![]() ![]() "Is this fixable? Why wasn't it replicating success?" The CEO pointed out that with franchising you can't just fire and hire. "The train had left the station but with little success," said Long. Long recalled, "We believed in the science and effectiveness of it, but were people really going to do it?" They launched the first number of franchise units but they grossly underperformed compared to corporate. ![]() The scariest moment of Long's career happened after he and his co-founders Jerome Kern and Ellen Latham decided to franchise Orangetheory Fitness in 2012. It didn't get a lot of traction and created a lot of admin work." We placed them in small businesses around town and numbered the balls. "We got all these small fish bowls and filled them with orange ping pong balls with different offers. Another guerrilla marketing campaign idea involving ping pong balls but didn't work out so well. "We don't really use anymore," said Long, noting that today the brand has enough recognition. Similarly, OTF staff wore full body orange morph suits and stood on street corners, walked into local stores, and ran in 5k races. "It created a buzz that we were coming," he said. One was the Orange Bike campaign where the team bought 200 orange bicycles and placed them around town for people to ride. "We tried almost every type of guerrilla marketing campaign," he said, leveraging the bright orange color of the brand. Starting out, Long and his team deployed several over-the-top stunts to build local brand awareness before opening a new location. ![]()
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