Crunch Fitness launches data-driven marketing campaigns with Google Maps

Posted by Sara Ascheim, Media Manager, Crunch Fitness

Editor’s note: Today’s post comes from Sara Aschheim, Media Manager at Crunch Fitness. See how other forward-thinking organizations are investing in mapping technology and transforming their business by viewing our Maps are Going Google series.

At Crunch, we’re all about making fitness fun. From our humble beginnings in a New York City basement, to full-service gyms with signature classes like B-Method and Cycle Karaoke, we realize that staying fit doesn’t just mean having access to a treadmill. This year, we’ve already opened over 13 gyms and plan to add several more this year.

The gym industry often relies on outdoor advertising and direct mail to spread the word about its offerings, like new locations, classes, and pricing. At Crunch, we firmly believe in making sure our advertisements are relevant and targeted. With Google Maps Engine Pro, our marketing and sales departments can make smarter, data-driven decisions by visualizing business-critical data.

As someone responsible for making sure we get the most from our media investments, I can use Maps Pro to map potential outdoor advertising placements in the more than 70 cities where we’re currently located. I do this by importing an Excel spreadsheet filled with information like price, geographic coordinates, and vendor name to a Google Map. Using Maps Pro, I can customize icons so anyone can quickly glance at the map and understand exactly where the advertising opportunities lie.

We also use Maps Pro to overlay customer location data around our franchise locations. Although some customers are willing to travel across town for a particular class, it’s important to us that we make the Crunch experience as convenient as possible. We also use these maps to figure out where potential customers are located and where we should launch direct mail campaigns.

The best thing about Maps Pro is that it’s simple to use for anyone who has used Google Maps. It’s easy to share and customize our data in Google Maps, such as changing the icon of one of our club’s to include hours. This has increased our level of cross-departmental collaboration and cut down on the time typically required to implement marketing campaigns. With our previous mapping partner, we had to send maps as email attachments, creating different versions for each change, and as a result people were discouraged from collaborating.

Convenience and location play a huge role in making Crunch, one of the most popular, recognizable fitness chains today. Maps Engine Pro helps us know who our members and potential customers are, and where they are, so we can be smarter about how we communicate with them.

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About Author

Colin Cooper is the CEO of Boost Your Business, the leader in marketing and business development for both large and small scale businesses. As one of the most innovative marketing specialists for over a decade, Colin and his team of business and online experts collate their years of know-how and experiences with the Boost Your Business: Body Armour for Business, an online magazine created to provide a holistic resource avenue for everything business, health, and wellness.