EVENTS & PROMOTIONS;JAZZERCISE JUMP-UP FOOD MARKETER PACTS ENERGIZE LONG-RUNNING FITNESS PROGRAM

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Jazzercise, a workout phenomenon dating back to the 1970s, re- fuses to take a breather, with new sponsors jumping in.

Over the past 26 years, Jazzercise has outlived countless fitness fads to emerge this year with record participation and a new integrated-marketing program.

Ore-Ida baked potatoes and General Mills' Total cereal are linking with Jazzercise this fall for product promotional tie-ins, and a handful of other package-goods deals are in the works.

The marketers are attracted to the long-term, highly loyal following Jazzercise has among its 450,000 users, most of them women, who take Jazzercise dance fitness classes weekly across the U.S.

4,700 INSTRUCTORS

Jazzercise, in turn, has decided to bring a more strategic approach to its promotions to broaden brand awareness for its network of 4,700 instructors who teach classes in a uniquely grass-roots system.

"We're a home-grown company, and 80% of our customers come to us by word of mouth," said DeeDee Kovacevich, Jazzercise VP-marketing.

Jazzercise named MGA Partnership Marketing, Paramus, N.J., its agency of record for integrated marketing last May.

"Jazzercise has a system that's truly person-to-person marketing, and that's what marketers are after these days to build loyalty," said Joseph Epner, managing director of MGA.

Jazzercise is negotiating with several undisclosed package-goods marketers for additional tie-ins to begin in 1997, as it embarks on a major East Coast expansion.

Despite some declines in participation in the mid-1990s, the company is now on the rebound, Ms. Kovacevich said.

Ore-Ida's on-package promotion offers four free Jazzercise classes in exchange for three proofs-of-purchase. A national newspaper free-standing insert drops in February; point of purchase also supports.

Total cereal this fall began offering class discounts for proofs-of-purchase; an in-store promotion begins later this month.

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