Brands engaging a niche community – Blackmores
September 25, 2008 2 Comments
After being involved with the Blackmores running festival on the weekend (great event), I was sent an email earlier in the week directing me through to the B Your Best website to get a free health check. Before receiving that email I hadn’t visited the site before, but really wish I had. The great thing about it is that you don’t need to purchase any Blackmores products to be part of the site. The core focus is the Blackmores running festival with a hint of health and wellbeing (obviously).
It is a great site and has been really well thought out and shows a thorough understanding of the running community. There are links to photos from the race day, there is a run split calculator and there are links to Blackmores ambassadors (people who have trained for the different events). Below are a few screens and areas of the site that I think are great.
When you sign up, it asks you a few questions to help profile and find the event that is right for you (4km, 9km, 21km or 42km). Based on that info it updates the training profile and shows the current day challenge to help you achieve the goals.
After updating my challenge, my training program appears and allows me to either select completed or uncompleted on everyday – helping to track your progress (and also making you return to the website continuously).
There is a prepopulated area on the site for ‘Ask a Trainer’ questions. Where there are different subjects (limited based on a drop down) and questions relating to the subjects. This would have been the perfect placement for a personal training company to join forces with Blackmores and either offer advice (respond within a 24hr period) or live chat sessions.
My favourite niche community site is Nike+ because it provides the platform for like minded individuals to join a community, compete against peers or people they don’t know and also track their progress. This site really does compete (particularly when you compare what Nike has in their marketing budget to Blackmores).
This website was specifically created with the Blackmores running festival in mind. There is a huge opportunity for Blackmores to own all of the running events in Australia. When I went in and set up my challenge, it would have been great if I could have selected the Canberra marathon or the next running event.
There is a huge opportunity for Blackmores to extend this out to be bigger than just their brand and include personal trainers, fitness professionals and other complimentary fitness brands. Maybe a fitness first or a large personal training company would be the ideal partner.