Connect Fitness is run by Scott Bancroft, a 10 year veteran of the gym industry who now teaches group fitness classes for women in two rural Hampshire locations. The business has been open just over 18 months ago and already has a die hard group of 30 ladies with memberships train there every month. Memberships are priced at £79 p/month and with that they get hands on personal training, accountability, nutrition advice and community at a fantastic price. The product is great and Scott is excellent at what he does.
Scott started by doing his digital marketing himself and was really successfully with it - he signed up a great client base doing Facebook Ads but after 18 months it had stagnated and new lead generation campaigns were getting expensive. Being so rural, there just simply wasn't enough of a population to sustain his ad campaigns in their current format - he had reached a saturation point.
NEW PRODUCT. NEW LOOK. NEW CUSTOMERS.
Scott wanted a new way to generate leads that would cut his marketing costs and give him the ability to sign people up for the next 18 months of business. He had already come up with the idea of doing a '6 Weeks To Wellness', high value, high intensity course that could be run every 4 - 6 months.
This was the most comprehensive fitness course he had ever put together and included hours of online learning content, a 100+ page nutrition guide with recipes, and access to 3 fitness classes every week. The course would be priced at £197 for the 6 weeks, starting on June 1st.
Before we started, we came up with some really clear objectives for the campaign.
Sign a minimum of 8 people up onto the course, creating enough revenue to cover all costs of the campaign.
Create a campaign that can be replicated or amended easily to be able to run it multiple times per year.
At the end of the 6 week course, move at least 50% of the clients onto the profitable monthly memberships.
To execute these objectives, we developed our strategy around video content to be distributed via Facebook and Instagram, these videos directed traffic to custom built landing pages on ClickFunnels to collect the leads. Really simple and easy to manage with low initial set up costs. You can see the traffic map we pitched to Scott below...
We did a 4 hour shoot with Scott to create 5 edited videos, giving us lots of options to use video on landing pages and in future campaigns.
This video was used directly on Facebook to drive traffic to the landing pages we had built. We wanted the video ad to really focus on the community of Connect Fitness to take some of the 'fear factor' away, while still referencing the amazing results you achieve with Scott.
We ran two basic ad formats on Facebook and Instagram - a video advert about Connect Fitness to cold audiences and a retargeted advert that had focus images about aspects of the 6 Weeks To Wellness programme. We retargeted anyone who clicked the link or had watched 10% of the video for the follow up ad - this helped us identify anyone who was expressing interest or needed more information about the course.
You can see examples of both below...
We really needed to get the landing pages right first time with this campaign, we simply couldn't afford to send lots of traffic to them and not have the landing page convert because there wasn't a deep well of potential customers to optimise through trial and error.
One of the biggest hurdles we had to overcome was the fact that Scott had no before and after photos of women who had previously done the course to show off their results - to overcome this we heavily featured video testimonies on the landing page to boost trust as much as we could.
In total we created 3 variations of our landing pages, you can preview the first section of one them below...