Technogym launches direct marketing campaign
Technogym, the fitness equipment supplier, has appointed digital and CRM agency Tangent Snowball to create a targeted direct marketing campaign to target its Forma range of products to consumers.
This will be directed to some 30,000 potential customers, each pinpointed based on lifestyle, geographic and financial factors, via a direct mail, email and online campaign.
Focussing on the affordability and flexibility of the products the campaign will dovetail with the launch of Technogym’s first shop-in-shop in Harrods.
Helen McCall, Account Director at Tangent Snowball, said: "Technogym is well known in the UK as a supplier of high end equipment to hotels and fitness centres, but its more affordable domestic products - which are extremely successful across Europe - are not so well known here.
"Brands are really starting to grasp the need to put data at the heart of the campaigns. The Technogym campaign is highly targeted and sales-focused, and we're looking to see real, tangible results from the activity, particularly as we've focused on a niche cross section of consumers who fit three specific criteria - those who can afford fitness equipment, have the space required at home and are interested in health and fitness."