In the Game.
Exercise. Something we all need, but the majority of us dread the very thought of. We are well aware of how important it is that we exercise to stay in shape and maintain our physical health. Everyone from your parents to your physicians to Michelle Obama has made at least one statement to tell us this. But with the fully packed schedules we create for ourselves it can be difficult to actually get out there.
Many shoe companies, especially the ones that specialize in sportswear, have come up with slogans to help encourage their audiences to get out there and exercise. And buy their products of course. For instance, Nike’s infamous saying “Just do it” has been printed on T-shirts and joggers and is often repeated to us when we discuss the tasks (even non-exercise related ones) that we dread. It is a constant push for us to get the job done.
In a similar fashion Puma’s slogan is “Forever faster." It paraphrases their mission statement and aims to push their audience always to go for the gold. And upon getting gold to then take it another step further by turning that it into something platinum. Puma has taken their own advice to go that extra step by developing an app that their audience can use to exercise. The app was released in 2013 and is available to the audience on both Google Play and the App Store.
Using the app they can schedule their exercise times and they can learn new exercises to partake in by professional trainers. They can even share their progress with friends and organize events. This excites people and helps their audience to not only be motivated but to build that support community that will also push them to be “forever faster."
And it works because you are already thinking of the brand while working out because they gave you so much content that you cannot help but want to continue with these work outs. The more you want to work out, the more you will work out and the more clothing you will need, which of course Puma will provide you with. But the more you get into working out, the more you will notice which shoes are better for which exercise, so of course Puma will help you decide which is better for you as well.
It’s smart marketing and it helps Puma to stay ahead and move “forever faster" than their competitors. They’re in the game and they play smart. How about you?
Many shoe companies, especially the ones that specialize in sportswear, have come up with slogans to help encourage their audiences to get out there and exercise. And buy their products of course. For instance, Nike’s infamous saying “Just do it” has been printed on T-shirts and joggers and is often repeated to us when we discuss the tasks (even non-exercise related ones) that we dread. It is a constant push for us to get the job done.
In a similar fashion Puma’s slogan is “Forever faster." It paraphrases their mission statement and aims to push their audience always to go for the gold. And upon getting gold to then take it another step further by turning that it into something platinum. Puma has taken their own advice to go that extra step by developing an app that their audience can use to exercise. The app was released in 2013 and is available to the audience on both Google Play and the App Store.
But this is the exact type of content marketing that the audience needs and is mutually beneficial for the brand and its base. By knowing their demographic and their needs, Puma is then able to ensure that they take a well rounded approach to marketing their brand. They create a need for their brand that may not be there for their competitors. Puma is well aware that the majority of their consumer base are people with an interest in athletics or at least in a healthy lifestyle that incorporates exercise. So when they create the app, they keep them in mind and feed them quality content that they will benefit from.
Using the app they can schedule their exercise times and they can learn new exercises to partake in by professional trainers. They can even share their progress with friends and organize events. This excites people and helps their audience to not only be motivated but to build that support community that will also push them to be “forever faster."
The app also includes access to purchasing within the app. Even on the website page that promotes the app, directly underneath you can see the advertisements for shoes that they're selling.They came, they ran, they IGNITED Miami. Download PUMATRAC to IGNITE your city. http://t.co/aSLNeopHyV pic.twitter.com/ZUicHvEPyk— PUMA (@PUMA) April 27, 2015
And it works because you are already thinking of the brand while working out because they gave you so much content that you cannot help but want to continue with these work outs. The more you want to work out, the more you will work out and the more clothing you will need, which of course Puma will provide you with. But the more you get into working out, the more you will notice which shoes are better for which exercise, so of course Puma will help you decide which is better for you as well.
It’s smart marketing and it helps Puma to stay ahead and move “forever faster" than their competitors. They’re in the game and they play smart. How about you?
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