“65% of gym goers said they were more open to being targeted by protein snack advertising in the gym than anywhere else”
Protein-heavy snacks are big business – the global snacking industry is experiencing a paradigm shift as high-protein snacks move beyond the realm of sports nutrition, to meet the evolving dietary requirements of the broader consumer base.
Health consciousness, fitness and diverse dietary trends are paving the way for protein-rich snacks to become a staple in more mainstream diets. Ferne Langford from Zoom Media says “The gym is the perfect environment to educate and entertain protein-enthusiasts in their own space. This demographic perfectly fits with that of the protein-rich snack consumer. Unhealthy vending machines have no place in gyms anymore, and the health-seeking member is the perfect candidate to target with more nutritious snack option, opening up a whole environment for brands to connect with their ideal customers.”
Naked, Muller and Danone choose the gym sector
Over the last 12 months, Zoom Media has activated multiple campaigns for respected protein snack brands including Naked, Muller Rice and Danone Yoghurts, yielding incredible results for member engagement, product sales and brand affection. By strategically blending punchy advertising content with sampling, they were able to bring huge value to both consumer and brand.
Multi-platform advertising increases sales
Connecting to customers across different media platforms is the key to a successful ad campaign, meaning gym members can be targeted with a mix of different content across areas of the gym that have high dwell times, as well as creative sampling opportunities when they leave.
Ferne explains the benefits for brands are manifold: “Brands can show their ads in changing rooms, and in strength and cardio areas of the gym floor, these brand messages are repeated across larger screens to maximise impact and depth of messaging. This multi-touch point approach ensures members are part of a whole brand narrative, that evolves through areas of the gym, and ending with the perfect sampling moment as they leave.”
The Benefits for Operators
The results for brands are clear, but this approach also elevates the typical advertising relationship for the operator. Aside from revenue generation, the operator gets the chance to be part of launching an exciting new brand to their members. With the brand being a perfect fit for the audience, members credit their gym in making a referral to a brand they go on to love, with product sampling elevating member experience further.
The evolution and success of in-gym advertising
In-gym advertising is evolving, meaning brands can invest in campaigns that deliver on a range of levels, from revenue to member engagement and elevated member experience. A three-way partnership between an Advertising partner, brand and Gym is modern way to drive the best results for both brands, operators and gym goers.