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- 2. WHAT IS CROSSFIT? “CrossFit begins with belief in fitness” • 5,500 affiliated gyms • 35,000 trainers • CrossFit games • Specialty seminars
- 3. THE CROSSFIT CUSTOMER • Fitness junkies • Athletes • Goal oriented • Men and women ages 25-35 • Directed toward current CrossFit members, potential CrossFit members, and fitness lovers
- 4. IMPLEMENTATION Social Media trends • Facebook • Twitter • Instagram • Wordpress • Tumblr • Google +
- 5. THE BIG IDEA • Offer free week pass to local CrossFit training facility • 2 lucky winners of free membership for a year What’s in it for the company? • Exposure for nationwide locations • Aimed at large target market • Potential sales increase
- 6. KEY PERFORMANCE INDICATORS Goals • Increase in memberships • Increase in social media interactions • Increase in attendance due to contest How • Hubspot (Performance tools) • Smart Lists • Call-to-Action
- 7. TOOLS & TACTICS • Google AdWords • Facebook page • Twitter hashtag #CrossFitChallenge • Instagram posts
- 8. • $15-$25/ hour • 20-30 hours/week • 8 weeks to implement • = approx. $4,000 total budget per employee Source: glassdoor.com
- 9. SUMMARY • Free week trial • Incentive for trial • Unique marketing strategies • More personable tactics to reach clients “We sought to build a program that will best prepare trainees for any physical contingency — not only for the unknown, but for the unknowable.”
- 10. JOIN CROSSFIT TODAY! THE END!
Editor's Notes
- The aim of CrossFit is to forge a broad, general and inclusive fitness. It’s a fitness regimen developed by Coach Greg Glassman over several decades. He was the first person in history to define fitness in a meaningful, measurable way. CrossFit itself is defined as constantly varied functional movements performed at relatively high intensity. CrossFit is also the community that spontaneously arises when people do these workouts together. In fact, the communal aspect of CrossFit is a key component of why it’s so effective.
- First we must determine our target audience before we can develop a complete strategy for the company. The strategy will be directed toward current CrossFit members, potential CrossFit members, and fitness lovers. CrossFit is aimed toward fitness junkies and athletes looking for a new challenge or goal for themselves. The best demographic to start with would be males from ages 25-35. These are the guys who are most concerned with their physical appearance. They also tend to have a few years of work experience and are therefore earning enough money to pay a $100/month CrossFit membership. We would then like to target the same age demographic, but women this time. CrossFit is becoming more and more popular with women, so making sure to accommodate female clients is necessary to ensure long-term success and profitability.
- In order to reach existing CrossFit members, promotion information will be promoted through Facebook, Twitter, Wordpress and Instagram to reach current followers. They will be encouraged to pass the message along to others. In the posts, we will emphasize by spreading the word, your chances of winning the contest increases and also allows you to come in and bring your friends so try out the facility as well. For example, on Facebook and Instagram, posts similar to “Tag a friend who you would want to bring with you to CrossFit!” and “Bring in this barcode to your nearest CrossFit training facility to receive a free one week pass and automatically enter to win a free one year membership!” Implementing this type of strategy not only increases awareness for CrossFit but also bring in other fitness lovers and an opportunity for people who currently don’t know what CrossFit is and encourage them to start living a more healthy lifestyle.
- CrossFit will be offering a free week pass to the nearest training facility as a holiday promotion to everyone who shows them a picture of the promotion barcode. The promotion will be hosted through main social media networks including Facebook, Twitter, Wordpress and Instagram. This gives exposure to all locations located throughout the nation. The purpose of this promotion is to draw new customers to the new trend of endurance and strength training. It allows customers to have a trial of what CrossFit training is about and learn about all it has to offer. At random, two participants of the free trials will receive free CrossFit memberships for the rest of the year. This also will encourage people to share posts with others via social media.
- A blog will also be implemented with this strategy and set up as a sub domain of the main website in order to direct traffic efficiently. We will be using HubSpot, to efficiently and effectively receive input about usage and traffic. By using keywords and blogging tools, the blog posts and content will be fully optimized and easily found by target audiences in search engine results. By monitoring the page Performance Tool, blog posts success can be measured. Alerts will also be set up to notify us if a page doesn’t contain keywords, the meta description is too long, or if its missing call-to-action. The team will also integrate Social Media tools to easily publish messages out across social communities to play a more active role. We also connected with CrossFit members through Smart Lists and Email tools that allowed us to manage and segment contacts for more personalized marketing communications. We will also implement Call-to-Action which allows us to automatically connect with a contact who participated in the contest, ultimately enhancing the relationship between CrossFit and its clients.
- By using Google AdWords, keywords such as “personal trainer, personal training fitness, fitness instructor, crossfit fitness, and personal trainer prices” will give Crossfit an advantage in search engines. Having “Fitness” as the ad group will be beneficial to the campaign as it receives 5-10 billion impressions per week! Also, with “personal trainer” having over 135,000 average searches monthly costing $5.35 per click, it is important to have it as a keyword in all advertisements for Crossfit. With the 20 keywords I have selected, the daily forecast is to have an average of over 2,700 clicks, 71,500 impressions and will cost around $10,300. What is most important for the campaign to be successful in attracting new customers is to include “fitness” as the ad group, and include “personal trainer” in the keywords for each individual advertisement. This will optimize the opportunity to increase brand awareness for Crossfit as a company, educate the market in this new fitness industry, gather data about the market we are targeting, and effectively sell the value of the company to essentially increase the clientele. I plan on creating a Facebook page distinctly for the contest. This will essentially lead us to a new clientele base through sharing and tagging and allowing current clients to become engaged with the page. The link will also be attached to the main website and official Facebook page of CrossFit. As a spokesperson for the company, I will comment on positive comments from “likers” and thank them for their feedback and/or suggestions. This will allow the page to seem more consumer-engaged with relation to the contest and the company. Twitter will be implemented to this strategy as well. Constantly engaging with clients/followers using the hashtag #CrossFitChallenge will encourage current and potential clients to constantly tweet about the contest and CrossFit in general essentially keeping the company trending, which is the ultimate goal. Posting contest details on Instagram or reminding followers to use the #CrossFitChallenge hashtag will also generate positive traffic to the company and encourage people to join CrossFit or at least try it out as it includes an incentive.
- The budget is outlined here. Each employee is paid somewhere between $15-$25 per hour and work about 25 hours per week. The timeline in order to implement this digital marketing strategy will take about 8 weeks to complete. This then calculates to approximately $4,000 budget per employee.
- In summary, creating a free week trial for potential clients will enable them to be exposed to this new fitness trend. The contest will create incentive for customers to try out CrossFit and possibly purchase a membership. The unique marketing strategies through Facebook, Google, Wordpress, Twitter, and Instagram will create windows of opportunity for CrossFit to increase their clientele and social media interactions. Being able to reach their clients on a more personable level will create positive customer retention rates allowing CrossFit to continue to grow and expand.
- Join CrossFit today! Any questions?