How Fitbit Is Staying a Step Ahead in the Race for Wearables
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In recent years, the maker of fitness-tracking devices has enjoyed the unmistakable advantage of being the first to marketmany consumers even consider the brand a synonym for all products in the entire step-counting category. But now, as the company’s market share has grown, the ubiquitous skinny wristbands have hatched a host of lookalike competitors. And a serious challenge is coming from Apple, which has added GPS to its iWatch and is preparing to release a new version with Nike+.
To maintain its share, Fitbit is updating its product mix with new features and offerings, and venturing into fresh advertising streams like this year’s Super Bowl spot, Fitbit’s first. Later this fall, the brand will be a first-time sponsor of the TCS New York City Marathon; it’s also unveiling a new Adventures app to support the effort. In addition, Fitbit is switching up its marketing strategy by moving more creative in-house and searching for a new media agency.
Winning new customers from all steps of life is crucial to the brand’s survival, said Tim Rosa, VP-global marketing at the 9-year-old company, which spent $78.6 million on measured media in the U.S. last year, a 228% increase over 2014, according to Ad Age’s Datacenter.
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