Every year, especially as we approach the holidays and reflect on the most memorable campaigns of the year, there are countless battles to see which brands have captivated audiences. With the stress and uncertainty that the pandemic brought this year, there’s a new battle, and this time it’s a battle for our health.
As we adapted to doing everything from home, we witnessed how the pandemic propelled the future of fitness. Smart at-home equipment like Peloton, Mirror, and Tonal, helped us recreate a sense of normalcy as we found creative ways to stay active without entering a gym. And while some brands such as Peloton soared in popularity, other brands, like Echelon, had complete brand fails.
Your Brand is Your Share Price
As a company known for creating data-driven brand audits, we used our proprietary AI-powered strategy engine to review mainstream and up and coming connected fitness products Peloton, NordicTrack, MIRROR, Tonal, FightCamp, Echelon, and Tempo to see how these stand out among one another, and which brand may ultimately triumph.
Looking at things like social media metrics, ads, blogs, website content/traffic, online forums, and reviews, our assessment produced a BlueScore for each of the companies, which rates their overall performance amongst one another. It’s based on how familiar, unique, consistent, relevant, and revered their brands are among their audience.
Tonal Demonstrates that Strength Training Has the Potential to Outpace Spins
Our brand audit found that Tempo and Echelon rank at the bottom. Echelon’s Prime Bike media plummet caused them to rank the lowest in relevancy among consumers. To fix their brand, they will have to invest in large partnership campaigns – like securing notable brand ambassadors such as Chrissy Teign or John Legend, to increase customer ratings.
Peloton is leading the pack due to its community/social share of voice. While it had an awkward Christmas promo video last year, it’s definitely bounced back. They’re now reading the room and tapping into what consumers actually want. Partnering with Beyoncé and bringing fitness programming to historically Black colleges and universities is a step in the right direction for their brand.
Just One Point Under Peloton, Tonal Outpaces Competitors
But I’d place my bets on Tonal. With the second-highest revered score and just one point under Peloton, Tonal outpaces competitors because it knows how to captivate its customer base through consistent and original storytelling. Tonal’s overall satisfaction is also on par with Peloton, but they lack scale and awareness. If Tonal continues to invest in paid media while building a more substantial community presence, it can take a significant market share from Peloton.
Interestingly enough, FightCamp has the most diverse price points, catering to many consumers. However, the cost is not a driving factor consumers use to determine their advocacy of a brand. So it really doesn’t matter. Our data also showed that while Mirror may be loved by Lululemon, it’s marketing is bleak. To elevate its brand, they’ll need to invest in consistent marketing campaigns – one with TikTok stars could do the trick.
Using These Insights To Propel Your Brand
For marketers who are brainstorming ways to stay ahead of the competition Especially during turbulent times, what actions can you take today? Here’s my advice:
- Community is king: Listen to the consumer. A solid brand is built on values, a strong mission, and a force that supports those pillars.
- Read the room: Before moving forward with a marketing campaign, ask yourself, does this resonate with today’s sentiment?
- Never stop learning: It’s important to continuously measure how your brand stands amongst competitors. In what areas are you excelling? What areas have room for improvement? Consistently re-evaluating your brand will help you improve your strategies and overall brand health.
Ultimately, a brand with consistent messaging and a strong online community will always do well. While hundreds of brands like to focus on expensive ads and over the top commercials, it’s the organic conversations happening online that push results and a beloved brand. Think more grassroots, less grandeur.