they’re all marketing strategies used by fitbit to help them go from a brand new startup in 2007, to a $9.7 billion valuation in 2015. fitbit has become a world-renowned name in both the fitness and tech industries over the last decade. in 2015, the company went public and ended the year with a valuation of $9.7 billion. by using joel as an ambassador for the campaign, as well as getting users to engage in a meaningful activity that aligned with their beliefs, fitbit was able to utilise what is known as ‘purpose-driven marketing’ to increase its brand awareness and customer loyalty. bcbs also partnered with employers and organisations, to help them provide fitbit devices for their staff in aid of promoting a healthy lifestyle within the workplace.
these hidden treasures are a mixture of fun facts and mini challenges that help to keep the user engaged on their solo mission. the challenges that fitbit includes are a great way for people to be motivated to actively use their device as much as possible, and for encouraging them to get their friends and family involved. this is not only nice for the user to show off their progress and feel good about it, but it’s also a great way for their friends, followers and connections to be exposed to the brand and build what is known as social currency. by using social motivation, they build an urge to join the fitbit community so they can connect with likeminded members, building their own self-esteem and social status. in this post, we’ve compiled 41 referral program examples, with screenshots of their websites, emails, and user flows.
learn how the strategy and journey of fitbit has evolved over time. fitbit excels at executing a particularly effective type of branding and marketing strategy: identifying and marketing the fitbit strategy to niche audiences. while fitbit is considered one of the first fitness technologies in the app development world, the idea of fitness tracking has a longer history. the first pedometer, the “manpo-kei,” was invented in 1965 and encouraged people across japan to walk 10,000 steps per day. as a result, park and his partner eric friedman developed the first wearable fitness tracker – called the fitbit, which was released in 2008. within four years, fitbit rode the wave of wearable devices and app development.
in the same year, fitbit launched its own version of a smartwatch, to keep up with competitors such as apple and samsung. early findings from a recent study conducted by fitbit found that their devices could also identify early signs of the coronavirus at early stages. according to the study, fitbit was able to identify, “…physiological signs of disease detected by fitbit devices simultaneously with study participants’ reporting the onset of covid-19 symptoms, and in some cases even before. in an interview with cnbc, park stated that the company has a community of over 50 million registered users who position the company as a strong competitor in the industry. to find a space where fitbit could survive against this level of competition, it chose a narrower category to dominate and developed a marketing strategy to cater exclusively to people interested in improving their health. instead of matching apple’s growing list of features on every new release, fitbit developed medical technology that competes with, and in some cases outshined, what apple and samsung devices.
inside fitbit’s business strategy from $0 to a $9.7b valuation 1: fitbit builds strategic partnerships to help increase brand awareness. fitbit’s marketing strategy focuses on building a niche and catering to an audience that fits it. fitbit founder and ceo james clarks insists fitbit is the incumbent that has failed to innovate quick enough in a growing and changing market. “i just hit 10,000 steps!, fitbit marketing campaign, fitbit marketing campaign, fitbit marketing mix, fitbit sales data 2020, fitbit target market.
fitbit’s strategic focus is and should stay different from competitors such as apple. the fitbit firm aims to ; encourage users to become strategic and complete business analysis of fitbit inc. to influence the growth of the wearable technology market (grandview, 2020). today, fitbit owns 77% market share, competing with big players like nike. in february 2015, fitbit started a campaign – fitforfood,, fitbit target market demographics, fitbit case study analysis, fitbit positioning statement, fitbit target market age, fitbit competitive strategy, fitbit harvard case study, fitbit value proposition, fitbit annual report 2020, fitbit versa 3 target market, fitbit business model. what is fitbits marketing strategy? what strategic marketing opportunities exist for fitbit? what are the 4 main marketing strategies? what is the target audience for fitbit?
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