If you’ve been too busy running your company, meeting the needs of your customers or just having too much fun on Facebook, you may have missed that marketing, as it used to be known, has changed.
Gone are the days of highly-crafted, and excruciatingly scrutinized messages pushed at the highest frequency and lowest CPM to a proprietary universe of suspects and prospects. Visible victims of the marketing transformation that has taken place are expensive postal direct mail campaigns, yellow page ads and even local newspaper ads.
Consumers are now finding value and connecting with brands through search, sharing with friends in social networks and subscribing to content they’ve opted-in to receive. Business leaders must therefore address the changes in marketing to sustain or grow their business in ways that align with today’s shift in customer preferences.
Recently, we had the opportunity to help one of our small business customers take advantage of some of the new methods of attracting prospects with the business objective of converting them to satisfied long term customers. Our strategy and a few tactics that delivered success are outlined here.
Are you ready to LivFit?
Oliveyah Fitness (LivFit), a growing Bay area provider of personal fitness training services, offers a variety of training programs designed to meet the needs and busy lifestyles of Marin county residents. LivFit designs tailored fitness programs that include training with small groups in a “boot-camp” format at outdoor locations throughout Marin or working out in a state of the art fitness facility. Their fitness programs help people of all ages and all fitness levels get in shape to achieve their personal fitness goals.
Grow or fade away.
In order to reach out to new prospects and grow their customer base, LivFit wanted to experiment with some of the new online services available to small businesses. Through word-of-mouth and their social network, LivFit selected the LivingSocial platform (instead of the more well know Groupon) and contacted them via email to learn about their service.
LivingSocial is an online service that introduces local businesses to qualified new customers and provides tools to help convert them to loyal customers. They do this by helping LivingSocial subscribers discover valuable local offers, in their neighborhood, every day. Currently operating in thousands of local markets, LivingSocial fosters a community of sharing by providing member incentives to share local special offers through social media and email.
How we set LivFit up for success.
Below is a summary of how we helped LivFit get in shape with new LivingSocial subscriber customers:
- We worked with LivFit to develop a LivingSocial promotional campaign that defined a compelling, limited-time special offer, participant qualifications, offer requirements and an offer deployment date.
- LivFit then made arrangements with LivingSocial on finalizing all of the details that were to be presented to the LivingSocial subscribers.
- We then worked with LivFit to prepare a unique Offer Redemption Form right within the branded web site and blog that we created for them. This redemption form would capture both a prospect profile and a unique promotion code from every LivingSocial subscriber who signed up for the limited-time offer. Even better, every time a LivingSocial subscriber actually purchased the offer and submitted the Redemption Form, we were alerted via text and email. This allowed us to track response in real time wherever we happend to be.
- We also created a unique blog post announcing the offer to LivFit site visitors. The post included the offer and all requirements that matched the content that LivingSocial subscribers received. The post was optimized for search, integrated LivingSocial visuals, provide links to details about LivFit fitness training programs and was featured on the home page of the LivFit site.
- LivingSocial sent an email to all 50K of their geo-targeted subscribers on the promotion start date.
- LivFit shared and broadcast the LivingSocial offer through their social media channels (Twitter & Facebook) on the day that LivingSocial subscribers received their email about the special offer. The social media channels included a link back to the blog post on the LivFit site which presented visitors with all of the relevant offer details and a link to the Offer Redemption Form.
- LivFit continued to make additional broadcasts about the special promotional offer through social media until the last day of the limited time offer.
- The limited-time offer was also featured in the NEWS section of the web site home page.
- The offer was available for 7 days and only to new LivFit customers.
- 103 Living Social subscribers purchased the offer—a .002 conversion
- To date, only about 45% of those who purchased the LivingSocial offer have redeemed it by scheduling their LivFit training programs (they still have about 45 days to do that).
- Customers that redeemed the offer received a 75% discount on one month of training services.
- In one month, 7 of these customers have converted to become regular LivFit customers who now participate in 3, 6 or month training programs. Expectations are that many more that have not yet participated in a promotional boot camp training will convert. Bottom line, the promotion paid for itself after the first 2 LivingSocial promotional customers converted to become regular LivFit paying customers.
- Every additional LivingSocial member that converts to become a regular LivFit customer turns into new revenue and provides positive customer growth.
Looking ahead to a future of online fitness.
At this early stage of post offer deployment, the Living Social promotion looks to be a success and it will become a basis for future offers and how to make them even more effective. When all of the results data are compiled, we will report on final statistics and conversions.
Bottom line, with the socially integrated web site, blog, and content management system that we developed and produced for LivFit (along with their branding and positioning), this promotion has enabled LivFit to acquire 103 new very highly qualified prospects that will be able to experience LivFit Boot Camp Training first-hand.
This significantly increases the opportunity to convert these LivingSocial promotional customers into long term, loyal customers who can share their experience and satisfaction with their communities in person or online. And without the web site/blog that we created for them that was optimized for search and integrated with social media, this promotion with LivingSocial would never have been possible. Stay tuned for more results as the promotional trainings expire and we complete our analytics.
Have you experimented with Groupon or other services?
Have you found success? Or was the effort not worth the investment? Please share your experience and how you fared. Looking forward to hearing from you!