With an expanding footprint and an ultra-efficient, low-cost business model, Fit4Less needed a localized marketing strategy that would not only support their individual locations across the country, but also achieve ambitious branding, awareness, and retention goals on a national scale.
In 2017 and 2018, we completely reworked the Fit4Less approach to localized online marketing.
We overhauled previous SEM campaigns to balance national and local targeting. The previous setup had limited ability to efficiently grow the SEM footprint, inhibiting Fit4Less’s high-priority mandate to increase spend and leads year over year.
Campaigns were restructured by DAC’s subject matter experts to target by distance radius around each specific gym location to allow for greater accuracy and relevancy in messaging.
Campaign refinement followed with location customizer ads, which directly addressed city-specific searches. The new campaign setup also allowed for location bid adjustments, resulting in greater spend efficiencies.
Once the account was focused on granular and localized searches, we leveraged third-party data and conducted regular A/B testing. This included ad copy and landing page experiments to determine the ideal user experience, as well as conversion optimization around device type and expanded keyword lists and match-type adjustments.
We also used first-party customer data available from Fit4Less to generate retargeting lists for customers further along in the purchase cycle. The ads we delivered had half the cost-per-acquisition compared to the campaign average. Audience exclusion tactics ensured that ad dollars were focused on net new acquisition—and not being spent targeting existing Fit4Less customers.
Switching our focus to customer retention, we leveraged the gym’s target customer groups to prioritize segments for outbound communications. We created an audience-focused and data-informed email program, including new sequences for key stages of the member life-cycle (incorporating re-engagement/win back) as well as detailed recommendations for personalization, testing, lead scoring, measurement, and governance.
Fit4Less is all about fun, friendly, judgment-free fitness—but we approached this challenge in the same way an athlete might train for the Olympics. We did our homework, worked diligently, optimized our technique on the fly, and—most importantly—exceeded our ambitions.
increase in campaign clicks YoY
increase in campaign-generated sales YoY
increase in campaign-generated revenue YoY