For Goodness Shakes: more health value, less marketing noise

When a brand provides real value beyond its core offering (beyond mere communication to marketing that matters) it’s a win/win for both customer and company. Here’s an example.

For Goodness Shakes, the sports recovery brand, is partnering with the National Register of Personal Trainers to provide more health value to those whose New Year’s resolutions include “this is the year to get in shape”, by giving away one million free personal training sessions.

Through an on-pack promotion (and a promotional code entered onto a dedicated site), consumers can book a training session with a personal trainer. The session will include an initial fitness consultation, training and a list of performance goals to hit throughout the year.

What I like about this effort, beyond its obvious benefit to For Goodness Shakes customers, is that it:

1. is a natural fit between the two brands (one of the requisites for a strong co-branding partnership)
2. delights and surprises customers in an unexpected way (helping to keep the brand-customer relationship fresh)
3. has the potential to drive incremental business (for both brands)
4. helps to grow a more loyal fan base (at least for Shakes)
5. encourages word-of-mouth
6. reinforces belief in the Shakes brand (of it’s dedication to athletes)

In what ways can your brand create new and greater value (and less noise) for your customers? For one million of them?

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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