Zeus Fitness - Strategy
Neena Pederoso
Overview 🔎
Zeus Fitness specializes in producing quality weightlifting and fitness equipment. Proudly designed in Vancouver, Canada and manufactured around the globe, they strive to offer amazing products paired with a local shopping experience and personalized customer service. As they grow, they look forward to hosting and sponsoring local events and giving back to the community.
Problem & Solution 🤝
My team was tasked by Zeus Fitness to develop a marketing strategy including budgeting, ad, and content creation. We would analyze competitor channels and create a plan to grow our reach/following to increase sales. We would work independently as well as with the Zeus management team to successfully complete this project.
Current Instagram: https://www.instagram.com/zeusfitnessinc/
Process 🛣
1. Research
Analyzed the current situation by conducting a customer segment profile and competitive analysis. I also got in touch with the target segments through an online survey and focus group.
Some of the key findings we discovered from our target segment:
Has lack of adequate knowledge on how to start a home gym.
Top 3 equipment for females: accessories, dumbbells, and barbells and plates.
Top 3 equipment for males: dumbbells, barbells and plates, and benches.
Instagram (especially reels) and Tiktok are the most used and preferred social media channels.
Preferred educational (66%), inspirational (26%), and funny (8%) content.
2. Strategies, Tactics, and Execution
Social Media Advertising - create more opportunities for a convenient shopping experience, work with influencers and encourage UGC, utilize in-app ads and diversify content, schedule and strategically post at the best times.
Content Marketing Strategy - in-house trainers or powerlifters generating video content regularly on related topics and blogging to improve website SEO.
SEM - using relevant and popular keywords, focusing on suburban areas with spaces that can accommodate home gyms and budget to purchase premium products.
Starter Package Creation - create product bundles to simplify shopping experience especially for beginners or price sensitive consumers (bundles named after Greek gods and goddesses to show cohesion with brand identity).
Email Campaign - welcome campaign for newly registered website viewers, informational campaign for highlighting the products' features and benefits, re-engagement campaign for reactivating inactive subscribers who have made a single purchase using promotions, promo offer campaign for regular customers who are looking to expand their training equipment collection, social media invite campaign to boost follower count, and an upsell campaign to offer additional products to increase average ticket.
Sponsorship - reach out to Canadian Powerlifting and CrossFit communities and find individual powerlifters to sponsor through contests and events with a large media and social media coverage.
3. Asset Deliverables
Sample Instagram Carousel (Educational)
Sample Sponsorship Poster
Sample Promotion Video
Client Testimonial 💬
The team did an in depth survey about what customers are expecting for home gym equipment, they then analyzed the data and provided some great insight and ideas for how to better serve this market segment. They came up with easily implementable concepts for social media advertising, as well as how to engage better with our followers/customers. They also worked on an initial video showing a style of content we could benefit from in the future. We will likely be speaking with some of the team further to implement some of the ideas. 🗣
Joel Forsyth
Co-Founder of Zeus Fitness
Like this project
Posted Sep 1, 2022
Digital marketing strategist for Zeus Fitness, a gym equipment company.
