Trilogy Leisure: Fitness Marketing at Its Finest

As summer comes to an end, and the guilt of returning to a healthy lifestyle sets in, our client, a local gym in Northampton, identified a unique opportunity to tap into the extensive student population at the University of Northampton.The main aim was to get more people to join the gym, using only Meta and Google Ads. The focal demographic, the University of Northampton's student body, represented a youthful audience, creating a distinctive challenge.

Our client had allocated a budget for digital advertising but sought professional guidance to maximise the reach, engagement, and conversion potential of their campaign via Meta and Google Ads.

On Meta:

Our strategy on Meta was to leverage creative content that showcased the gym's swimming pool, which has previously proven to be a unique selling point for the gym. We recognised that the gym's swimming pool was a distinctive feature that set it apart from competitors. This visual content emphasised the exclusivity of the offer. The strategy was based on the understanding that the swimming pool would not only attract those interested in swimming but also create a sense of luxury and a desirable lifestyle associated with gym membership.

On Google:

Conversely, our strategy on Google focused on emphasising the affordability of the gym membership offer. We recognised that for students, affordability is a critical factor when making purchasing decisions. The membership was designed with a relatively low price point and offered significant benefits. Our campaign aimed to make students understand the value they would receive by highlighting these benefits.

• We prominently featured the low cost of the membership, making it clear that it was budget-friendly for students. This approach directly addressed one of the key concerns for the target audience.

• We mentioned the advantages of being a member, like using high-quality equipment, attending fitness classes, and using the swimming pool. This served to make the value proposition evident to potential customers.

• We also emphasised the gym's proximity to the University of Northampton campus. The convenience of having the gym nearby was presented as a compelling reason for students to choose this gym over others, making it accessible and time-efficient for their busy schedules.

Over a period of six weeks, our campaign yielded remarkable outcomes. We successfully secured a total of 165 sign-ups, which translates to an impressive average of 3 sign-ups per day. This achievement underscores the effectiveness of our marketing strategies and the resonance of our messaging with the target audience.

The creative that prominently featured an image of the gym's swimming pool was attributed as the most notable success. This particular creative stood out as the campaign's star performer, generating a staggering 67 conversions on its own. Its visual appeal and aspirational quality clearly resonated with the audience, making it the standout element in our Meta campaign.

Furthermore, our Google Ads, which had previously faced challenges in delivering desired results for Trilogy, surpassed all expectations. These ads achieved an average Click-Through Rate (CTR) of an astounding 33.96%. This achievement represents a significant improvement from previous performance and exemplifies the effectiveness of our messaging and targeting strategies on the Google Ads platform.

The outstanding results we achieved are a testament to the careful planning, audience segmentation, and message crafting that underpinned our campaign. By addressing the key concerns of the student demographic, such as affordability and proximity, and showcasing the gym's unique offerings, we were able to drive exceptional engagement and conversion rates.