How to Reduce the Cost of Visiting a Fitness Club by

[ashammi228]

Content
Client
Stage 1. Analytics and advertising campaigns were set up
Stage 2. We moved on to optimizing and scaling advertising campaigns
Top promotional offers
Stage 3. We moved on to listening and tagging calls
Stage 4. Perspective: build end-to-end telegram company profile analytics, switch to payment per client
Results for 1.5 years
Client
The company united three fitness club brands at once:

WorldClass (premium segment)
Physical Education (Middle Class)
Fitron (middle and upper middle class)

Daria Shevchenko, digital strategist at the ITECH advertising agency

The client's previous experience with digital advertising was quite disappointing: conversion into applications was about 2%, the cost of one lead rarely dropped below 2,000–3,000 rubles. There was no understanding of the quantity and quality of calls from advertising.

The client wanted to receive inexpensive leads. We managed to make their cost within 500 rubles, and over the next 1.5 years we reduced it by another 33–73% for different brands.

CoMagic helped us control their quantity and price. Call tracking numbers were connected for each resource and advertising channel to track calls from advertising. And listening to and tagging calls directly in the service allowed us to evaluate their quality. In the near future, we plan to switch to a system of mutual settlements with the customer "payment for clients".

Stage 1. Analytics and advertising campaigns were set up
The previous contractor did not transfer access to advertising campaigns, there was no analytics on them. We had to set up advertising campaigns from scratch.

What tools were used:


What was done
We developed a strategy for promoting the company: we defined the target audience segments, selected a split of tools and requirements for creatives and landing pages for them.
Developed prototypes of new landing pages.
We set up web analytics systems, marking all goals and events.
We set up advertising campaigns for each network of clubs in Yandex.Direct, Google.Ads and social networks.
We connected CoMagic call tracking and set up automatic number selection.
We tracked ineffective advertising campaigns using call tracking.
It was discovered that VKontakte generated the fewest leads, and they decided to abandon it.
We got the cost of a lead <= 500 rubles.
Stage 2. We moved on to optimizing and scaling advertising campaigns
Having received a stable flow of leads at an acceptable price, we moved on to scaling and optimizing the results obtained, as well as testing other advertising tools. It was important to exclude the overlap of the fitness club audiences.

What tools were used: