to woman while they are working out’ There creative promoting the newly launch tool will be distributed online and through print, TV and radio.
Curves is hoping to expand its target to a more fit younger woman while still maintaining its current customer base, IN the past the notion might have been that Curves does not give as intense of a workout as another gym does. But this new technology adjusts the workout intensity to the personal goals of the individual.
Curves Smart can create a personal profile that is keyed into their membership card. They can then swipe the care with using different exercise machines to keep track of their progress and goals in real time.
The program also lets users track progress over a period of time to measure how close they are to reaching their goals, The campaign creative supports the idea that personal control of fitness goals and reliable measurement are attainable at Curves.
A total of banner ads reading “CurvesSmart now has a whole new way to keep you motivated – so you can reach your fitness goals” are running on everydayhealth.com, sparkpeople,com, Google, yahoo, Microsoft and live sponsored search.
TV ads will also future the concept of attaining a woman’s fitness and athletic goals. There will be 3 versions of ads going out showing a woman working out with the new system and looking satisfied, The 3 versions of these ads are to appear on woman oriented cable channels including Lifetime, Oxygen, HGTV and FitTV.
Newspaper ads around the same theme have already circulated in major and secondary markets, as well as radio spots in a more to drive registrations for the program to the more than 10,000 Curves locations.
The CurvesSmart campaigns will run through the holidays. The fitness brand expects that it will return with more promotions around the new year when people are thinking about New Years resolutions that involve new health and fitness strategies. They will be pushing that Curves is a good place for women to come and feel comfortable exercising because there are no mirrors and there are NO men.
Larson note: Going out of the fall running season into the later fall early winter eating and holiday season when women want to look there best, Note how they are hitting on 6 different channels to get the widest possible mass exposure they can. About all they are leaving out is target marketing.
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
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