The Virgin Active brand focuses on customer retention and the satisfaction of customer needs.
Marketing campaigns have been conducted within the last few years with the implementation of
direct communication and responses. Through this marketing strategy, the club concentrates on a
particular audience in the promotion of its health services. This has enabled the Club to build a long-
lasting relationship that is productive and which has rendered Virgin Active to be the most versatile
and resilient of the group’s businesses.
The Virgin Active corporation ties ups with other large institution within the Virgin group. The Virgin
name is already branded, thus associating the clubs with the wider Virgin group, from trains to TV,
from flights to wines, from mobiles to money and from holidays to health clubs. The offering of
special discounts creates a sense of well-being for the customers.
Good advertising promotion tool
Advertising involves large mass media promotion to communication-based payment of nonperson
forms. Advertising is the main strategy used for the promotion of various services and services. Virgin
Active has integrated its marketing communication through the use of television and radio to reach
the larger population. This offers communication options for various marketers and allows them to
associate their promotion tool directly or indirectly with their brand.
This involves sending direct message to customers; this is mainly through commercial
communication, for example: by use of direct mail, telemarketing (use of phones) and e-mails. The
clubs direct marketing involves the use of media such as TV, radios, newspapers, billboards, digital
campaigns and internet banners.
Through use of coupons in magazines and newspapers, Virgin Active’s managers are able to specify
different schemes available within a given period, thus increasing sales that month.
A good brand name
The Virgin brand encourages instant recognition in an instantaneous society. Hence, the critical issue
for the Virgin brand name is that it is portrayed in such a way that customers can respond to it
quickly. In addition, the Virgin Active Health brand is that it is one of the most fundamental pieces of
information customers use to simplify choices and reduce purchase risk.