Use and Effect of Outdoor Advertising for Member Acquisition of Stationary Fitness Studios from the Perspective of Studio Operators

This book examines the effectiveness of outdoor advertising in acquiring new members for stationary fitness studios. The author explores the current fitness and outdoor advertising markets, analyzes the impact of the Covid-19 pandemic on the industry, and evaluates various forms of outdoor advertising in terms of their reach and effectiveness. The use of posters, digital billboards, and other out-of-home (OOH) media is assessed with qualitative interviews and quantitative surveys. The work provides detailed recommendations for studio operators to make their advertising campaigns more targeted and successful.

Academic Work Sports Economics Fitness

Autorentext

Dr. Karsten Happel works in sales at a media company. He has been marketing fitness studios for around 10 years and holds several trainer licenses.

Inhalt

Hypotheses on the Use of Outdoor Advertising for Member Acquisition.- Fitness Studios in Germany.- Outdoor Advertising.- Research Methods.- Implementation of Qualitative Research.- Discussion: Evaluation of Outdoor Advertising Campaigns from the Studios' Perspective.- Recommendations for Fitness Studios.- Conclusion.