My Top Marketing Campaign: Daniela Spaid

Marketers often execute dozens of marketing campaigns per year, across multiple mediums. But not every campaign goes as expected, either positively or negatively.

For Daniela Spaid, the director of marketing and public relations for Fitness Formula Clubs, a recent referral campaign turned out to be one that she favored greatly.

“Every year we run a member referral promotion called ‘The Summer of Sharing,’” said Spaid. “This year’s campaign was a big win, with year-over-year double digit growth.”

Spaid attributed the campaign’s success to a few key strategies. “First, we knew we needed to make some changes to the offer, so we invited our management and sales teams to participate in a brainstorming session. When we collectively decided on the incentive, everyone was on board and excited. We were all bought in.”

In addition, the team created a consistent, clear marketing message with eye-catching creatives, which were carried across multiple marketing channels.

“Every member knew about ‘The Summer of Sharing,’” said Spaid. “We set a collective company-wide goal, tracked our KPIs and stayed focused throughout the entire two-month campaign.”

Here, Spaid shares four additional tips for marketing in the health and fitness space:

1. “Use your most valuable assets, your employees, and get them involved in the process. They know your prospects and members better than anyone else and often come up with the best ideas.”
2. “Track everything. Collect as much data as you can and calculate your ROIs.”
3. “Establish strategic cross-marketing partnerships, create brand ambassadors and make sure that employees and vendors understand and live your ‘brand.’”
4. “Listen to your members. Referrals remain the number one source of new business, and in today’s social world, it is critical that we keep exceeding our members’ expectations.”