A CLIENT APPROACHED US WITH AN INTERESTING TASK.
Tatiana and her husband were opening a children's gymnastics center, Maxi Kids. They had secured financing, found a location, and started renovations. The opening was scheduled for February 26. The only remaining issue was attracting clients.
TASK:
We needed to obtain applications for classes at this gymnastics center even before its opening.
The challenge was that:
But the more challenging the task, the more interesting it is. Therefore, we agreed. We set goals, signed a contract, held a briefing, and got to work.
The challenge was that:
- This was a new brand entering the market that no one yet knew about. There were no similar centers in the market, demand for such services had not been established, and parents were taking their children to alternative activities.
- By the time we began work, we had no materials about the center: no photos from classes, no reviews, no photos of the coaches, and no images of the facility itself.
But the more challenging the task, the more interesting it is. Therefore, we agreed. We set goals, signed a contract, held a briefing, and got to work.
And now in detail: how we launched a product from complete scratch
Step #1: First, we conducted an analysis of the target audience and competitors.
Even though this was the first and only gymnastics center in the city, there was still competition from other children's sections, so we needed to highlight all the benefits of this sport.
Step #2: We developed a marketing strategy.
For the city, this was the first center to offer such services, and in renderings, it appeared to be head and shoulders above other activities. In theory, it should have been a great success. Just kick off an effective funnel, social media, etc. There were countless hypotheses.
However, since the task was to quickly gather an audience before the opening and confirm whether there would be any demand, we chose the simplest model for attracting clients:
Even though this was the first and only gymnastics center in the city, there was still competition from other children's sections, so we needed to highlight all the benefits of this sport.
Step #2: We developed a marketing strategy.
For the city, this was the first center to offer such services, and in renderings, it appeared to be head and shoulders above other activities. In theory, it should have been a great success. Just kick off an effective funnel, social media, etc. There were countless hypotheses.
However, since the task was to quickly gather an audience before the opening and confirm whether there would be any demand, we chose the simplest model for attracting clients:
the main difficulty was that there were no materials.
Step #3: We created a landing page.
There were no photos, no coaches, no reviews. We had to take photos of coaches from a fitness center's website in another city. Instead of photos, we used renderings of the future facility from designers. We wrote the texts, made a prototype, designed it, and formatted it.
Step #4: We chose advertising channels.
As advertising channels, we selected:
So, on February 13, the website was created and connected to the CRM system, and the advertising campaigns were set up. Everything was ready for action. There were 13 days left until the opening. Everything was going according to plan, just as prescribed. We launched the ads, and miraculously, everything went wonderfully. Immediately and without any issues.
There were no photos, no coaches, no reviews. We had to take photos of coaches from a fitness center's website in another city. Instead of photos, we used renderings of the future facility from designers. We wrote the texts, made a prototype, designed it, and formatted it.
Step #4: We chose advertising channels.
As advertising channels, we selected:
- Targeted ads on Instagram targeting parents.
- Yandex Advertising Network with keyword queries for alternative children's activities: dancing, football, karate, etc.
So, on February 13, the website was created and connected to the CRM system, and the advertising campaigns were set up. Everything was ready for action. There were 13 days left until the opening. Everything was going according to plan, just as prescribed. We launched the ads, and miraculously, everything went wonderfully. Immediately and without any issues.
Correspondence with the client in the WhatsApp chat
Moreover, despite the low cost of applications, the conversion to sales was nearly 60%...
Correspondence with the client in the WhatsApp chat
Results of the advertising campaign:
- We quickly and punctually gathered the necessary number of applications for trial classes. We confirmed the presence of demand, and by the time of opening, the center was filled with the required number of incoming requests and clients.
- The center continued to develop actively and now operates six centers.
Dry numbers:
- Website visits: 8,155
- Total applications: 977
- Average cost of application from the Yandex
- Advertising Network: $1,5
- Average cost of application from Instagram: $0,5
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After that, we’ll give you a call or send you a message to set up a meeting.
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