Developing a USPHealth & Fitness
Health & Fitness has always been a huge industry in the USA. There are many players, each with a different business goal. However, most of the times there marketing efforts get intertwined with each other and cause a paradox of choice in the minds of the consumer. It was imperative that our client’s marketing was different in this high rivalry atmosphere.
Technology is often overlooked when smaller brands are looking to differentiate themselves in the market when competing with established brands. This is because of the high cost of implementation with no guarantee of returns (of the same value). Therefore our challenge was:
- USP development on a budget:
Developing a USP on a tight budget is one of the toughest things to do therefore one has to get creative and McGyver the hell out of the resources.
- Determining the right audience:
A lot of money and effort is wasted on marketing to an audience that doesn’t understand or has the need for your brand. Therefore when you are on a restricted budget, defining the right audience is of the utmost importance.
- 10 day launch strategy:
The most important part of product marketing, after the lifecycle development is the launch strategy. If you mess this up then you have wasted everyone’s time and efforts. A good launch strategy can help you gain the right moment for future campaigns.
Biometric technology based CRM development was suggested as the differentiating factor. For maintaining a tight development budget, creative alternatives were used which mimiced state of the art technology while giving a similar experience as an expensive tech implementation would have.
The CRM development is still in process and the app is yet to launch. Results will start being reported in the next 6 months for this project.
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