Upload
liam-keynes
View
21
Download
0
Embed Size (px)
Citation preview
H E A L T H C L U B M E D I AR E S E A R C H & I N S I G H T
Introduction• Our 18 years experience of
delivering effective media campaigns within health clubs, have afforded the opportunity to undertake research with partner clients & the health club chains
• The following provide insight into:[1] Visiting patterns[2] Venue usage[3] Audience mind-set[4] Media effectiveness
[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage
Research TopicsInsight
New Members
• “People joining health clubs in January is 65% higher than other months, down to them acting on their New Year's resolutions to improve fitness”
• “Over 100,000 people are expected to join in January, compared to an average of 63,500 per month across the rest of the year”
• “January also sees an average 40% increase in footfall”
Source: Deloitte - Health Club Benchmark Survey
New Members
• Around 250,000 members join Fitness First each year
• Of these 29,000 join in January
− Highest month of the year, around 12% of new members
− September & October are second highest with 25,000
member swipe tracking
Average number of visits per club by month
swipe card data
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
2000
4000
6000
8000
10000
12000
14000
Average weekly footfall
gate entry data
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec010002000300040005000600070008000
Average daily visits per club by month
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec050
100150200250300350400450
swipe card data
Weekly footfall figures
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
500
1000
1500
2000
2500
3000
3500
swipe card data
Average footfall across the week
Mon Tue Wed Thu Fri Sat Sun0
200
400
600
800
1000
1200
swipe card data
Average footfall through the day
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
0
20
40
60
80
100
120
swipe card data
% of new members joining
Fitness Industry Association - National Retention Report
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec0
2
4
6
8
10
12
14 %
[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage
Research TopicsInsight
Fem
ales3.
3
Mal
es3.8
On average 3.5 visits are made per week
Males are more frequent users of the gym
1 Vi
sit
3%
2 Vi
sits
24%
3 Vi
sits
28%
4 Vi
sits
22%
5 Vi
sits
18%
6 Vi
sits
2%
7 Vi
sits
3%
The Third SpaceGym usage - average number of visits per week
Under 2 hours
2 - 6 hours
6 - 15 hours
15 hours or more
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
26%
45%
28%
1%
Gym UsageHours spent in the gym weekly
• 1st - Treadmill• 2nd - Free Weights• 3rd - Bike/Weight Machine
Heavy
• 1st - Treadmill• 2nd - Weight Machine• 3rd - Bike
Medium
• 1st – Free Weights• 2nd - Step Machine• 3rd - Bike
Light
Heavy users - at least 7hrs per week
Medium users - 4-7 hrs per weekLight users - 1-4 hrs per week
The treadmill is popular amongst Heavy & Medium gym users. The Bike is popular across all user groups
Gym UsageWhere members spend most of their time
Free weights
Treadmill Bikes Weight machine
Step machine
Classes Rowing machine
Other cardio
Swimming pool
Personal trainer
Sauna
56%
49%45%
58%
25%
31%
38%
25%
4%0% 2%
51% 53%48%
34%
49%
43%
28%32%
8%2% 0%
Males Females
Males & females tend to use equipment such as free weights, the treadmill & bikes in equal proportion - but equipment & facilities such as weight machines, step
machines & classes have a gender bias
Gym UsageUse of equipment
Ladies gym area
Pool
Sauna
Classes only
Classes & main gym
Main gym only
0 10 20 30 40 50 60 70 80
4
2
4
9
17
70
5
3
1
7
19
66
PostPre
Gym UsagePercentage of members using facilities
Running
Cardio
Classes
Resistance
Pampering / Salon / Steam / Sauna
Stretching / Flexibility
32%
30%
26%
3%7%
2%
Gym UsageWhere members spend most of their time
[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage
Research TopicsInsight
Mind-set before the gym visit
94% of gym users have a positive mind-set on their way to the gym
%
Focused 39
Relaxed 30
Determined 23
Stressed 5
Receptive 2
Apprehensive 1
Members mind-set at the gym
Negative
Rushed
Relaxed
Alert
Positive
0%
6%
39%
43%
73%
% agree
Min
dset
How do you feel when you are at the gym?
Entertainment preference
Virtually three quarters of those surveyed listen to their own MP3 player at the gym, this is the runaway leader in terms of
media interacted with at the gym.
Listen to own MP3 player
Watch music channel on TV
screens
Watch general channels on TV
screens
Take own headphones to listen to gym TV channels
Watch sport on TV screens
None of these
72%
25%21% 21%
15%10%
%
Reasons for Membership
Fitness 39
Health & Wellbeing 32Weight loss / control 20 Training for sport
2 Body sculpting
6
%Change my body shape 62Be fit later in life
15New friends / social
8Going on holiday
4Want to play sport / improve fitness 4Getting married / special event
1Giving up smoking
1Health concern
1
Other responses <1% include being a new mum, time for myself & preparation for an active holiday
Reasons For Joining
Top Social Activities
66% of all gym users rate eating or drinking out as one of their top 3 favourite social activities
Eating or drinking out
66%
Time with the family
51%
Spending time with friends
46%
Going to the gym
42%
Playing sport32%
Shopping28%
Going to the cinema
22%
Going to music events
9%
Computer games
2%
Opinions on health living & a healthy diet
Interestingly, over half feel they should do more
89%
70% 66%
47%
90%
66% 63%54%
Lifestyle & dietary attitudesPre Post
The biggest increase from pre-post was to reduce carbs & increase protein
99%89% 86% 85% 83%
63%
78% 75%66%
98% 97% 94%87% 86% 83% 81% 79% 76%
Attitudes to weight lossPre Post
Knowledge (& commitment) to health & wellbeing
How strongly do you agree or disagree with the following statements?
“I consider myself very knowledgeable with regards to healthy living”“I consider my diet to be very healthy”
79% of health club members - “It's worth paying extra for quality goods”75% of health club members - “Sometimes I treat myself to something I don't need”80% of health club members - “I enjoy owning good quality things”52% of health club members - “Prepared to pay more for products that make life easier”68% of health club members - “If there's something I want I save up for it”70% of health club members - “It is important to be attractive to the opposite sex”58% of health club members - “I prefer to be active in my leisure time”58% check a number of sources before making a significant purchase55% of health club members are likely to buy a product if I can try a free sample of it first56% of health club members always look out for special offers
Useful TGI Statements
65% of health club members only shop at supermarkets that sell good quality fresh food
20% more likely than the average person to buy products they have seen advertised
31% agree - “When I see a new brand I will often buy it to see what it's like”
83% of the health club audience like the idea of travelling abroad
The male health club audience are 66% more likely to use face creams & lotions
The health club audience are 44% more likely to buy expensive perfume/aftershave
65% of the health club audience enjoy splashing out on a meal in a restaurant
Useful TGI Statements
[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage
Research TopicsInsight
Media EffectivenessCampaign Recall Figures
65% prompted 75% prompted51% unprompted 63% prompted
Media EffectivenessResponse & Redemption Figures
1,800 trials 19% redemption 7,500+ entrants
Combined Spontaneous Advertising Awareness
An eleven percentage point increase is seen in spontaneous advertising awareness for Maxitone from pre to post wave
Weight Watchers
Special K Slimfast Maxitone Store brand, e.g.
Boots
Reflex My Protein Max Elle
USN
29%
25%
18%
13%
2% 1% 1% 1%
29%
21%
15%
24%
3% 2% 2%0%
Pre Post
Prompted brand awareness of weight loss & diet supplements
Awareness of Maxitone sees a significant increase of 20 percentage points from the pre wave to post wave
79% 78%70%
41%34%
13% 9% 8% 8% 10%
95%90% 89%
61%
33%
7% 10%2% 1% 2%
Pre Post
Spontaneous mentions of Maxitone increase from pre to post wave
A bigger increase in general mentions of protein shakes highlights the campaign impact (the product, rather than the brand)
9%
7%6% 6%
5%4% 4%
2%
13%
3%
9%
4%
2%
11%
1%0%
Spontaneous Gym Advertising AwarenessPre Post
Key measures across the female core audience
87%
24%
21%
16%
59%
11%
64%
10%
5%
0%
30%
9%
Prompted Brand Awareness
Spontaneous Brand Awareness
Prompted Gym Ad Awareness
Spontaneous Gym Ad Awareness
Likelihood to Purchase
Brand Promoter
Female Pre Female Post
1 - Ex
tremely
unlike
ly 2 3 4 5 6 7 8 9
10 – E
xtrem
ely lik
ely
22%
9%
13%
3%
18%
12% 11%
4%
1%
7%
15%
1%
7%
4%
15%
12%
17%15%
9%
5%
Pre Post
Improving brand advocacy
How likely are you to recommend Pronamel in the future?
Pre-score = 4.4
Post-score = 5.7
Those who recall Pronamel gym advertising = 7.4
Intention to purchase
Which of these toothpaste products would you consider using over the next 3 months?
Pronamel
4%
18%
34%
Post Recall Gym Advertising Total Post Total Pre
All brand values see strong positive increases from pre to post wave
The largest increases are that Maxitone is a good source of protein and is relevant to those with a healthy diet.
49%42%
52%
39%46%
53%
37%
21%
74% 70%63% 63% 62% 59% 55%
42%
Brand Attributes - AgreePre Post
Enforcing brand core valuesI am going to read out a few statements about Pronamel.
For each one please tell me to what extent you agree or disagree?
Is a da
ily to
othpa
ste
Is scie
ntific
ally p
roven
Releva
nt to
those
with a
healt
hy di
et
Is rec
ommen
ded b
y Den
tists
Helps p
rotec
t teeth
again
st Acid
Eros
ion
Helps r
e-hard
en en
amel
Provid
es re
lief fr
om the p
ain of
sens
itivity
Is the
best
oral ca
re too
thpas
te?
48%34% 33% 36% 37% 31% 32%
15%
86%
67%75% 78% 84%
69% 72%
54%
94% 92% 90% 88% 88% 86% 80% 74%
Pre Post Recall Pronamel Gym Ads
Chart shows those who agree or strongly agree with each statement
Effectiveness of gym mediaVirtually half of all gym users notice the advertisements around the gym, a third are more likely to try products advertised at the gym.
I am more likely to try products advertised at
the gym
I notice the advertisements around the gym
Products advertised at the gym are always more relevant to me
When a product is advertised on TV and at the gym I am more likely to purchase it
43% 33% 27%30%
Sampling to a receptive audience
• 96% of respondents have used or will use the sample
• Of those people who noticed the adidas product sampling in reception, 43% said it would make them more likely to buy the product in the future
• 20% said it would make them a lot more likely to purchase
• According to Nielsen research, 72% of health club members report that they love getting free samples at their club; they feel it is a great place for them to learn about new products & brands that support their active, healthy lifestyle
Openness to advertising in gyms
When at the gym, do you tend to be more or less likely to notice advertisements?
A lot less likely
A little less likely
No difference
A little more likely
A lot more likely
0 5 10 15 20 25 30 35 40 45
11
9
17
39
20
12
14
27
27
15
PrePost
%
Media formats noticed in a health club
Which formats have you noticed today?
11
12
20
2241
55
68
71
Booklets in dispensers
Sponsored exercise classes
Sticker ads on door & mirrors
Free postcards in racks
TV ads in changing rooms
Any TV ad
Large advertising posters
Any poster ads
Gym posters compared to other outdoor formats
‘Posters in the gym’ score an impressive 75% attribution, higher than outdoor posters, billboards, press & supermarkets.
Posters in gyms
Posters or billboards
Magazines
Supermarkets
0% 10% 20% 30% 40% 50% 60% 70% 80%
South North
Total Post
• The OCS (Out of Home Consumer Survey), conducted amongst 10,000 people by Posterscope, shows that Health Clubs are a strong environment for targeting young professionals
• Health clubs score well amongst young professionals due to their high exposure to the environment & their receptivity to advertising messages
The ideal media environment
Response to the advertising
Agreed with the statement:
• I enjoyed seeing it 70
• It contained new information about 61 the brand
• It contained different information to 57 other ads
• The points made in the ad were 74 relevant to me
• The points made in the ad were 73 believable
• It make the brand seem more 58 appealing
• It made me more likely to use the 42 brand
• It made me think the brand is really 54 different from others
%