Analyzing Digital Marketing Strategies: Core Fitness

Digital marketing is important in today’s growing digital era. This report will analyze four different elements of Core Fitness’ digital marketing strategy including; their online presence, their use of social media, their websites digital outcomes, and their mobile marketing presence. When it comes to digital marketing strategies, Core Fitness has done some things right, and has a few things they need to improve upon. The company has done a good job creating an online presence through social media and their personal webpage. They have also worked on adding value to consumers on social media sites. However, with all of the positive things they have going they could work towards improving their personal website in order to engage consumers as well as work towards developing a mobile marketing strategy.

Presence in the Digital Market

Core Fitness both rents and owns space in the digital market. The company has had ownership of its personal website since 2002. Core Fitness has complete control over the content that is featured on their webpage. In addition to the website, Core Fitness also has a “rent” existence on several social media outlets. The company’s main webpage features links to both is Facebook page that currently has 2,478 likes, as well as a Twitter account with 114 followers. Both accounts feature updates, pictures, and general information about classes and personal training at all three of their locations.  While not featured on the Core Fitness website, there is also a YouTube account for the company that features promos and videos from some of their most popular classes. Overall, Core Fitness has done a sufficient job of creating a presence in the digital market.

Adding Value Through Social Media

Core Fitness does a good job of adding value for consumers on a majority of their social media. Core Fitness has presence on three social media outlets, Facebook, Twitter, and YouTube. While they are very actively adding value on both Facebook and Twitter, their YouTube account could use work. In the past three years, the company has only posted eight videos, most of which are posted six to nine months apart. The videos that they post are mostly promotional videos for a particular class, trainer, or the facilities. The videos do not add value for their audience. On both Facebook and Twitter, the company does advertise different classes that they offer. However, there is not an overwhelming amount. A large portion of their posts concerning the different services they offer are in relation to changes in the regular class schedule, and serve as a reminder to existing clients. Both the Facebook and Twitter pages average one to two posts per day. This is ideal as it will keep the company’s followers reminded without overwhelming their news feeds. In addition the the information about classes, Core Fitness has created different challenges on their social media to engage their customer base. They recently ended a Core Fitness 21 day Push Up Challenge where each day they would post a challenge count down as well as an inspirational quote or fitness fact for each challenge they create a Facebook Group for their members to join and share their own experiences. This is a great way to engage your audience and make them feel involved. The company also includes inspirational pictures, healthy recipes and eating tips, and activities such as Meet the Staff Thursday, and Ask a Trainer Tuesday. Core Fitness also launched a second Facebook page for their Skinny Jeans Program which helps their customers lose up to two pants sizes in eight weeks. Core Fitness uses its social media presence to add value and give consumers something extra that they will not get by visiting the gym or visiting the company website.

Digital Outcomes

A company’s personal website can focus on just one digital outcome or a variety of digital outcomes. A good website always focuses on creating a variety of different outcomes. While Core Fitness does not focus on just one outcome it seems to have a variety of micro outcomes without a macro outcome. The website is not focused on one big picture, which should be getting people to sign up for the gym. The only way to become a member is to visit the gym’s location, which leaves no way for the company to determine if their website is drawing in new clients. The website seems to be geared towards existing clients. The website does allow you to download class schedules for each of the three locations, read the company newsletter, as well as send inquiries and comments.  After browsing the site for several minutes you can find a link to the new member brochure hidden among paragraphs of text. While the site does offer several small digital outcomes, it does not have any way for the company to measure the success or usage. Overall, there is a lot of work to be done on the company’s website in order to improve their digital outcomes.

Lack of Mobility 

Core Fitness does not have a mobile strategy in place. While consumers can access their website via smartphone or tablet, the company does not have a separate mobile site that is easier to use and navigate on a mobile device. This is one of the first steps a company should take when entering designing a mobile strategy. Core Fitness is also missing a mobile application for users. Mobile apps are a great way to keep consumers involved. As a society we are moving into a more mobile era and it is crucial for company’s to establish a mobile presence.

 

Resources

Kaushik, Avinash. Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. Occam’s Razor. 12.3.2012. 

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