gym

gym

Gym (Marts Fitness)

Steady stream of affordable messaging leads.

Brief & Objectives

Marts Fitness, a gym/fitness center based in Moldova, approached us to drive cost-effective lead generation and customer inquiries through Facebook's messaging channels.

Their primary goal was to maximize conversations and messages received from prospective new members at an efficient cost per messaging conversation by deploying targeted ad campaigns.

Challenges

Carrying out an effective conversation marketing strategy for Marts Fitness presented a few key challenges:

  • Reaching the right audiences: Marts needed to identify and build tailored ad audiences that matched their ideal customer profiles for membership sign-ups.
  • Driving messaging conversations: Creative messaging and calls-to-action were required to compel ad viewers to actually initiate a message thread and inquire about joining.
  • Efficiency & sustained scale: Achieving a low cost per messaging conversion was critical to keep customer acquisition costs affordable and enable long-term scaling.

Our Solution

To drive messaging conversations from high-potential audiences, our tailored approach featured segmented targeting drawing from research into Marts Fitness's customer base. We built customized audience segments to laser-focus our outreach on valuable groups such as the parents of teenagers, and women aged 20-40 among other profiles.

The ad creatives were optimized to highlight easy ways to inquire and "Message Now" to learn more about membership offers, directly encouraging the desired conversation engagement. We also continuously refined the targeting, creatives, and delivery through strategic A/B testing and measurement, allowing us to double down on the highest-performing approaches.

Results

Marts Fitness's conversation marketing campaigns yielded extremely positive cost- eciencies.

Our strategic audience segmentation, messaging creatives, and optimizations achieved:

  • An average cost per messaging conversation of just 3.01 euro
  • An overall 4.59% cost-through rate successfully converting ad impressions to message inquiries

Through focused targeting, message-driven creatives, and continuous optimization cycles, we could generate a steady stream of aordable messaging leads to supplement Marts Fitness's sales funnel for long-term growth.

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