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GNC Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




GNC Corporation, headquartered in Pittsburgh, PA, is a specialty retailer of nutritional supplements and other health products. GNC stores are both company-owned and franchised in the U.S., Canada and in global markets.

Main Telephone (412) 288-4600
Main Fax (412) 288-2099
Primary Address
300 Sixth Avenue
Pittsburgh, PA 15222
USA

GNC Corporation Contacts

Contacts (5/15)
Name Title State
Jeff H. Executive Vice President & Chief Marketing & eCommerce Officer PA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (412) 288-4600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 300 Sixth Avenue
Pittsburgh, PA
15222
USA

Paul Y. Senior Vice President & Chief Information Officer PA
Robert M. Interim Chief Executive Officer PA
Tricia T. Chief Financial Officer PA
Mike D. Executive Vice President, Operations PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
GNC Corporation ********
Pro Performance ******
Fish Oil ******

Agency Relationships


Brand Agency Service From To
*** *********** ******* ***** public relations 2012 present
*** *********** ********** AOR - media buying & planning 2015 present
*** *********** ***** digital 2015 present
*** *********** ******* *** Creative 2016 present
*** *********** ******** Social unknown present

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DailyVista

Direct Response Opps: GNC to pump up customer acquisition efforts


Subject: TV, radio, digital, social media, outdoor, sponsorship, print

Company: 

Opportunity: Almost a year after hiring new agencies and launching a new campaign (research here), CEO Michael Archbold said during he Q4 earnings call that customer acquisition is still not where it needs to be – despite success in targeted marketing. “We have significant brand awareness, more than 82% (see chart from the investor presentation right). “What we’re focused on is turning that awareness into consideration, purchase and new customer relationships.”

Not a good look considering advertising levels have declined over the last year as GNC takes more of a product, DR focused approach (research here). 

GNC’s agency partners haven’t been on board that long but it only took less than nine months for digital and social media to move from here). So, if customer acquisition doesn’t improve by Q3, the account could become vulnerable again. The new ”Just Ask. We Make it Simple” campaign (above) just launched in January, so keep a close eye on its performance. Media ROI transparency is a big point of emphasis for GNC under Archbold, as well. 

As such, an initial advantage should go to shops with proven DR expertise. Dunnhumby data Gold Card has turned into a discount program but it will return to its loyalty roots, with the goal of strengthening customer relationships.

Sellers – note that GNC wants to reach the wider health and wellness market – not just athlete and bodybuilder segments. As such, boosting appeal, visit frequency and dollars per transaction with healthy active women will continue to be a top priority (research here).

Additional Insight

Ad Spend: GNC spent $64.3 million on advertising last year, down from $70.5 million in 2014, according to a filing with the SEC.

TV Breakdown: The first ad in the “Just Ask. We Make it Simple” campaign debuted January 18, according to iSpot.tv. Thus far, $1.7 million has been spent to air the ad (see targeting right).

 Digital Breakdown: Over the same period, 115 standard ads, five high impact ads and two video ads have appeared on almost 700 publishers (<1% mobile), 87% of which was placed programmatically versus site direct. Desktop and mobile ads are running mostly on news and health/fitness publishers. Top sites include webmd.com, yahoo.com, usatoday.com, healthheadlines.com, eater.com, myfitnesspal.com, esquire.com and foodnetwork.com.

Video is running primarily on hulu.com, comcast.net and tv.com, Moat reports.

GNC Corp. 
300 Sixth St.
Pittsburgh, PA 15222
(412) 288-4600

Jeffrey Hennion 
Executive Vice President & Chief Marketing & e-Commerce Officer
(412) 288-4600
jeffrey-hennion@gnc-hq.com

Fareeha Khan
Media Planner & Buyer – Crossmedia
(212) 206-0888
fareeha.khan@xmedia.com