$31
Cost per lead
800
Starting members
1,589
Members after 6 months
Key Stats:
- Cost per Lead: $31
- Starting Members: 800
- Members After 6 Months: 1589
Overview:
For the Anytime Fitness Southbank presale, we designed and executed a dynamic localised campaign that leveraged the building blocks and successful strategies from new build & refresh campaigns nationwide. This presale strategy leveraged our network’s size, scale and visibility, allowing the client to tap into the highest-performing paid digital assets nationwide at no additional cost. There was no guesswork with this presale, just data-backed executions ensuring the gym had it’s front foot forward and the club owner obtained the bestresult available.
Services We Provided:
Paid digital: Across Meta & Google with dynamic campaign structures.
Eco-System Access: Photos, Designs, Videos, Presale campaign structures and more.
Content Creation: Discovery, content briefing, creative direction, script writing, talent management and revisions.
Project Requests:
While our primary goal was to maximise lead generation and sales opportunities during the presale phase, we had additional priorities to consider. First, we needed to establish the product-market fit and brand identity; this involved crafting a targeted message that resonated with primary and secondary avatars and showcased the gym’s unique offering. The attrition percentage of new customers was to be kept within a pre-defined range, so we focused on ensuring that leads were nurtured with effective retargeting funnels, taking users on a journey that showcased a wide set of content pillars while considering how to manage expectations best while still exciting the community for what was to come.
Strategy:
The strategy revolved around intertwining high-performing creative alongside digital IP and building strong local awareness through paid advertising on Meta and Google. The Multi-Prong digital campaign was carefully executed and ensured that while locals were taken on a journey, We combined these efforts with an effective organic social media strategy, ensuring visibility throughout the community. Content highlighted the upcoming facility’s features, the local community, and the benefits of an Anytime Fitness membership. We also used a referral strategy to create buzz and engage early members. Our sales team was equipped with the right tools to convert leads efficiently, ensuring high conversion rates from initial interest to sign-up.
The Big Picture:
Membership Growth: By month 6, membership had grown to 1,589, demonstrating the success of the presale campaign and the effectiveness of a sustained engagement strategy post-launch.