The Client: A Boutique Fitness Company
5:1 Profit
45% Lead Conversion Rate (from click)
<1% Cost Per Engagement
The Perfect Workout is a boutique fitness company with over 60 locations in the US. They offer private studio training using an exercise method for body sculpting that is safe post-injury and ideal for an aging population.
Traditional advertising, primarily print and radio, became impractical after their rapid growth, doubling their number of studios and expanding from 2 counties in California into 9 states.
Mission
Create a new customer acquisition channel. Make it digital and make it profitable.
Hurdles
- No past digital marketing or social media success to leverage
- Company’s best sales content prohibited (weight-loss, before-after) by Facebook’s and Google’s advertising policies
- Narrow demographic & geographic area
Weapons
- Facebook – Instagram advertising
- Social posts and content
- Landing page offer development & testing.
- Video Editing
- Google remarketing
How We Vanquished the Enemy
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Harvest the study data from brick & mortar market analyses. Research, create and test digital audiences personas.
- Translate traditional advertising media and messaging into compelling digital content that drives leads and sales.
- Evolve the brand identity with social digital media, landing pages, offers, video, and ad creative.
- Leverage the initial brand awareness and social engagement to decrease the company lead generation cost.
- Test and optimize offers, landing pages, and ad campaigns to increase profit.
Our Victory
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Ad CTR: 4-10% (0.9% industry baseline).
- Gradually optimized to a purchase conversion rate of 8%.
- <$0.01 cost per engagement.
- Added a decade to their target demographic (expanded lead age range from 60+ to 44+).
- Decrease the company’s lead generation cost by 68%.
- Within 9 months The Perfect Workout had a 38% qualified lead conversion rate, which we improved within 6 more months to 45%, a 9% sales rate, and a 5:1 profit from investment.
$0.02 Cost Per Engagement
Decreased from $0.15 CPE
5.8% Click-Through Rate
Increased from 3.3% CTR
