- Social Media Marketing
- Social Media Management
- Content Marketing
- Graphic Design
How we achieved 9X ROAS in Facebook Lead Ads for Anytime Fitness?
Next Wavelength partnered with Anytime Fitness to grow its gym membership subscriptions by creating successful Facebook marketing campaigns to drive lead generation.
Client’s background
Anytime Fitness is an American brand operating over 4000 global health and fitness clubs across 50 countries. When they opened a new club in Kanpur, the owner wanted it to be the leading gym in the region.
Challenges
1. Competition
When you enter a completely new market, no matter how big your brand may be, you will be treated as the new kid on the block for a few months. Despite being a globally renowned brand, Anytime Fitness had no local presence or recognition in the Kanpur market. The fitness market was saturated and there was stiff competition from both local and global brands who had been operating for many years. Global brands had the added benefits of bigger budgets to play with so they were more aggressive on paid promotion.
2. Marketing budget
The client recognised the challenges above, and knew that spreading local awareness was critical. Instead of pursuing print ads and billboards, the client dedicated the entire marketing budget to social media, knowing how key Social Media Marketing was in the fitness industry.
3. ROI
The previous agency that handled the client’s social media was unable to generate sufficient sales while getting a positive ROAS.
The brand had national recognition, however the client wanted quick-wins immediately and couldn’t simply wait for the brand name to generate local interest and leads.
Although, Pan-India team also provided marketing support but they were too slow to generate leads quickly. The pressure was mounting and the client wanted immediate sales while getting maximum ROAS.
The strategy
After understanding our client’s pain points and auditing their marketing efforts, we came up with the following action plan. The target customers were people who were concerned about their fitness and had certain fitness goals. One of the tougher aspects of a lead-generation marketing campaign is to properly qualify leads.
In order to successfully achieve that, there are two key elements:
- It’s important that the brands interact with the customers where they hang out
- One-on-one conversation for lead qualification
Upon considering these elements for Anytime Fitness, we decided Facebook Messenger was the best medium to create such a funnel. This allowed us to make the most of the ad budget while reducing friction for interested leads.
Results
$1,200 spent over 3 months
1981 leads generated at $2.18 cost per lead
80% decrease in our overall cost per lead, from an average of $2.50 to an average of $0.51
6361 links clicks
Testimonial
“I look back and think, wow, not only did we get more gym members at a lesser cost of acquisition, but Next Wavelength also helped us in making sure they attended the gym regularly. They did a fantastic job of bringing our fitness club programs online – whether it’s taking our traditional programs like “Member of the Month” or introducing new ones like “Workout of the Week” – our Social Media engagement is high! They ran ads to promote our annual membership plans and increased our new customers by 40%. Next Wavelength is my primary partner for growth.”
Pervaiz Usmani, Owner – Anytime Fitness
Want to generate more sales for your business?
Once your campaigns are optimised, you’ll be reaping the rewards of lower cost leads for months to come! If your goal is to grow your business and you want to learn more about our process, get in touch with us.