Anytime Fitness: Getting Online Marketing in Shape

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Anytime Fitness is a health and fitness club. The Spain branch is looking to increase subscriptions to its 60 centers in the country. They are wondering whether they should increase their online budget or their offline budget. Within the online budget, they also want to know what should be the mix of search advertising versus display advertising.
Bibliographic citation: ÁNGELA JIANG WANG,, GALLO, Í. (2021). Anytime Fitness: Getting Online Marketing in Shape. IESE, M-1381-E.
Date: 01/02/2021
Author(s): Ángela Jiang Wang; Íñigo Gallo
Document type: Case
Department: Marketing
Sector: Physicians and health; Physicians and health
Languages: English
Year of the events: 2020
Geographic area: Spain
Learning objective This case is an introductory case to digital marketing. The two main questions are very straightforward: should we spend more online or more offline? And, regarding the online budget, should we do more search advertising or more display advertising? In order to answer to these questions, the company must first analyze the effectiveness of their current investments, consider other more qualitative criteria, and then optimize their marketing mix.