“As soon as we started with you guys, I had to hire a new employee to take care of all the people that were coming in. We’re actually kind of outgrowing our space now that we’ve gotten all these new members … That’s a good problem!”
Those are the words of Joann Spencer, owner of IM=X Pilates and Fitness Pittsburgh. Working together has brought a ton of value to both of our teams, and we were thrilled to hear that they signed on 41 new, paying members in just 2 months. Let’s take a deeper look at how this was done, and how it’s influenced her team.
IM=X PILATES PITTSBURGH
First, it’s important to note that Joann and her team specialize in incredible customer service. Their Pittsburgh location has 5 star ratings across the board, including Facebook, Yelp, and Google. So when they get new students through their door, people are blown away by their first workout:
This customer service and the workout itself both play a huge role in Joann’s membership base, customer happiness, and the results of this campaign.
Within the first month that Joann and her team started working with Loud Rumor, their fitness marketing campaign generated 246 leads.
That means 246 people filled out their first name, last name, email, and phone number requesting a spot to workout at their Pilates studio.
The Cost Per Click (CPC) on the Facebook ad that promoted this offer was $0.24. The Cost Per Lead (CPL) was $2.31.
So to generate those 246 leads, Joann and her team spent $567.06 on Facebook advertising.
Then, because of their strong sales process – Joann mentioned she had to hire on another team member solely to manage these leads! – and top notch customer service, they then went on to sign 41 new members in the first 2 months of their campaign.
We had the chance to talk with Joann about her experience collaborating with our team. It was great to hear how these new leads and members influenced everyone at their Pittsburgh location! If you want to see her entire video, watch it here.
HOW IT’S DONE
IM=X Pilates and Fitness Pittsburgh’s campaign started with a Facebook ad promoting their free week pass. Here’s a sneak peek of what that looked like:
We used stars to call the attention of women living in the same area as Joann and her team. From there, we made it very clear what the offer was, what the workout was, and what action to take. We also used a custom video that showcases Joann’s Pilates classes in action.
Once people clicked on the Facebook ad, they were taken to a landing page where they could then redeem the offer. Once someone filled out that page with their first name, last name, email, and phone number, they were then considered a lead and Joann’s team began the sales process.
Here’s a sneak peek of that landing page:
Once someone fills out that form, multiple things happen through our automated campaign including:
- Thank you page
- Email auto-response and drip sequence
- Customer (Joann’s team) is alerted of the lead
- Text message implementation
- Retargeting (if someone doesn’t fill out that form after landing on the page)
- And tons more.
These are all of the features that go into our Fit FLAVER program for fitness studios and gyms. But the main components that played a role in these specific campaign results were the free week offer (this has been the most successful promo that we’ve fun for any fitness business), the quick follow up by Joann and her team to get these leads scheduled for their first workout, and the incredible experience that they provide in their studio!
Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.
Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.