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How we consistently generated highly qualified email leads for less than $0.48 per email address, acquired all new customers profitably and maintained between 428% and 6,081% ROI on Ad spend in e-commerce and local gym campaigns...
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Case Study: How we are making 62% Profit on our ad spend when acquiring leads and hitting 6,082% ROI within the first month of testing in member sign ups!
By Sam Payne . Aug 25th 2017
One of the biggest challenges I see local gyms facing is how to profitably acquire new customers with limited marketing budgets and small catchment areas...

And these same challenges apply to most local businesses no matter what they offer...

And given that one of my businesses is a local gym chain, i'm very aware of this...

Over the past 5 years I have been the director of marketing and sales for NWK Strength & Conditioning Ltd, and in this time we have tried hundreds of ways in which to overcome these challenges...

But then, when testing our last campaign we struck gold!

Here are some basic figures from that first month of testing:
  •  Ad spend: £144.70
  •  Clicks: 1572
  •  CPC (Cost Per Click): £0.09
  •  Email Leads: 104
  •  CPL (Cost Per Lead): £1.39
  •  RPL (Revenue Per Lead): £86.00
  •  CPA (Cost Per Acquisition): £14.47
  •  Email lead CR: 6.62%
  •  Intro Course Sales: 22
  •  Intro Course Sales CR: 21.15%
  •  Front End Sales Revenue: £245.00
  •  Member Sign Up (12 Month Contract ): 10
  •  Intro to Member CR: 45.45%
  •  Monthly Member Revenue: £725.00
  •  Member Yearly Revenue: £8,700
  •  Total Revenue: £8,945
  •  ROI: 6,082%
  •  Current Retention Rate: 96%
Challenges: (Note: these challenges apply to most small local businesses)

We had a catchment area of 12 miles from our location (Testing proved this the sweet spot).

We had 3 major chain gyms, 2 leisure centres and 8 small local run gyms within 4 miles of our location ALL charging less than us per month.

We did not offer "luxury" facilities of any description, we don't even have mirrors on the walls or showers!

We are trying to sell a niche training style/program that less than 7% of people in our local area have heard of.

We had limited capital to use for marketing and could not compete with the budgets of the bigger chain gyms.

We did not have the staff or time to manage our marketing campaigns full time.

The Strategy:

Our strategy here was to market a piece of content highlighting how I was introduced to CrossFit, and the events that have led me to open NWK Strength & Conditioning ltd...

At the end of the post was a 100 workout giveaway where we could capture the data of the user to then re approach them via email and re target them via Facebook...

We did not advertise the giveaway, this was our first approach and the quality of sign ups was poor and the cost per lead was high...

Once we marketed the post with no mention of the giveaway until the end of the article, the leads were much higher quality and cheaper....

Once the user signs up for the 100 workout giveaway he/she will have call to actions to visit NWK in house...

The strategy basically consists of 2 funnels. The first one to highlight to us the potential new member that is interested in our style of training, the second one the intro course offer...
The blog post and gym home page can be seen below:



The ads that are currently working very well for this campaign can be seen below:
Once we have identified the right person that will be interested in our offer we then re-target them with an offer for the intro course at NWK:
The copy in this ad was a-lot longer, but we have realised that if i'm sending people direct to an offer, I have to do a little more work in the front end (FB Ad) to get them to commit. The copy can be seen below:

When was the last time going to the gym made you feel this happy?

If your anything like me it was never…

Even as a trainer I didn’t really “fit in" with the commercial gym scene…

Waiting for machines to free up when the guy on it is looking at Facebook…

Waiting for the squat rack to free up while someone does bicep curls in the mirror off it…

It was all very…

Boring!

And even when I set up my “crazy conditioning” workouts, everyone would look at me like I was an alien!

Its safe to say it was a very demotivating environment…

So I went to classes…

The problem here is there are what feels like 100’s of you crammed into a studio dancing around like an idiot!

With average equipment, plus the instructor never actually got round to helping anyone as there were so many of you in the room!

That’s when I decided to have a go at this “insane CrossFit” stuff!

I walked in expecting huge muscle bound guys with ego’s bigger than there shoulders strutting around the place…

But I can tell you know I was pleasantly surprised…

I was in a class with 12 other people, all of mixed abilities actually being coached by one of the best instructors I had ever met…

We was warmed up, stretched off and then went through the exercises, all under the close instruction of the coach…

Then when it came time to do the workout, the music was cranked up…

The 10 second timer started to count down...

And everyone was stood by there bars in complete suspense!

My heart was pounding so hard I thought my rib cage was going to crack…

3…2…1…GO!

And with that an eruption of energy went off in the room…

Like a volcano going off!

Everyone was going for it…It didn’t matter who was lifting what or how some people had to scale down certain movements…

No one cared….It was all about you, and giving it your all in this intense workout!

Then my worse fear came to light…I was the last one to finish…

I started to feel embarrassed, but then something incredible happened…

Everyone came and cheered me on…right to the end!

And with my last rep I hit the deck…

The whole gym then clapped me on as I completed my first workout…

With that everyone proceeded to give each other high fives and fist pumps…congratulating each other on completing the workout!

And that was it…That very moment was the time I fell in love with the CrossFit community and everything it stood for…

That was 8 years ago…And I haven’t looked back since…

The amazing thing is, this story is not uncommon amongst the members at NWK…

Since that day I made it my mission to create a community just like that of my own here in Kent…

And 5 years ago, my dream became a reality!

But please don’t take my word for it…

Click the link below hear our members stories, their achievements and experiences…

http://nwkcrossfit.co.uk/

And then if you think this is something you’d like to feel for yourself, you can join us on our next intro course…

We have opened up 20 more places at NWK which will take our amazing community to 220 members…

For the next 20 members we are offering a 85% discount off the next intro course meaning…

Instead of paying £70.00 for the pleasure, you only have to invest £10.50…

Thats only £3.50 per session!

But lets not get ahead of ourselves…

Hit the link below and see for yourself…

http://nwkcrossfit.co.uk/

NOTE: This retargeting campaign is only 2 weeks old and is not included in the data shown in the first month testing. We will have an updated report once the data demonstrates statistical significance.

We can say that this campaign has resulted in 11 sign ups to the intro course in 2 weeks so is performing well so far.

To Summarise:

This is the cheapest way we have found to identify and locate our ideal client, to offer them something of value that will introduce them to our style of training, then up sell them to a 12 month membership at our gym from front end offers for our intro course.

If you have a local business and wish to speak to us about running similar campaigns for you CLICK HERE...

This link will take you to a strategy session call page where we can discuss your current business, your goals and if we can achieve them through paid traffic.

About Author: Sam Payne

Sam is the co-founder and Creative Director of Social Magnet Ltd...If you wish to discuss your options with paid traffic with Sam CLICK HERE...
P.S...Sam is currently offering free strategy calls for the next 5 clients in his agency, after the 5 spaces have been filled the price will return to £250.00.
How this simple 5 step strategy has enabled Daniel Priestley to grow companies from $1.2m to $2.4m in less than 18 months...
Interview by Sam Payne with Daniel Priestley . Aug 30th 2017
CUSTOM JAVASCRIPT / HTML
Every day I speak with companies that are struggling to keep up in this "Digital Era", and they are baffled as to why they aren't seeing growth despite their best efforts!

And part of the problem is they are concentrating their efforts on the wrong things...

They are trying to market like it 1980 where the average attention span of someone was up to 20 minutes...

Today its only 9 seconds!

And yet despite the fast changing world we are living in, my guest today Daniel Priestly is helping businesses all over the world not only keep up, but dominate their market!

Daniel has wrote many great books of which I have linked to below, and one in particular really got my attention...

It was the "Key Person of Influence"...

This book has strategies and techniques I apply with my own marketing efforts and in the campaigns of my clients...

Strategies that have truly helped me grow my own and clients companies in a very short period of time...

So when Dan agreed to come and talk to us today, to say I was excited was an understatement...

In this interview we cover:
  •   Content Marketing: Why EVERY business needs a content marketing strategy, and the type of content they can provide...
  •  Story Telling: How telling the right story can dramatically increase your sales...
  •  Assets: How to leverage the assets you have as a company to help engage with the right customers...
  •  Data Analysis: How to track the data from your campaigns...
  •  Established Businesses: How this strategy works so well with established businesses...
  •  Local Businesses: How local businesses can take their company global without setting up another physical store...
  •  5 Key Steps: The 5 key strategies Daniel applies when helping other companies double their revenue in less than 18 months.
If you are looking for inspiration on how you can double your business in less than 2 years have a listen to the interview above...

Daniels work can be seen below:

24 Assets

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About Author: Sam Payne

Sam is the co-founder and Creative Director of Social Magnet Ltd...If you wish to discuss your options with paid traffic with Sam CLICK HERE...
P.S...Sam is currently offering free strategy calls for the next 5 clients in his agency, after the 5 spaces have been filled the price will return to £250.00.
Case Study...
How we consistently generated highly qualified email leads for less than $0.48 per email address, acquired all new customers profitably and maintained between 428% and 6,081% ROI on Ad spend in e-commerce and local gym campaigns...
Enter your details below to watch the case study...
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