#Equinox “We don’t speak January” is getting the buzz. Can we talk #Peloton? I know many of us may be soured on the brand because of recent layoffs and questionable decisions … but the messaging in its New Year’s ad is in-your-face on point.
Here's a quick breakdown:
Effective messaging begins with recognizing a problem or opportunity – or both. It addresses widely held perceptions, barriers to acceptance / purchase, conveys understanding of the target audience. A bit of self-deprecating humor without being too campy or offensive goes a long way. It offers encouragement, aspiration and relatability. It also makes use of facts. As long as the source and survey method is credible, numbers speak loudly.
“It’s not what you think.”
Talk of fitness cult? Check.
Reference of home gym equipment used as clothing hangers? Check.
It’s a fad. Check.
Reality check: 92% of households that kick off the year with Peloton are still active a year later.”