Campaña publicitaria de fidelización para el centro de acondicionamiento fisico Viking Box en la ciudad de Tuluá-Valle

Abstract

This advertising campaign research proposes is an advertising exercise through the development of a service (C.A.F Viking Box) for its maintenance or maintenance in the market of the city of Tuluá through an advertising campaign. The development of this advertising campaign begins with the analysis of the current market of fitness centers, finding a starting point in the consumption of healthy life and how it has gained strength over the years in the world economy. This analysis is carried out with the help of articles and market research carried out in Colombia and the world on this sector of accelerated growth, detecting trends and anticipating possible behaviors that this lifestyle brings in the market. In the same way the consumer is investigated using internal and external sources of the Viking Box fitness center, the factors that affect the behaviors of the current consumer are taken into account and how the fitness world has impacted their lives. This is obtained through research exercises in which the consumer and a series of relevant authors on the subject are consulted, through documents and research carried out previously that contribute to the clarification of important concepts and conclusions that contribute to the development of all the advertising campaign. After the research exercises, the advertising strategy is proposed, reinforced by authors and documents relevant to the subject, this strategy contains the initial pillars to make this work possible, from there a route to follow throughout the campaign is drawn and in the same way It is raised as far as it goes with it. Following this, an investigation and media analysis exercise is carried out in order to find the most appropriate to carry the message to the target audience, this analysis ends with a media plan that indicates the hours and days in which the message to communicate can impact effectively on the target investigated. At this point, the investigation carried out by the Viking Box consumer and the economic resources available by the owner are taken into account, as well as non-traditional media become the most suitable for the development of the advertising campaign. Continuing with the development of the advertising campaign, a conversion Funnel is proposed as part of the strategy, said Funnel is intended to be implemented through the selected means in order to maximize the results, thus seeking that the campaign complies with The proposed objectives. This Funnel will also serve as a tool for measuring the results, thereby achieving permanent control over the campaign to optimize it if necessary. Finally, it goes to the graphic creative development, which seeks to be thorough and precise to complete the desired impact, creativity is a fairly broad and abstract topic, however, thanks to the research of the authors indicated in the topic, you can clarify and direct in a good way the creative exercise, which concludes with the realization of graphic pieces that are scheduled in the chosen media, these pieces are the collection and application of the conclusions collected throughout the project, these pieces meet the concept and they land it through a copy and an image that connects with the target audience.