Revitalizing Performance Marketing for Blink Fitness in the Wake of a Pandemic
Challenge:
As a budget-friendly fitness chain with over 100 corporate and franchise locations, Blink Fitness offers pricing as low as $10 per month. While this pricing strategy attracted a wide array of customers, the company grappled with finding an effective approach to performance marketing that could ensure long-term success. This challenge was further intensified by the advent of the COVID-19 pandemic, making it more crucial than ever to optimize their marketing efforts.
Approach:
Chameleon Collective teamed up with Blink Fitness to reimagine their approach to performance marketing. We kicked off our partnership with an in-depth audit of existing channels, vendors, campaign structures, targeting, and budgets.We identified opportunities to save budget by eliminating unnecessary third-party ad-tech fees, thus reallocating these savings into workable media dollars. Leveraging customer data, we segmented campaigns and developed full-funnel messaging and targeting to reach potential customers more effectively.
Impact:
Despite the significant challenges posed by the COVID-19 pandemic, our performance marketing strategy proved successful for Blink Fitness. As a result of the strategic changes, membership joins from digital channels increased by 14%, coupled with a decrease in cost per acquisition. This marked improvement showcases how effective performance marketing, coupled with efficient budget management, can lead to tangible results, even in the face of a global crisis.
