Digital Strategy
The Client
Chris and Dale are two legends that decided to go out on their own, with a huge 800sqm gym in the heart of Newstead, one of the most competitive suburbs for gyms. Chris and Dale did a fantastic job of understanding the customer, and we needed to translate that into the marketing. We worked with them from ground zero until and still manage their marketing.
The Challenge
To stand out in such a saturated landscape, we needed an innovative strategy that would attract members to a totally new gym. There are literally 10+ other gyms in the area, the only other thing that would be more competitive is a cafe! So we asked… what would make someone come here, and not somewhere else? As gym-goers ourselves, we mapped a simple plan…
THE BAD
What does everyone hate about gyms? What are the common problems that most people can relate to? E.g long-term contracts, expensive joining fees, broken or screeching equipment, bad music, bad vibes, staff that never talk to you and make you feel welcome etc.
THE GOOD
What would the perfect gym have that would make people say ‘OMG finally!’. E.g new equipment, no join fees, a cafe and supplement store, DOG FRIENDLY (big one), friendly staff that knew your name, a physio, even novelties like pre-workout slushy machines…
THE BRAND
We brain dumped all of our ideas, then prepared compelling messaging that captured all of these selling points. Then with the client we created a fresh, exciting and cool brand that was in-line with the young, active and trendy demographic who live in the area.
Website
We designed a website that reflected their brand. With Club Bunker’s bright pink logo, powerful imagery and modern fonts, it created a ‘cool’ online brand that gave you a sense of FOMO. We made sure the selling points were obvious, compelling and made it easy to try out with a 3-day trial. We also optimised the crap out of the website for SEO. The final result? A website that consistently brings in traffic and new members and ranks on page one of Google for 4 separate keywords: ‘Newstead gym’, ‘fortitude valley gym’, ‘crossfit gym brisbane’ and ‘inbody scan brisbane’!
Page 1
for 4 keywords
3,000+
Monthly Traffic
80+
Monthly Leads
By using social media and relevant content, we were able to rapidly build a following.
Facebook & Google Ads
We had 2 campaigns — sponsored content to build awareness and lead generation for new members. We originally launched with an interactive messenger bot that drove over 800 leads. The key to our ad campaign success was less about targeting and more about coming up with compelling offers and catchy ad copy.
We later shifted away from the bot (due to Facebook updates) and focused on Google Search Ads which brings in leads every week. Google advertising is now our most profitable channel, with a combination of search and display campaigns targeting the local area.
1500+
Leads Generated
$7.75
AVG. Cost Per Lead
12,000+
Engagements
$0.08
Cost Per Engagement
5000+
Website Clicks
$0.52
Cost Per Click
Kind Words
“They absolutely smashed our launch out of the water. We exceeded our initial forecast due to their expertise in marketing our brand, and they were available 24/7 for all of our annoying questions. They still manage our digital marketing and it has consistent results. We’ll be lifelong customers!”
- Chris Shaw, Founder
Ready to grow?
Get in touch with our team to get started.
