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Using Facebook & Google Ads to Showcase Culture & Personality
The Backstory. Anytime Fitness is one of the largest fitness franchises in the world with over 5,500 locations and three million members and counting! Each location is individually owned and manages their own members and staff. All members have 24/7 access to every gym by way of key fob entry. Despite the massive success of Anytime Fitness as a whole, on an individual franchisee level the fitness industry remains highly competitive, even amongst other Anytime locations.
The Challenge. With memberships being the primary revenue source and every location sharing a large member base, the challenge quickly becomes competing in already competitive field with other locations as well as fitness facilities outside of the franchise. This means that your marketing needs to convey what unique benefits your location has to offer to attract the most members from the Anytime member base to your club.
The Solution. We decided to take a marketing approach that showcased our advantages. We look every opportunity to build on our reputation of being a club with personality, culture, fun atmosphere, and open concept layout. The gym had great reviews from its current members and we needed to find a way to leverage everything we had. We launched a series of social ads that exemplified exactly this, including carousel ads of the gym's open layout, boosted social media posts from the gym staff, and retargeting ads to our followers offering a referral special to bring their friends to our club. We also paired our social media efforts with Google search ads and retargeting those that visited our website.
The Result. This campaign strategy brought in warm new leads that were highly likely to convert as well as drove engagement with our member base. Ultimately this lead to steady and consistent growth in all revenue streams for the business.
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