Marketing taken to the extreme...

Today I was thinking to myself - no wonder the Americans are the Master Marketeers and every other countries is looking to learn from them. 

Let me give you an example:

I have been attending these free work out classes on the pier (there may have been some pictures up here - the place is simply beautiful), thinking how nice an idea this was but not thinking too much about  why they were doing it. So the company that does it is not a fitness studio itself but rather a fitness clothes brand that has a shop close to the pier in TriBeCa. And what they have done is: they have partnered up with different fitness instructors and the city in order to set this up. So one week there was a zumba instructor (and I sucked big time - no coordination in me) , the next week a boot camp guy (who was so tough, I feel sore just thinking about that one) and this week a mixed work out lady and tonight a yoga instructor - these guys of course promoting their offerings. There were always free drinks and some fitness snacks as well - sponsored by the coconut water company of course.

And today they took it to the extreme, having hooked up with Wholefoods as well for snacks after the work-out. But Wholefoods doesn't only promote its food but also advertised their 'health club' which is a combination of all kinds of 'feel-good' classes, such as cooking, nutrition, yoga, exercise etc. etc. A really smart thing to do in a neighborhood like TriBeCa where everyone is about eating non-carbs, low calorie, non-dairy, gluten-free foods and staying super fit and healthy - at any price.

And of course when they offered their sushi, raw vegetable snacks, baked falafel and sandwiches with miso-breadspread and sunflower butter in their store I got to looking around and realized I really needed a new work-out top ;-) All over the store there were sheets to sign up for either the Wholefoods deal, different yoga/fitness classes and staying in touch with the clothes shop. A lot to learn from these guys... Fascinating. There is not a single shop that does not do loyalty programs/cards/coupons or something else like that in this country - am starting to understand that whole system a bit better...