Digital Marketing and Washboard Abs?

Have you heard of P90X? Crossfit? Insanity? If I were a betting man, I would say yes. There has been an explosion of interest in the three aforementioned fitness programs across the world. This trio has taken over the health/fitness market space. Why? Because these programs work! And they have excellent marketing strategies.

Before I discuss some of the strategies employed by these companies, let me introduce you to Beachbody and Crossfit. Beachbody was founded by Carl Daikeler and Jon Congdon in 1998. Their objective was to help people lead healthier lives while achieving their goals.(1) Beachbody has a number of programs and supplements available for people who want to get in shape, http://www.beachbody.com/. They created exercise programs that eliminated the hurdle of leaving the house to go to the gym. This approach has definitely worked.

Crossfit, Inc. was founded by Greg Glassman in 2000. This program is designed to improve ones fitness through constant varied exercises, www.crossfit.com. This approach maximizes muscle confusion which stimulates the most growth. (2) There are over 4,000 affiliated gyms helping people get in shape.

How did these companies garner such support for their products? Digital Marketing. Beachbody's P90X product and developer, Tony Horton, can be seen on Facebook, Twitter, infomercials and in your "Inbox", http://www.bing.com/search?q=p90x&form=MOZSBR&pc=MOZI. If you have been following politics, you also know the Mitt Romney's running mate uses P90X daily and leads a group in DC. Now that's an endorsement! Politicians can't work together to solve major problems, but they will exercise together. Hey, it's a start. Beachbody touches its target population through many different media and often. Crossfit uses the internet to inform its existing customers and potential customers about current events; exercise of the day, upcoming events and certifications to name a few, www.crossfit.com. They have also created an environment of consistency. Certifications generally occur on a set schedule creating "graduation classes" which strengthens the bond between its trainers, aka walking build-boards.

Digital marketing and washboard abs. Who knew?

For more info on digital marketing, review the readings via hyperlinks below:
http://www.forbes.com/sites/louiscolumbus/2012/09/06/lessons-learned-at-stanfords-digital-marketing-program/
http://thefuturebuzz.com/2010/01/04/digital-marketing-strategy/