OUR WORK > BOOGIE BOUNCE
Get fit and lose the fat – fast! That’s what Boogie Bounce Xtreme promises. This funky, high energy rebounding fitness exercise brand wanted to expand and asked Square Circle to formulate a growth and marketing strategy.
The UK fitness industry can be tough with many routines and exercise fads competing to be the next big thing.
Boogie Bounce, which had been around for some 18 years, wanted to increase its presence in the market but needed a partner to help them achieve their goals which were to attract instructors and spread the Boogie Bounce philosophy to new customers.
We approached the task as if we were bringing a new product to market, carrying out in-depth research into the fitness industry as well as Boogie Bounce’s specific target group – women aged between 18 and 50. This gave us a clear idea of who we were aiming at, where they lived and how best to position Boogie Bounce in terms of price and reputation.
Our first priority was to promote Boogie Bounce to would be instructors, as the fees from extra classes would fuel the brand’s growth plans. A vibrant, rich media microsite was set up aimed at fitness professionals that explained the package on offer and gave details of upcoming instructor training courses.
Next we continued that high energy theme for a homepage takeover of the existing Boogie Bounce website which streamed visitors to core pages. Finally we put together a Facebook engagement strategy which saw individual branded class Pages set up for each instructor. The posts, stories and interactions on these regional class Pages were used as a content curation source for the main Boogie Bounce Facebook Page.
Our partnership with Boogie Bounce Xtreme continues to develop and the future will see more brand building through the development of a new responsive website, online advertising, email marketing and PR. The work to date has already yielded some impressive results though, with instructors signing up for courses across the UK and overseas.
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