The Client: A Boutique Fitness Company
Personas We Developed for Targeting
Research, create and test digital audiences personas.
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.
Flower Child
Fitness First
Mature Glamour
Watching Weight
Your Bubbie
Challenges
- 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
Superpowers
- Facebook – Instagram advertising
- Social posts and content
- Landing page offer development & testing.
- Video Editing
- Google remarketing
How We Overcame
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Harvest the study data from brick & mortar market analyses, then research, test, and validate that data for digital advertising.
- 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.
Client Victories
- Increased Ad Click-Through Rate to 10% — more than 1000% above industry standard.
- Made engagement ridiculously affordable — less than $0.01 each!
- Improved the company’s lead generation cost by 68%.
- Improved the cost per sale by 86%.
- Earned a 500% return on digital ad investment.
