2. Fast Facts:
#1 online retailer of home fitness equipment
255th largest e-commerce site in the U.S (Internet Retailer)
3. Average consumer purchase:
4. But, the consumer can’t…
Try it at the gym Touch it at the store
5. Which leaves…
6. Or, rather…
7. What we need to do…
Target social media users that have the highest potential to convert to sales with a specific
emphasis on those interested in weight loss, physical fitness and new mothers.
Participate and give incentives to these tribes, while offering valuable content that will
distinguish Smooth Fitness as a leader in the health and fitness space.
8. While avoiding the
#1 social media pitfall…
9. Sell without “selling.”
10. How we did it…
Focus messaging on nutrition and fitness tips.
The tips offered a daily chance for current fans/followers to interact with the brand, as well as
an incentive to encourage new connections.
Key Learning: Offer valuable on-topic information to build trust in your brand with the hope
that when it comes time to make a purchase, you will be top of mind.
11. “Insider” Exclusives
Smooth Fitness offered sales that were only advertised to our fans and followers, giving
them yet another reason to pay attention to our messaging.
These sales generally consisted of only one product at a time that was highly discounted,
occasionally we offered returned or scratched items at an even deeper discount.
After the first few sales, people began asking when the next one would start, and requesting
specific equipment they would like to see in future sales.
Key Learning: Sales messaging is better received and even anticipated when it is the
exception, rather than the norm.
12. Practical Considerations
Social Media happens 24 hours a day, 7 days a week.
Accounts have to be monitored throughout the day.
Start with accounts on a large number of sites and pare down our list to only those sites that
draw significant participation and site visits.
Key Learning: It isn’t practical or necessary to be everywhere. Just make sure you make
Thousands of moms are involved in the group, all with twitter accounts, and many with
Smooth Fitness became a mamavation sponsor, providing a free treadmill to the two
mom’s chosen for the 7-week, intensive program.
This sponsorship resulted in many brand mentions, blog posts, and positive product
feedback from the chosen moms (one of whom has over 20k followers on twitter).
1000’s of fans and followers within Facebook and Twitter, as well as a few niche social
Social network interactions gave us an incremental increase in website visits and additional
sales, as well as a new sales channel going forward.
Our social network participation also allowed us to connect with relevant groups and created
sponsorship opportunities. These sponsorships resulted in more widespread positive
publicity for Smooth Fitness.