Jennie-O Turkey Store, a division of Hormel Foods, is known to many as one of the country’s largest brands of turkey products as well as a multi-year sponsor of the hit NBC show "The Biggest Loser".   Jennie-O has also been a client of HCMN for many years, running increasingly comprehensive campaigns.

Jennie-O's most recent HCMN campaign included panel advertising with attached coupon tear pads and mirror clings in HCMN clubs in the brand's key markets throughout the country.  The campaign also featured a mobile marketing overlay, offering health club members the chance to opt-in to receive periodic Jennie-O recipes via text messaging to their cellphones.

By the time the campaign was completed, hundreds of thousands of coupons had been distributed and, upon final tallying, 18% were redeemed for purchase at nearby retailers carrying Jennie-O® products.
 
"We are really thrilled with our ongoing relationship with HCMN," said Cris Eide, Jennie-O's Director of Marketing, Retail.  "We know intuitively that HCMN offers the right audience in the right environment for our brand's messaging, but the real proof is in sales.  The IRC redemption rates we have experienced historically with HCMN have been strong and growing, but 18% is a spectacular number; even exceeding what we typically generate with other at shelf coupon programs.  We look forward to future successful campaigns with HCMN going forward," he added.

For a case study snapshot of this campaign, click here

To download a one-sheet overview on HCMN, click here.

To download HCMN's current media kit, click here.

HCMN recently contracted with The Nielsen Company to begin ongoing measurement of the company’s audience throughout its industry-leading network of nearly 4,000 health clubs.

The results of this study will include key audience demos, total audience size (derived from traffic counts provided directly to Nielsen by HCMN clubs), as well as club members’ ability and likelihood to see and interact with HCMN's static panel and digital networks.  The research will also be consistent with the Audience Metrics Guidelines published by the Digital Place-Based Advertising Association (DPAA) - formerly the Out of Home Video Advertising Bureau.

Once the initial study is completed by the Summer of 2010, it will be issued monthly by Nielsen, in the form of Pocketpieces, to its client roster of media professionals as well as provided upon request of Nielsen or HCMN. HCMN will also be included in Nielsen's next issuance of its "Fourth Screen Network Audience Report."

"With the issuing of this research, HCMN's clients will now have a valuable new tool to estimate the size of the audience HCMN is delivering," said Paul Lindstrom, Senior Vice President with Nielsen, who leads the company's place-based media measurement initiatives.  "This research, like our other work in this industry, will be conducted with an emphasis on data transparency and reliability; with the goal being that media professionals will be able to plan their buys with HCMN with the same confidence in audience metrics they have come to expect from other, more traditional, media," he added.

"We are thrilled to be moving ahead with this critical Nielsen initiative," said Ken Williams, HCMN's CEO.  "Having recently added major chains, including Crunch, NY Health and Racquet Club, NY Sports Clubs and its sister chains in Philly, DC and Boston to our network, which already consists of so many great club brands, the timing could not be better.  Combining Nielsen’s ongoing audience measurement initiatives with our best in class club network will only further substantiate HCMN as the nation's leading provider of media and marketing opportunities in health clubs," he added.

The ongoing Nielsen study is part of HCMN's industry leading efforts to substantiate both the size and composition of its audience AND the efficacy of its clients' campaigns.  In the past few years alone, HCMN has executed dozens of client-specific third party research studies and posted case study snapshots on its website – for clients including Honda, Jennie-O, Esurance.com, Gatorade, Blue Cross Blue Shield, Aussie Shampoo, Novartis, and so many others.  

 To view a wide variety of HCMN’s case study snapshots, please click here.

To download a one-sheet overview on HCMN, click here.

To download HCMN's current media kit, click here.

Health Club Media Network™ (HCMN), through its growing network of health club partners, is the nation's leading provider of unique, uncluttered media and marketing opportunities that strongly and measurably influence the behavior and opinions of active, influential adults.

These adults have been shown to be key early adopters and thought leaders in their communities, and HCMN is #1 at delivering them to its agency and brand clients in the most impactful and relevant environment - where they are choosing to regularly socialize and improve their lives. Interested? Click here to learn more.

According to MRI, health club members are light TV viewers and 77% DON'T read the top health and fitness magazines. For a one-sheet on this data, click here . Let HCMN help you extend your reach with active adults in the uncluttered, highly responsive environment of health clubs.