Bally Fitness decided to offer a new way to attract new customers: offer them 20 free MP3 songs. Well, since most people listen to music on their earphones while using fitness machines, what a great way to attract new fitness club members.
Well, the insight was there: people listen to music when working out. But on a strategic level, my question is, will this work? Or, are free MP3’s relevant to subscribing to a gym?
The Problems I Found
1. The Relevancy
The importance of downloading MP3s (or paying for it) vs. the importance of committing to go to a fitness club is a totally different story.
Since Bally is using this campaign to attract new customers, perhaps the first insightful question should be: Are these non-members ready to commit to challenge themselves to invest in a valuable workout? Well, if not, then they will not pay a monthly fee to use that service that they know they won’t end up using at all. When deciding to join a gym, it’s a matter of commitment: do I have the time? Do I have the physical ability? How many times will I go in a week? Is that worth the monthly payments? I can exercise for free outdoors can’t I?
To make such a decision, one goes through a lot – about his/her life. If he’s working every day from 8AM – 8PM, I doubt he’ll have the time to join the gym. I mean, he’s got kids to take care of, have dinner, etc. If she’s traveling for work every week, she can use the hotel’s gym on her stay at a remote location. Why pay for this?
So after an evaluation of one’s lives, seeing “20 FREE MP3’s” won’t matter at all. It’s trivial compared to the commitment and effort they must put into deciding whether they should join or not.
2. The Burden
Well, to get the free 20 MP3 songs, the campaign tells one to join the gym online. Then, the user must go onto the Universal Music’s website (since Bally’s is partnering with Universal Music (and paying a hefty fee) for this promotion) and look for their choice of songs. Now, the user should just wait…. for, I don’t know, 10 days? Bally will send a redemption code, together with a link, and then there are further instructions. It doesn’t seem like much a process since the music’s basically free. But when the importance of MP3 downloads are trivial to the decision-making point, having a complex process doesn’t help at all. It’s just too much.
Well Then, What’s the Solution?
First, I would not have done this campaign. Or at least, this campaign should have been targeted at return-customers, or their most loyal customers to extend their subscriptions.
Second, if downloads were to be offered, it should be offered within the website – make the downloading part of the Bally’s Fitness Website experience, not of a totally different entity.
Third, I would suggest, dig deeper into the touchpoints – After What Process Will That Person Click The “Join the Club” Button? Many strategies will follow from here.