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zoommedia.com
ZoomFitness: Driving Sales at Sports Retailers
The ZoomFitness Video Network™ is seen on multiple overhead screens and can be heard through the ambient audio system throughout Zoom’s health club locations.
• Branded for each specific fitness chain
• Music that members workout to
• Health & wellness content
• Sports schedules
• Health club promotional announcements
2
The ZoomFitness Network
Video advertising options include Commercials or non-sound Digital Signage.
Zoom Television Commercials & Digital Signage
Backlit Billboards Experiential Programs
Zoom also offers fixed media advertising and customized experiential programs.
Retail TargetingZoomFitnessTM
has national coverage with the ability to geo-target around specific retail locations.
• 2,000+ Health Clubs• 140+ DMAs
MRI:Doublebase 2012 Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
ZoomFitnessTM
delivers 30 million active, upscale adults that spend heavily at sports retailers and on athletic brands.
Shops at Sports Authority Index 217
Shops at Dick’s Sporting Goods Index 193
Shops at Foot Locker Index 125
Fitness Consumers are Avid Consumers of Active Apparel
Spent $100+ on Running Clothing Index 374
Spent $150+ on Athletic/Workout Wear Index 278
Spent $150+ on Sports Clothing Index 219
Source: GfK MRI Doublebase 2012 “ZoomFitness network”, base A18+
Fitness Consumers Spend on Sneakers & Athletic ShoesSpent $75+ on Athletic Shoes Index 189
Bought 2+ Pairs of Athletic Shoes/Last 12 Months Index 157
Athletic Shoe Brands Bought in the Last12 Months:
Source: GfK MRI Doublebase 2012 “ZoomFitness network”, base A18+
Puma Index 163
Nike Index 149
Asics Index 247
Adidas Index 146
New Balance Index 127
Dick’s Sporting Goods
OBJECTIVE To raise awareness and drive purchase intent of Dick’s Sporting Goods among fitness consumers
EXECUTION DETAILS
Integrated media campaign reached out to active consumers in the ZoomFitness network
• Backlit billboards in main areas of
the health club• Classic billboards in male and
female locker rooms• TV commercials with sound (5
different creatives)
RESULTS • 25% top of mind awareness• 40% unaided ad recall• 61% purchase intent
ZoomFitness Case Study
May 2013 Program
Target C9ZoomFitness Case Study
January 2013 Program
OBJECTIVE To create awareness and drive purchase intent of C9 by Champion workout apparel, sold exclusively at Target
EXECUTION DETAILS
Integrated media campaign in ZoomFitness network
• Digital Signage Video Spot• Target C9 backlit billboards in main
workout areas of health club
RESULTS • 69% purchase intent• 29% unaided recall• 66% overall ad recall
Lady Foot Locker
April 2013 Program
ZoomFitness™ ExperientialOBJECTIVE To create awareness and drive
consumers to shop at Lady Foot Locker retailers
EXECUTION DETAILS
Lady Foot Locker branded classes• Pre-established exercise classes
customized and re-branded to incorporate Lady Foot Locker
• Class instructors serve as brand ambassadors
• Custom signage, club schedules, product sampling
RESULTS • 51% purchase intent• +76% lift in purchase intent• 61% of the test group said they would
recommend the Lady Foot Locker brand• 82% of the test group said they would
participate in a Lady Foot Locker workout class again
New BalanceZoomFitness Campaign Recap
OBJECTIVE To increase awareness of celebrity trainer, Harley Pasternak’s, new exclusive New Balance 997 training sneaker.
EXECUTION DETAILS
ZoomFitness integrated media campaign ran in NYC gyms for 4-weeks.
• Commercial spots featuring Harley Pasternak sharing exercise and wellness tips
• Digital screens also pulled live Twitter feed from the New Balance/Harley Pasternak training event happening in NYC
February – March 2013 Program