The company I chose to look at was Planet Fitness. When looking at their social media platforms I would say they do a good job at communicating with their customers. More recently it has become a trend for companies to be less formal in their advertising. They often use memes or funny videos to communicate any new promotions. Planet Fitness has also hopped on this trend. When I was looking at their Instagram it is full of different kind of trendy videos or memes that would appeal to their demographic. One example is a trend that features texting your crush something random. Planet Fitness implemented this trend in their marketing by posting a picture that said, "When my crush told me they like working out so I sent them this..." and the next slide featured a screenshot of them sending a text promoting their Black Card.
Moving away from their social media, their website is a lot more formal and professional. When you go to the home page at the very top you are met with two tabs. One tab is called Find a Club, where you can sign up for a membership that works for you. The second tab is called About Planet Fitness, this tab tells you all about the company and its mission statement. The middle portion of the website is their slogan and some videos of people working out. It also shows you clubs near your location and the different rates per membership. It also features some of their promotions and merchandise you can buy. The bottom of the page shows the same two tabs from the top of the page plus a few more. It also contains tabs about Careers, Blogs, and Memberships. There are also links to their social medias such as Facebook, Instagram, Tik Tok, and YouTube. I think they organized it this way because it makes it simple and easy to figure out the whole purpose behind Planet Fitness. They include the mission statement in every section so people will not be confused about that. I think this is effective because they won't need to click on millions of tabs to find things, everything is very straight forward and in your face.
I would say this business communicates their identity well online. They have it emphasized on their website as well as on their social medias. In the website it states big and bold that they are a judgement free zone. In their Instagram you can also see that they are encouraging people of any fitness level to come to the gym.
I have had friends that go to Planet Fitness and have complained about how hard it is to cancel their membership. I think if they communicated more on how to cancel a membership that would be helpful. I understand they do not want to promote that because they don't want people to cancel but it also gives them a bad reputation when people try and cannot.
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