The captive-audience tactics of a marketing extroadinarre

Read on to see the new developments being made in advertising strategies

By David Moulf - 19th September 2000 - Back to News

The best way to reach an industry's target audience is a topic for hot debate. New concepts are dreamed up everyday, some so crazy they just might work.

The latest functional model can be found in the new generation of workout equipment propping up for trial in the USA.

"Workout equipment?!" you shriek. "Whoever came up with a hairbrained idea like that?". With a closer look, however, it is clear that the hairbrained thinker may in fact be a genius.

When exercising, it easy for your mind to wander... "Gee, i wonder how many stitches are in that piece of carpet?" When a new public notice about hair lice starts to look interesting, it seems this is the perfect time for a diversion.

The new equipment in development will allow gym-goers to watch tv, listen to music, or access the Internet as they complete their workouts. This system may allow for a portal into an audience that may be difficult to reach through traditional media.

There are three main models in production:

Model One: This prototype has a screen on which the user can watch television and the ability to listen to CDs or tapes.

Model Two: This version has a screen on which the internet is displayed.

Model Three:

This machine also has internet connection, but requires a log-on for eachuser. When the member initially logs-on, they are queried to name, age and weight, information which is used to target appropriate banner ads onto the screen.

Currently, these machines have been installed in more than 300 gyms and clubs, with 10,000 access terminals. The consumer response to these machines has been astoundingly positive. Not only are the users being entertained, they are recieving fitness results significantly better than those of members using non-interactive counterparts. In fact, members are nearly twice as likely to stick to their program and actually enjoy their exercise regime.

Gymgoers are paying for this service - with their attention. First they must fill out demographic information - to help the advertisers reach their target market. Second, when the program is first started up, each user is exposed to two minutes of targeted advertisements. Still, this trend is set to grow as big as cinema advertsing - with better effects.

Advertisers benefit in several ways:

An attentive audience suited to the target market

No wastage in methods of promotion which may not be as effective

End of session reports of exactly how many people watched the advertisement

A vast amount of research and development has created an innovative product that will truly benefit every player in the game.

Source: http://gippsland.com/

Published by: office@messenger.com.au

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