The current paper contains suggestions on how to facilitate a chain of fitness centers to increase the current level of promotional activity and attract more customers. First of all, First Fitness should focus on “looking good” and “among friends” segments. This decision is grounded on the fact that these two categories of potential clients constitute 60 percent of the target market. In contrast, the share of all other groups combined equal just to 40 percent. Besides, these two segments are united by a wish to obtain a sense of belonging. Accursing to the case study, “looking good” clients are interested in fitness as well as in parties, while “among friends” perceive a sports hall as a place where to make friends.
Secondly, First Fitness should present itself as a studio with the best quality equipment and the staff of the highest qualification. In addition to this, it is advised to show the audience that this chain gives a feeling of belonging to a community of like-minded people. Sources used for the promotion should be real customers and fitness instructors and staff members as well as actors who would act as a group of friends. To attract the audience, these people should recite the message that First Fitness could help to “look like this” with a sense of humor.
Thirdly, First Fitness is recommended to use for promotion such media vehicles as advertisements via the Internet and social media. This is because the target audience on which the chain is focused on average belongs to the generation that tends to spend a lot of time surfing the web. Billboards also might be a good idea; however, not as good as customer referral incentives. Besides, these incentives could be conducted with the help of social media. For instance, a person could win an annual membership card if he or she reposts an advertisement for the fitness club.
Finally, I suppose that the described plan is the right approach since it is targeted at the large share of prospective customers. Additionally, the suggestion reflects the peculiarities and the preferences of the target audience. I believe that if First Fitness followed the described recommendations, it would manage to attract more clients and to double the number of studios in Dubai just as it was planned.