The other day I was driving around looking for some neat shops in the neighborhood that might benefit from online marketing (who can’t, right?) and stumbled across some signage that was really surprising, not in that it had a typo (which happens more often than you’d imagine) or that it was in disrepair (a big problem with the Florida sunshine), but that they completely missed their mark.
Here’s how…
First, remember that your "brand" should be consistent — all of your messages you send to your audience need to align with one another, lest your audience become confused about who you are. Branding comes in the form of websites, logos, newspaper advertisements, phone book ads, coupons, mailers, etc.
Now, take a look at the following window lettering/signage for an exercise place down the street from me. The name of the company makes sense "Get Fit" – good so far. They even narrow their target market fairly well – "Women’s Personal Training" – absolutely commendable.
But WHOA MAMA! What’s up with those huge bulging biceps? I haven’t conducted a formal market study or anything, and I’d love to hear your opinion on the effectiveness of this. But, my initial reaction as I’ve shown this around to close friends has been that of initial alarm or shock. That’s not necessarily a good thing when trying to attract new clients. Men who want to be beefy might be attracted to this or gals coming in to hit on their trainer. Maybe this is an attempt to leverage "sex in marketing ", and I’m just missing it.
I have a hard time coming up with a worse image to use, really. Maybe a picture of pie or cookies, or someone sitting on their duff in front of a television would be worse.
What might have been better? A silhouette of a slender-figured woman, perhaps? Dumb bells?
It’s important to talk to your target market in terms that they understand to sell them what they already want to buy. A lot of the women in the area are stay-at-home wives who generally keep themselves in pretty good shape. Maybe they’re looking for motivation or for someone to keep them on schedule. Maybe there are frequent health and fitness goals of this audience that could be catered to in their logo.
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19 comments ↓
First of all, I agree with the name of the business. That is good. But WHOA, the image totally removes the excellent naming.
If I were a women, literally, I would seriously think about this place. Why would someone selling Women’s Personal Training use an image of Beefy “MEN” biceps???
They might want to rethink this one!
I do understand what you are saying. I am trying to brand Betty’s Only A Candle Company. Sometimes it is hard to actually stay focused on your goal to brand. It is often good to get others opinions of what you are trying to do.
The big arms do not fit for a women. Good point!
Absolutely NOT. They have missed the mark with this one!
Daiv when I saw those arms the first thing I thought was “are they putting women on steroids in there?” If the place was around the corner I might investigate anyway, but overall, I think I would wonder.
That said, there are other variables for business success besides signage. If you’re good enough, you can rise above an ineffective sign.
Haha, all I had to do was look at the image before reading your post.
Some women may actually want arms like that, but then it’s not really considered “fitness”… that’s more “bodybuilding”.
I don’t think you are missing anything, just bad marketing.
I like what they’re doing with the font, colour and the Name of the gym is perfect..But what’s all that about with the biceps?
Possibilities all over the place just like the window!
1. Maybe someone had left over decals
2. Maybe someone is ‘hooked’ on the edgy method; get their attention, get ‘em in, then sign ‘em up. Edgy would say, “Sounds like a personal problem to me.”
Do they offer fitness as in health or fitness for muscle competition or self-defense as in the best defense is a good offense (do those kind of muscles fight well?) Is there a hidden message?
They say WOMEN in the text, they say Unisex in the signage.
There are more women who want to look great and lower their blood pressure than there are competing for Ms. Universe. Follow the money; lose the fists
yeah somebody missed the boat there,
you need a voluptuous body building babe
on there, not arnold’s arms lol
that is freakin hilarious
someone needs to cut down on
the marketing roids lol
jeff
Cannot believe someone didn’t point this out to them when they were actually signing off on this image in the first place lol…..
If it was me I’d look… see the Get Fit…. then the bulging biceps and not look any further as I’d presume it was for a Men Only type gym
I feel that the bulging biceps are going to deter women from going in; they may even pass on by without noticing that this is a place for women. I think they need a graphic that focuses on being healthy and having energy. A smiling sun?
“Absolutely NOT. They have missed the mark with this one!”
In a scary kind of way.
I read the sign before I even read your blog and noticed right away the big arms didn’t make any sense. If that was an attempt to use sex to sell to woman they are going about it all wrong. My first thought was I don’t want to have arms like that!LOL Big turn off!!
I’m sure there are one or two women who wnat to build their biceps. This is what is called an ultra-sub-niche market.
Just starting done the path of Social Media Marketing. I look forward to learning more from your posts. Keep up the good work and thanks …
It took everything I had in me to maintain my composure long enough to post a comment on this. WTF? Who are they targeting? Female athletes? I think dumbbells would have been much better. I’m not really a gym person, I prefer to work out at home, but I wouldn’t leave my house to go there.
@perrybelcher You are right one can “Think and Grow Rich” , love that book
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No way. I do not want to look like a body builder. No thank you. I’ll take Crunch or 24 hour fitness.
You are correct they missed the boat on that sign! Point well made.
I totally agree with you! Maybe in a down economy they couldn’t afford a new logo design, so recycled one from the pump iron place that went out of business?
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