After finding the flier method ineffective at the beginning of the
week, Amanda and I took a different route in terms of reaching SWERVE's
neighbors (Flat Iron residents). We sought out information online about the
'management' of each residential building in the area. Some of this information
could be found online, but some required a phone call. In acquiring this
information (phone number/email of management), we planned to send a
personalized note, addressed to the residents in the Flat Iron neighborhood,
and have the building management team blast the email out to its tenants. This
task was much easier said than done. We learned that very few of the building
management teams supported this idea… this was a disappointment. We failed fast
and forward, by brainstorming new approaches to reach the residents and not
fall.
Amanda and I were still curious as to how SWERVE's competitor
increase brand awareness. If we were hitting a dead end with the residential
marketing approach, we surmised other companies (Soul Cycle, Fly Wheel) were as
well. As mentioned in an earlier blog post, other athletic workout
studios/companies suggested that word
of mouth played a significant role in increasing brand awareness and
business. This was corroborated by a Soul Cycle loyalist, which Amanda and I
engaged in a conversation. Moreover, I haven't gone a day in this bustling city
without seeing a handful of New Yorkers promoting Soul Cycle simply though
their clothing! The majority of the apparel sold at Soul Cycle is embellished
with a purposefully conspicuous, neon wheel (Soul's trademark). Naturally, this
strange, fascinating wheel captures the attention, and invokes inquiry. It
is clearly a huge marketing benefit for Soul Cycle.
While SWERVE’s athletic gear is comfortable and sporty, their
trademarked SWERVE symbol should be promoted much more to help increase brand awareness.
Perhaps Amanda and I will be able to facilitate this.
Written May 21, 2014
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