The new strategy in fitness centres
What is co-marketing?
Co-marketing includes collaborative activities with the aim of obtaining benefits in the approach to one’s own reference market by using different marketing initiatives [...].
Such initiatives can be circumscribed over time: in this case they can be defined as tactical actions. However, they can also foresee developments over time because they present decisive effects for the partners' core business and for their long-term strategy: In this case they can be defined as strategic operations".
A bridging balm
Now at least 2 questions become spontaneous: how do you decline this formula in the fitness industry? Could a local reality like a fitness centre ever join nationwide large brands?
Case History: Grandi Salumifici Italiani
Wellness as a drive for experiential marketing
- GSI: organization of a nationwide campaign on a well-defined target and focused to a healthy lifestyle;
- Wellness centres: free of charge or favourable conditions for services that characterize their core business.
Unquestionable advantages for fitness centers
It goes without saying that co-marketing brings clear benefits to wellness professionals. The necessary and sufficient condition is that all the actors involved, from the agency to the company, are serious and specialized realities in their sector. Otherwise, even if only one gear did not work well and in synch with the rest of the machine, no one could speak of a successful case.
Yes to co-marketing, with selected partners.