Big names and big ad budgets don’t guarantee good ads.
1. Don’t the machines look pretty much like ALL selectorized equipment?
The ad I viewed recently showed a row of selectorized equipment. If you had held a gun to my head, I still couldn’t have told you who made it or why it’s supposed to be different.
I don’t think most of you can spot significant differences either.
Do a quick Google search of what OTHER selectorized equipment looks like – not much different.
2. Do the ‘differences’ even matter? (And ones that do)
Most selectorized equipment lets you start with low weights. Automotive-grade seats? Most people don’t love sitting in their cars, so why choose this comparison? They mention “gas-assisted” adjustments without explaining what this means and why it matters.
There was also a typo – “exercises” should be “exercisers.” Oops.
3. How would consumers know what was so great about it?
Even if those differences actually improved the experience for consumers, how would anyone know that this equipment is actually different? Most people use selectorized equipment on their own. No one’s standing there to tell them all about the details. So if they’re truly intimidated, they’ll never find out about all this theoretically “less intimidating” stuff because you can’t tell it’s even there UNLESS you’re brave enough to try it. At which point, intimidation has somehow conquered itself, no thanks to Precor.
4. Ripped, aren’t they?
I am cynically tickled to see that every single model in this ad looks extremely fit…thank goodness they were able to overcome their Extreme Equipment Fear and get on with their workout. And no sweating, either. Sparkly and buff – that’s how I always look in the middle of my workouts. Of course, it’s images like this that REALLY turn off customers. Especially since everyone here looks like they’re in their 20s, with the possible exception of that guy in the blue t-shirt.
5. Conspicuously absent
And yet the most compelling marketing possible is conspicuously absent here. And that’s a photo of a real person, talking about why they actually found this equipment easier and more empowering to use.