Pure Impact Boxing Gym — direct mail (SPEC)
Client:
Pure Impact Boxing Gym
Challenge:
The gym wanted to drive walk-in traffic and was targeting busy, active, fitness-conscious adults aged 22–38 who wanted to work out hard and whenever they could.
Solution:
Pure Impact’s competitive advantage was its extended opening hours and flexible training schedule. Both sides of the 11″ x 6″ direct mail jumbo postcard had to be catchy and show the benefits, since either could be seen first. I highlighted the extended opening hours on the front, and on the back I showcased the tough workouts, with some crossover of content. My subheads promoted the new hours, the workout quality, and the free 3-day pass. To add urgency, I added a deadline. Testimonials in quotation marks gave proof for the key benefits. I needed to cut testimonials and gym features down to the essential so that the postcard would be attractive and easy to read.
