Workout With Your Consumers

Out With the Old & In With the New

http://www.google.com

For my class, we are reading The New Rules of Marketing & PR, by David Meerman Scott. A concept from this book which stuck with me is how marketing is no longer a "one-way interruption". Scott discusses how using web marketing is for delivering content "at the precise moment a buyer needs it". This is important to note since consumers can now easily avoid the old ways of advertising. Web advertising is very different from TV advertising.

Its Not a Coincidence

Not only is the web delivering content right when you need it. I have noticed another way in which technology enables marketing right when your audience needs it. At my University I frequently visit the gym. This year the University replaced the older gym equipment with nice, new equipment. With the amazing advances we have in technology, even exercise equipment allows you to watch TV, listen to music, and more all while you work out.  This equipment has large touch screens which I noticed the University is taking advantage of for posting messages or University related ads. Campus events, food offered on campus, and other University related messages are actually posted as a changing background while you workout. By consciously noticing this use of the machine, I realized other gyms and companies can be utilizing this for delivering content right when their consumers need it. 

How So?

 There are many companies that can benefit by contacting local gyms and gaining the ability to access gym equipment for advertising. Companies with target markets that exercise frequently would benefit the most. Imagine running on the treadmill and an ad for the latest and greatest running shoes pop up, you then say to yourself, "Wow, I do need a new pair, maybe I will look into those." What I am getting at is any athletic geared product can be advertised straight to your consumers right when they need it.This type of advertising will not be competing with as much clutter consumers face. It won't come off so much as an "interruption," but a well placed reminder you need new running shoes or hydrating drink for your workout.