Easy as 1 2 3
By targeting a cost-conscious consumer, Planet Fitness can benefit from many American’s typical New Year’s resolution to lose weight, gain muscle, and simply get in better shape. The primary target is a younger group of M/F 18-25 who aren’t willing to spend hundreds of dollars on a gym such as LA Fitness.
The USP is Planet Fitness’s 1 2 3 Special, which correspond with the first three month’s of the year, January, February, and March.
The use of a QR code is a great way to track ROI in addition to getting people’s attention in a poor economic climate.