The 2018-19 ski season is right around the corner! Resorts will have ski lifts running starting in November. Winter sports enthusiasts across the country are gearing up for another season of memorable experiences out on the slopes. Is your brand ready to capture the attention of our premier affluent and influential national audience?
Author: AllOver Media
The fitness industry in the United States is booming. Over 54 million people pay for gym memberships each year, Visits exceed 5 billion. Memberships have grown over 18% since 2008 and are showing no sign of slowing down. That means the need for lots of places to work out, to the tune of over 34 thousand fitness clubs. Combined these facilities bring in over $24 billion in annual revenue.
A Look In The Mirror
According to the CDC, in the U.S. nearly 70% of people over the age of 20 are overweight. Attention and awareness for the importance of exercise and a healthy lifestyle is increasing and driving people to take action. Along with increased visits to traditional gyms, consumers that have shied away from those are finding other options. This includes boutique workout studios like OrangeTheory and CrossFit, outdoor boot camps and video do-it-yourself programs.
No Dominant Fitness Club Player
According to business intelligence provider IBISWorld, it is a fragmented and competitive industry. No company holds a market share greater than 5 percent. Fitness & health clubs outside of the top 5 make up over 80 percent of the market.
Gaining Marketing Traction
24 Hour Fitness is one of the largest competitors in the United States. Seeing the growing popularity of smaller specialized studios, they decided to work with an out-of-home advertising agency to promote its boutique-like programs to its members and people going to boutique gyms. According to an MMA case study, the campaign combined geo-fenced mobile ads and OOH units located within a five-mile radius of 24 Hour Fitness clubs.
Results: The mobile strategy in conjunction with the OOH targeting helped deliver hyper-local messages. The mobile campaign metrics gathered by 24 Hour Fitness revealed that combining mobile retargeting with the OOH campaign was a highly effective marketing strategy. Mobile click-through rates delivered in areas with OOH advertising were double the industry standard. The results of the study showed an increase of over 200 percent in visitation rates to 24 Hour Fitness clubs in both L.A. and San Francisco.
Click here to learn more about how OOH can boost the success of online, mobile and search marketing
AllOver Media’s unique resort media advertising platform has expanded to the hugely popular Steamboat Resort in Colorado. Steamboat joins AllOver Media’s exclusive list of the top 20 North American Ski Resort partners including Aspen/Snowmass, Beaver Creek, Heavenly, Jackson Hole, Mammoth, Park City, Telluride, Vail, Whistler as well as top European destination Courchevel, France.
Steamboat is a top 10 most-visited ski resort in the world that averages a million visits per year. Located in an authentic western town, it is a family favorite with skiing for all levels as well as lots of other activities for vacationers. Over 80 Olympic athletes call it home and take advantage of its legendary powder – including more natural snow than almost any other Colorado resort.
“Our partnership with AllOver Media will elevate the customer experience by providing mountain information in a clever and convenient space,” said Dave Hunter, Vice President of Mountain Operations for Steamboat Ski & Resort Corporation. “Having trail maps front and center on the lifts of Christie Peak, Elkhead and Sundown will make it easier for guests to explore Steamboat’s trails and plan their mountain routes.”
The holiday season is a time when we know consumers are spending. Almost every year holiday retail sales are predicted to outperform any previous season. Online and mobile won the holidays in 2017. eMarketer reports that US retail ecommerce sales jumped 17.8% during the 2017 holiday season, a big increase that helped push total retail sales up 5.5% in November and December. They originally expected ecommerce to climb 15.8% and total retail growth to slow to 2.0%. (1)
State and local agencies along with supporting organizations are pulling together plans for driving Open Enrollment sign-ups this Fall. Starting November 1 through December 15, people can sign up for coverage through health insurance marketplaces. 11 states run their own exchanges, the other 39 use Healthcare.gov. States are working towards lowering the number of uninsured and reducing the overall costs of healthcare.
Marketing Open Enrollment
Outreach, PR, and advertising are tactics used by states to drive awareness. States using the federal exchange saw marketing dollars from the federal government cut by 90 percent last year. To fill the gap they are pulling together a mix of state funds and volunteer organizations to continue to reach the uninsured with information about signing up. Groups like Cover Texas Now, a coalition of consumer and faith-based organizations, have formed to pull together volunteers to help.
Marketing budgets vary in states that run their own exchanges. They are independent in planning and executing their strategies. According to Peter Lee, executive director of Covered California, their state plans on spending $111 million on outreach that includes TV, out-of-home, and experiential marketing.
Reaching The Uninsured
It can be challenging to reach uninsured people that are typically underserved. They are not a priority for traditional media. AllOver Media has the ability to reach these markets and deliver messages about healthcare options. We work with state and local governments across the U.S. to help deliver information about health initiatives that get people to take action. Gas station advertising, indoor advertising, and door hangers are efficient and effective ways to reach local populations.
Prepaid wireless and no-contract mobile services continue to grow in popularity. Forecasts indicate this trend shows no signs of slowing down. Even major providers like Verizon have embraced prepaid plans. Prepaid customers, who typically bought less pricey phones upfront, generally were provided slower data services. But that’s changing. In the past prepaid customers generally were provided slower data services. Roger Entner, chief analyst at consulting firm Recon Analytics explains that “prepaid users are getting more 4G data at cheaper rates than ever. When you look at the fighter brands (Cricket and MetroPCS, the most aggressive), you see the old days of prepaid being more expensive (per megabyte) than postpaid are gone.”
Getting Customers To Switch
At any given time, over 25 million people in the U.S. are planning on changing their wireless provider. That presents both a challenge and an opportunity for carriers that want to keep their current customers but also add new ones. Since prepaid wireless customers aren’t under any contract, the opportunity to get them to switch carriers any given month is constant. T-Mobile CEO John Legere has indicated that he expects the prepaid battle to heat up.
“We’re killing it in prepaid,” Legere said. “The majority of our growth is on MetroPCS, as opposed to our other brands.”
Prepaid Wireless Marketing
In the past providers drew distinct lines between their prepaid and postpaid customer segments. Marketing lines have now blurred, analysts say. Many prepaid plans renew automatically every month. Phone financing plans still lock in postpaid subscribers, but it’s easier for consumers to exit deals. Marketing priorities are now aligning with trends showing prepaid growing at a rapid pace. In 2016 the big four U.S. carriers added about 2 million net prepaid subscribers over the first nine months of the year, translating into year-over-year growth of about 70%. In comparison, postpaid subscriber growth slowed down by 30% year-over-year during the same period. Winning the prepaid market is now a key to growth for any wireless carrier.
Looking for ideas on marketing wireless services? Take a look at some of our capabilities and examples of our work.
Memorial Day weekend marks the unofficial start of the summer vacation season. Family vacations, weekend adventures and trips to the cabin all make up part of the 1.7 billion personal trips for leisure purpose logged in the U.S. last year (1). State and local tourism agencies across the country are vying to attract travelers and the discretionary dollars they spend on food, lodging and activities. Each has a story to tell about why they can offer the experience people are searching for. Many need to create awareness for what they can offer prospective visitors and change existing perceptions about their destination. Truckside advertising is a powerful option for tourism marketers.
Back-to-school and college shopping means big business for retailers. It ranks second only to the winter holidays with a total combined spend (college and high school) expected to reach $83.6 billion. According to Deloitte, 50% of school related annual spending happens during B2S. Reaching shoppers at the right time and place is critical to seasonal success.
Getting people to think about their health and take positive action is a challenge in healthcare marketing. According to Managed Healthcare Executive, most people believe they are much healthier than they really are. They describe the “dilemma of ‘health inertia’…getting people to face personal health challenges, adhere to a plan of action, and stay motivated to proactively deal with their health.” Yet most of what we see in messages from healthcare providers focuses on educational-based efforts and overly clinical details about conditions and treatment. In their analysis, providers need to focus on communications that reach people on an emotional level that inspires action.
Many providers are focusing efforts on wellness to connect with their community. This includes offering classes on exercise and nutrition. In a recent whitepaper from Smith and Jones, they make the case that healthcare organizations need to take this a step further through more collaboration with organizations and consumers in their markets. People may be more inclined to take steps to improve their health when they see accessible program options that are focused on positives.
Using Social To Drive Engagement
Another growing healthcare marketing option for reaching people is social engagement. Current trends show the value of healthcare companies building their own social communities to interact directly with consumers. Creating stronger relationships improves participation in health initiatives and provides opportunities to more closely monitor current health issues locally. Participants can be motivated by activities like healthy reward programs, community competitions, and gamification.
How can a healthcare provider get the word out about the services they provide to people that are most likely to be responsive? Out-of-home advertising has proven to be an effective way for healthcare providers to reach their core community, inspire people to take action, and drive both online and social media engagement.
Click here to see examples of our work.
Many businesses benefit from convenience store advertising (C-Stores) because we can successfully reach the right audience for you. We can help you get a mass amount of visibility out into a market very quickly and communicate a promotion or brand message to the people you need to influence. The average consumer stops within 1-2 miles of where they live and work. We use this location information to target your ads by age, income, ethnicity, and more.