What the Super Bowl Ads Get Right (and Wrong) for Gym Marketing
I love Super Bowl ads because:
- The stories.
- The humour.
- The emotion.
- They’re clever, quirky, and memorable.
But here are three things most gym owners forget when they admire them.
- First: those brands use very expensive ad agencies.
- Second: the brands and agencies have 12 months to plan and produce a single ad.
- Third: they’re already household names. Branding works because they’re recognised.
Here is the lesson worth stealing: quirkiness cuts through. Whether it’s comedy, warmth, or a moment that makes people feel something, it gets noticed. And most gym marketing is painfully safe and incredibly similar.
Here’s your test: remove your brand colours and logo and put your competitors in and would the consumer think any different?
Now unless your brand is Doritos, Coca-Cola, or Nike, you can’t afford to just be memorable. You need movement. You need the prospect to take action. And that doesn’t mean discounts. It means inviting people to engage: trial, comment, visit, ask, show up.
This week’s challenge (double-barrelled):
- Where could you be a little more quirky so your market actually notices you – internally or externally?
- What simple call to action could invite prospects to engage with you for the long-term goal of buying (at full price)?
Big brands teach us a lot and only if we apply the right lessons. You pay for your ‘advertising’ space too, so make it work for you.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.