Kelvin Hartnall

Look Better Naked!

When it comes to marketing, I think the most important thing is to get a deep understanding of what really drives and motivates the consumer, and then tap into that desire. I’ve just arrived back from my Gym, Les Mills, and thought I should blog about what I believe is some of the best marketing.

Most gyms seem to believe that people come to sweat and strain so that they can: ‘get fit’ or ‘improve their health’ or ‘reduce their chance of developing cardiovascular disease’. I really don’t think that the majority of twenty year old men and women attending the gym are going for that reason. Well, Les Mills have a deep understanding of what really drives and motivates their consumers, and they don’t pander around tapping into it. Their marketing is “LOOK BETTER NAKED!”

I’m sure that a lot of marketing campaigns could benefit from truly exploring the actual motivations and desires of their target audience and then directly tapping into them. For example, consider all of the smoking cessation advertising. The standard messages are things such as “Smoking causes heart-disease” or “Smoking causes cancer”. I suspect that for the average youth, these seem like distant risks and really aren’t much of a motivation to stop smoking. However, what about if they changed their messages to “Smoking gives you dry skin” or “Smoking makes your hair dry and smelly”. That taps into the target’s actual true motivations and desires!