The goal of Gymnasium was to launch 2 new Fitness centers in Northern Italy.

We were leaving without a historic customer, being centers in new locations.

The work to do after a first analysis was quite clear: launch a campaign for pre-sale registrations so as to already have many customers, even before the actual opening.

Advertising campaigns

After analyzing the size of the audience segments located within the radius of the two new fitness centers, we defined the advertising budget necessary to have a good monthly frequency of campaigns.

The channels used for lead generation were Google Ads Search and mainly Facebook Ads.

The campaigns were aimed at promoting a savings voucher valid for pre-registration, before the actual opening of the center.

Thanks to a visual creativity testing framework (images and videos), we were able to have a very high average CTR of 4.71% and consequently a CPM of only €2.51.

Segmentation and Profiling aimed at Lead Generation

In the Lead Generation activity, a Chatbot with Manychat was used with questions useful for segmentation and profiling, before making the telephone appointment.

The Chatbot proved to be a very intuitive tool not only in terms of lead generation conversion rate, but also for segmenting the audience and collecting useful information for the sales department.

For example, we delved into the personal motivation behind choosing to enroll in the new fitness center.

This info was very useful both to the marketing team to understand the relevance of the audience intercepted by advertising campaigns with the objective of lead generation, but also to the sales team, in the negotiation phase.

Knowing the interests in advance allowed the sales department to propose a personalized subscription based on the needs and wishes of the potential customer.

The final conversion rate (from leads to customers) was very high (over 20%)

‍Gift & Referral Program

Marketing isn't just lead generation!

The customer journey did not end with the booking of the appointment, as is usually thought..

After requesting the appointment, we added the possibility of receiving a 'gift' (to be redeemed together with the registration) in exchange for sharing on social networks, through a post.

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This strategy has allowed us to stimulate word of mouth with more than 232 shares and reach an organic reach of more than 12320 people.

This referral program also had an excellent impact in terms of revenue (about 10% of total customers got to know Gymnasium thanks to this initiative).