Building & Measuring Brand Awareness for Your Gym

Importance of Measuring Brand Awareness

Brand awareness refers to the recognition of a given product by its name. Strong brand awareness is essential for companies because it helps drive consumers to choose their brand versus the competition. But brand awareness is pretty much useless to you and your business if you do not measure it. From a marketing perspective, it’s important to measure brand awareness because it allows a company to understand how well a particular campaign is doing to increase overall brand awareness. Measuring marketing analytics is essential because it allows a company to be more efficient with its marketing budget. For example, by measuring the effectiveness of a brand awareness campaign, you get a more precise understanding if you’re targeting the right audience. Targeting the right audience gives you confidence that you’re spending your money correctly to maximize returns on your investments.  

Measuring Brand Awareness as a gym

Now that you have a clear understanding of why it’s important to measure brand awareness for your marketing campaigns let’s dive into how it’s useful for your gym. Owning a gym is a tricky business because the market is saturated, so consumers have a lot of alternatives. The highly saturated market makes it hard to differentiate your business, and therefore member retention is difficult. However, by running effective brand awareness campaigns, you can increase recognition around your gym and ultimately drive more business. There are tons of great options for running an effective awareness campaign, but in this post, we’re going to look at three campaign ideas you can use for your business and how to track them. 

Campaign Ideas 

(1) Influencer Campaign:

Partner with local fitness influencers to invite them into our gym, post about their experience, and share it with their following. The stories they post will link to our website. 

Tracking: 

Set up a UTM code to track the traffic from the Instagram stories to your website. Click here to learn more about setting up a UTM code.

Considerations: 

• Are certain influencers performing better than others?
• Can we create a long-term partnership with the high performing influencers?

(2) Offer exclusive discounts to partnering businesses: 

Strategically chose local companies that align with your values and offer exclusive discounts to their customers. Some great options would be juice bars, health food stores, and athletic apparel businesses. Leave a card at the checkout counter that offers an exclusive discount to those customers from that specific store. 

Tracking: 

Track the use of discount codes in-person and online. 

Considerations: 

• If any, which stores are the discount codes coming from?
• Can we set up a strategic partnership with this business that is mutually beneficial?

(3) Social Media Ad that offers Free Day Pass: 

Run Targeted Instagram and Facebook ads that offer a free day pass to your gym. 

Tracking: 

Make the consumer claim the free day pass through your website, which requires an email. 

Considerations: 

– How many people clicked through to the website? 

– How many people shared their emails?

– How many people came in and claimed their free day pass?

-How can we use the information we collected to retarget customers that are now aware of who we are? 

Takeaways: 

As you can see, this is an important topic, and this article barely scratches the surface of how many different awareness campaigns you can do for your gym. The important part here to remember is that you must track and measure your campaigns! Without this data, you won’t know how to improve your reach to your target customer. Stay tuned for future articles on some reviews of specific software tools you can use to help you track brand awareness.