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Who Are The Gym? Low cost, contract free budget gym chain All major cities covered - London, Manchester, Liverpool, Birmingham, Nottingham, Glasgow Joining process - Completely online Open 24 hours a day Budget gym of the year
30 Days Of September. Free annual gym membership given everyday Lots of other prize giveaways Cross-channel branding integration Simple mechanism
30 Days Of September. 513% student membership increase (Y on Y) Under-represented areas grew as much as 150% 2.5k non-member emails collected TGG website referral traffic increased 500%+
Facebook Ads. £1,000 budget got over 3.6 million impressions 23p a Like through careful optimisation – 0.251% CTR Images with women work best! FREE gets peoples attention
Campaign Takeaways. Email still works Facebook Ads are great at ensuring a constant stream of impressions KISS it – People are lazy! Campaigns take far longer to implement that first thought
Why The Gym Use Social Media? A quick and efficient support tool To promote events, offers and services To promote brand awareness To aid retention
The Gym On Social Media “It’s not always possible to entirely link the ROI of social media to sales to the business, but we know without a question of doubt that social media has a huge impact. …and that’s good enough. Our customers demand it and expect it and as a business, we can’t afford to lose any kind of competitiveness.”
Content: Give Them Want They Need This is what will get you engagement Want Need
Content: Humanise It eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment…