Keiser Corporation is a global leader in the design and manufacturing of Dynamic Variable Resistance fitness equipment which uses compressed air instead of iron mass to deliver safer, more impactful workouts at-speed. As a sport science pioneer for over four decades, nearly 80% of professional sport franchises use Keiser’s equipment worldwide. Despite its engineering and design prowess, Keiser lacked recognition among general consumers, having never marketed itself to a mass market. Hoping to change this, Keiser turned to Plan B.
In a sports and fitness equipment market dominated by messages related to power, Keiser needed an ownable position that would cut through the noise and resonate with a broader consumer audience. After Plan B met with its visionary founder and immersed itself in Keiser’s brand story, we knew that the winning strategy would touch on its commitment to constant improvement — something unique to Keiser that would resonate with the ethos of its many and varied target audiences.
Working closely with Keiser, Plan B helped carve out a unique position for the company around the tagline, “Because ‘Good Enough’ Isn’t.” This idea, which embraced Keiser’s values, brand story and commitment to innovation, proved the ownable solution it needed to differentiate itself from other fitness equipment manufacturers. Plan B then set out creating the materials Keiser needed to bring this idea to life, including videos, email templates, social media content, collateral, print advertisements, trade show booths, a sales app to use in the field, corporate website, and a vault of creative resources for Keiser’s sales representatives.
While the initial results (below) for Keiser’s mass-market recognition are compelling, Plan B continues to drive efforts that push Keiser further into the mass-market spotlight, not just as a creative partner, but as a trusted advisor for broader strategic business and marketing decisions. Because when it comes to Keiser, “Good Enough, Isn’t.”
- 40% growth in followers for Keiser’s Instagram, Twitter, and Facebook communities.
- 1,010% Instagram engagement increase YOY
- 247 bikes sold via first holiday season e-commerce effort, without paid media spends.