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July 30th, 2003 Case Study GNC
Supplements New Year's PR by Lindsey Wyckoff
In the summer of 2001, General Nutrition Center (GNC), a national chain of vitamin, supplement, nutrition-related stores, began planning the launch of an enhanced "Gold Card" rewards program. After 10 years without a change, they were ready to unveil a new Gold Card program in January 2002. In August 2001, Magnet Communications presented a plan to GNC and was brought on board. However, a few weeks later the events of September 11 dramatically changed the nation's mindset, necessitating a revised plan (and, thus, loads of research) in a limited timeframe if the launch was still to occur. The new objectives set by Magnet Communications included increasing the visibility of GNC, promoting the new program, generating significant media coverage and positioning GNC's dedication to helping consumers live well. The target audience (no, not vitamin freaks): people interested in health, fitness and well-being. Media audits were performed to analyze the tone of coverage of the mindset of Americans. Then, a random phone survey was conducted using ICR's Excel Omnibus, to learn about New Year's resolutions. Plans for New Year's celebrations were also researched across the country and consumer/retailer relationships were explored. Magnet Communications/GNC discovered that most plans for the New Year included sticking close to home and being surrounded by friends and family. Not surprisingly, rather than a resolution to lose weight or quit a bad habit, people were vowing to spend more time with those close to them, to enjoy life and to decrease stress. Plans for New Year's celebrations had shifted away from the typical, large-scale, raucous parties to more intimate, community-based gatherings. Based
on these findings, Resolutions for America was developed. At
First Night celebrations across the country, people filled GNC-sponsored
displays with their resolutions for the country and for themselves.
One can only wonder how many of those resolutions were actually kept
(that would make a nice research project), but doing so wouldn't change
the outcome: Resolutions for America was a hugely popular endeavor,
garnering 52 million media impressions. |
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