Facebook Advertising For Access Fitness Case Study

Facebook Advertising: Access Fitness Case Study

When it comes to Facebook advertising, “There’s levels to this [expletive].” You can publish a post, click “Boost Post,” and tell yourself that you are “advertising on Facebook.” For those of you that think that’s the end of the game, stop reading here—“Congratulations, You’ve Done IT 

FOR THE REST OF US!

For the rest of us even a little bit familiar with Power Editor or used to hearing whispers of “The Facebook Pixel,” this article is for you. 

There’s simple formula you can use when looking at the customer journey in a Facebook ad, and like anything in nature, it begins with the Rule of Three’s.

  1. Engage
  2. Activate 
  3. Convert

In step one, you have about 3 seconds to get your customer to click into your ad in their newsfeed. That first click buys you about 9 seconds of reader attention “in ad.” And if you can get that same reader to make the journey TO your site (the hallowed “Click Through”)—you have about 30 seconds to convert them into a customer or lead.

We took that formula, and applied it to Access Fitness in Great Falls, Montana.

This successful Facebook case study starts out where most #TransformationTuesday selfies start out—in the gym. 

  • Problem: Slowing Enrollment at a Local Gym + one month till membership prices increased (further slowing already slow growth)

  • Solution: Rocket Facebook Ads & Custom Landing Pages

  • Results: Over 150+ new leads generated for tours and enrollment; 30+ enrolled members at a recurring cost of $29.99 a month. 

  • Cost: $500 in management fees & $500 in advertising budget
 
So how'd we do it? Like this.

Step One: Identify Target Audience 

When Joie and I took this project, we knew that we had to navigate a newsfeed inundated by marketers just like us, battling for supremacy over one holy action: “The Click-Through.”

The equation for high performing ads on Facebook is deceptively simple: the perfect target + the perfect creative ad. 

Seems simple, right? It’s not. That’s why there are entire companies built around helping every level of business reach and activate their “ideal customers.” In the case of Access Fitness—we were able to do just that. 
We broke our target audience into three manageable pieces—Men, Women and Seniors. And from there we got serious.

We created four ads. One for people with children, one for seniors, one for women and one for men. 

Step Two: Build Ads the Capture

When building ads for Facebook (or any native, social media outlet) you need the keys, you need to understand humans like Heidegger… or you need to have a lot of experience under your belt. 

At Rocket, we proud to say we have the second of those two keys. We manage all types of campaigns from the micro-level ($250 ad budgets) to the macro (over $10K a month in ad spend), and we know what works. Whether you’re trying to target B2B or B2C, we’ve got a solution for you—and in the case of Access Fitness, our experience paid off big time. 

We built four separate ads and optimized these campaigns for two weeks. We spent a little over $500 in advertising money, and we generated a lead base of over 150 local people looking to get into a gym.

In our database, we have access to over 20 million high res images for every occasion from gym shots to puppy photographers—and when 90% of your success at capturing an audience is based on image quality… you can’t skimp on your creative. 

So you can get your audience to notice your ad in your newsfeed… now what?


Step Three: Get the Buy-In

If you’ve ever looked for help marketing your company online, you’ve probably heard “Over 20K impressions per month!”—in a voice like the agent pitching you was giving you the sun. Guess what? Impressions are a vanity metric, and if you’re basing your current campaigns off “impressions,” you are wasting your money (drop us a line here, if that’s the case). 

What really matters in a marketing campaign, and what we do at Rocket, is turn clicks into customers in a way that is trackable and transparent—there’s no magic to it, and we show you the numbers beyond the “impressions” so you can make decisions for your company yourself. 

In the case of Access Fitness, we knew we could get the “click” into our ad which would buy us an additional 9-ish seconds of customer attention. So how did we get them to convert from click to customer?

For men and women we built out a marketing campaign that targeted people with children. Why? Because at Access Fitness, childcare is free and offered daily. That’s a huge value add we knew would get new customers to buy into our service. 

For seniors we highlighted free classes, and for the men/women demographic without children, we highlighted the price point and free classes.
To close out all of our ads, we pointed audience attention to the coming price hike that was set to occur in two weeks (in the industry that’s called a FOMO tactic… “fear if missing out.”).

So now the customer has stopped, read your ad and is interested… now what?

Step Four: Convert to Customer or Lead

Like what we did for Sunshine Auto (you can read that case study here), we used a lead generation ad in Facebook as our main distribution channel for our advertisements. Once the reader stopped and was engaged with our ad—they were prompted to “Learn More,” with a prominent “CTA” (call to action) button.

Once they clicked this button they were prompted to fill out their first names, cell phone and email addresses. From there they would receive a coupon code to waive the $20 sign up fee for first time or returning members. 

So that’s the whole story right? Lead captured, we win—wrong. From that “in-app” lead capture, we redirected this customer to an “offsite” landing page (one we built and tailored specific to each ad—so if the people with kids filled out the form in Facebook, they saw a different landing page than the other demographics).

On this page we built a “scheduler” for the customers to set a time to come into the gym and tour the facilities. From click to “in-the-door-licing-human” customer. 

And that’s how it’s done. 

Conclusion

We had generated over 150 leads for Access Fitness in Great Falls in the span of two weeks. Of those 150 leads, we scheduled 120 tours—and of those 120 tours 33 people converted to new club members.

Did we mention “impressions”? No, because they don’t matter. 


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