High-end customers are a potential customer segment, they can easily spend money on things that interest them but to reach these customers who are very tricky is a difficult problem.
Fitness channel advertising was born as a “double key” that opens the approach to a group of customers of “high level”, ensuring both branding and effective push sale. The first brands apply this new communication channel are the famous global brands such as Diana, Salonpas.
Diana is no longer struggling with the problem of approaching customers for high-class brand Sofy
Diana is a brand that has captured the hearts of many mid-range female customers with ultra – thin – lightweight feminine hygiene products. However, Diana’s ambition is not only aimed at mid-range customers, but rather Diana wants to reach customers in the higher-end segment for the new product entering the Vietnamese market, Sofy.
Through many old partner who have cooperated effectively with Michia Communication, Diana’s conundrum was sent to Michia’s Marketing Department. After actively discussing and researching insights of high-income female customers, Michia advised Diana to choose the method of booking consulting booth at Fitness system.
Through the consulting booth at the fitness system, Sofy high-quality sanitary napkins are introduced and consulted directly with customers. Booth is designed beautifully, professionally with the enthusiastic advice of consultants attracting the attention and response of customers. As a result, Diana’s reputation was further affirmed, resulting in a strong increase in sales of Sofy.
Salonpas strengthen the brand
Salonpas brand of Japanese Hisamitsu company is familiar with Vietnamese people, favored by the rapid pain relief effect. Hisamitsu has realized the potential effectiveness of the Fitness ad due to the unique customer base, especially for new members who are not used to intense training and often suffer from pain due to improper training, Salonpas products is the best choice for effective pain relief.
Under the consultation of Michia Communication, Salonpas has set up consulting booth and standee at the 5-star gym system. Not stop at promoting the brand, customers after training can experience the product under the enthusiastic advice of experts. This communication channel brings unexpected effects. The effectiveness has been confirmed, Fitness channel continues to become a key communication channel chosen by Salonpas brand in regular quarterly campaigns.
Conclusion
To position the brand in the market, reach the right target customers, businesses need to make sure the ad is ‘put in the right place’ and meets the right target customers. With Fitness ads, the goal of reaching the right high-end customers is not too far away. As a result, this channel is always favored by global brands.
