Jazzercise Bag: Getting Credit for Commitment

I just had a disappointing experience in Jazzercise, and I'm going to try to make sense of it by writing about it.

Our little Jazzercise center here in San Antonio ran a promotion where they encouraged - nearly forced - us independent exercisers to team up with others in class to encourage one another to come more often. They offered a little cloth beach bag as a prize; as a team, we were to accrue 36 total classes. They awarded extra points for us getting together outside of class. Now, the center's staff did warn "supplies are limited" - but set expectations that lots of people would win bags.

Marketing Genius Idea

As a marketer, I loved the idea. Working toward a tangible, measurable goal is easier than working "to maintain health" or "lose weight." The goal itself begins to exert pull. I've used journaling in the past for this, set interim goals, awarded myself gold stars and so on. It really does help. Working toward better times in running, or swimming, or longer distances for biking, have proven their worth as tangible goals.

In this case, the trick worked, the team-wins-cloth-bags incentive got me going. The dynamic was turbocharged by my strong desire not to let my two team members down. Gwen and Raquel attended more regularly than I did, and I was determined to contribute to the team's success

Sharon has remarked before about the special magic of Curves tracking her frequency of visits. The mere fact that someone has a record, someone is paying attention - makes her want to up her number. We'd brainstormed about the perfect fitness center where you set a goal for attendance, and the club itself displays a welcome message and shows you where you are in relation to your own goals. That's definitely "be careful what you wish for" territory - would you stop coming if you're afraid to see what the message board will show you?

As an exercise in facing the simple truth about one's dedication to fitness goals, though - it rivals Weight Watchers accountability.

And here was an incentive idea that not only helped me track and note my own attendance, but harnessed peer pressure to move us all forward, making the Jazzercise place itself a center of positive change and reward. All good branding!

But Then It Falls Apart

The Jazzercise center staff have plenty to do without running ad hoc marketing events, I suppose. The organization on the contest left something to be desired, and it had the earmarks of what I call a PPO (poorly planned ordeal) - but I trusted them to come through if we did.

On Friday, I attended a class where somebody was awarded a bag. That renewed my resolve, and I made extra effort to step up my attendance, I had the pleasure of initialing our final "winning" class in the grid of 36 needed to win. The setup of the contest was so vague, there was no one to notify - but I figured we'd get our award next visit.

On Monday, I was pleased to report to Raquel that our grid was complete, and we should be getting our bags. During the course of the class, the instructor was tasked to tell us that they were out of bags, that promo was over - but to stay tuned for the NEXT promo contest where we could win a "matching" beach towel.

I was *so* disappointed! I felt baited and switched. Now I don't really need another cloth bag. And I can console myself with the benefits of reduced stress, increased fitness, and two new acquaintances. I'll bet I wasn't the only one who was chagrined.

Lessons Learned

That great idea turned into a very NEGATIVE branding experience. What I need to take away is, ntentions be damned, customers only judge you on the final result. No contest would have been better than this one. Execution is a VITAL part of a good branding experience.

What could they have done? Give us a pen, a star, shout out the team members who met the goal. Something. Anything. Recognition. Without that - the message is: Gotcha! You fell for it. We don't really care about you and your little buddies, how often you come, as long as you don't cut off the automatic debit.

And am I in a great headspace for hearing about their NEXT promotional contest? Don't think so.

Comments

[Julie Gomoll]

Wow... is there some Great Jazzersize Overseer you can contact to let them know about this? I don't know how the Jazzercise model works, but I would hope that there's someone in that organization who cares about such things.

Ironic that I should read this today. I too had a lousy user experience this morning while trying to learn about a TV show that had been featured in the New York Times. I blogged about at http://juliegomoll.typepad.com/jules_says/2007/04/logo_doesnt_wan.html

[Chris]

This further confirms that Jazzercise is the root of all evil in this world.

[Robin]

Boo Hoo ! You didn't get your bag.
Go buy yourself one and quit whining about it!

[Cyndi Underwood]

I know exactly what you are talking about. I'm not stressing myself out over another promotion again. I was doubling up on classes to get there and the same thing happened to me. NO MORE BAGS. Even strained my knee and was out 2 classes. The same goes for the black tank top for attending 150 classes. I know by the end of the year all tanks will be gone so I just found one on ebay. I wanted the pink polka dot bag too but not even going to try for it. I'm going to do the classes for my health not to win something. Thanks for your story. I wondered if other people felt the same way.

[discount coach]

If you give up when it's winter, you will miss the promise of your spring, the beauty of your summer, fulfillment of your fall. Don't let the pain of one season destroy the joy of all the rest.