Page 85 - GMN Digital Group Book

MARKETING
DIGITAL MARKETING

Tradigital in Practice?

A new gym was launched using a tradigital approach to marketing. TV adverts were aired with a call to
action to visit the gym’s website and schedule a free workout with a fitness trainer. Print ads featured
voucher or a Quick Response (QR) code to scan and present at the gym for a free trial. At the gym,
members get free wifi access. The wifi landing page has a link to download the gym’s free app. The
gym may also use pop-up ads, podcasts, email and texting to attract or retain members. The campaign
understood the links in the digital world to the real world and the objective was achieved.

Digital Marketing

Consumer Experience
CUSTOMERS
about the gym
VISIT THE GYM Customer blogs
Feedback is given
via social media
Blog links
to app
POTENTIAL
CUSTOMERS
Direct
customer
to
Feedback is
FREE given via
APP social media
Customer takes
voucher to gym
Customers
schedules a Website shows
a workout clip
free workout
on website to potential
customers signs up to
Traditional Marketing PRINTED AD mobile phone GYM WEBSITE
Customer
email
QR code is
newsletter
scanned with
WITH TRIAL
VOUCHER
POSTER WITH
QR CODE FOR
TRIAL

Direct
TV ADVERTS viewer to

GMN DIGITAL GROUP 83