Concept2 sell the world’s leading indoor rowing machines to gyms and to the public. Home sales had fallen by 50% in just 6 months. The challenge was a simple one…halt and then reverse this trend.
Research revealed that:
- The target audience were well aware of the product having tried it in gyms.
- They were cash rich…but time poor… with busy, high pressure jobs.
- Previous advertising ran at weekends – when they had time to exercise anyway.
- Ads featured a superfit, lycra-clad man and technical, sports physiology focused copy.
- The perception was that the machine was expensive.
Based on the insights, we:
- Put a normal “bloke” on the rower, in shorts and t-shirt. No lycra to be seen.
- Changed the copy to incorporate a more friendly, approachable and engaging tone of voice.
- Featured rental costs which made the product more affordable.
- Advertised Monday-Friday to coincide with and capitalize on the days where our target audience struggled to find time to exercise.
Within 3 months, home sales and rentals were restored.We subsequently identified and quantified a direct relationship between ad spend and sales volumes.