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Background:
Curves
is a women's fitness center that specializes in the 30-minute
workout through circuit training. With over 10,000 locations
worldwide, Curves has grown to become the largest fitness
franchise in the world, helping an estimated 4 million
women reach their fitness and weight loss goals.
Traditionally, the first quarter of the year is the busiest
for fitness related businesses as people act on New Year's
Resolutions and tackle the inevitable holiday weight gain.
Two Curves facilities (Buford
and Duluth)
in the metro-Atlanta area were looking to take advantage
of this cycle through maximizing these membership opportunities.
Strategy:
To effectively drive business into the clubs, three sources
of advertising were utilized during the key month of January.
Five thousand flyers, outlining the current promotion,
were delivered to local area homes. Bandit signs carrying
the logo and club phone number were placed in high traffic
areas during the weekend. Also, a digital billboard was
placed on a major artery within the club's territory,
displaying 10 seconds of every minute. The design of the
billboard highlighted the club's location, phone number,
website and current promotion. Given the flexibility of
the digital billboard format, the graphics were changed
out several times during the month to maximize the effectiveness
of the campaign.
Result:
The one-month billboard/sign/flyer campaign resulted in
100 leads per club within the first 30 days and 150 residual
leads during the following months. Web traffic spiked
up by 50% as a result of these promotions.
"We were very impressed by the results we saw from our
digital billboard campaign. Being a relatively new club,
it helped informed the community that a new Curves was
in their area, and we saw a sizable membership growth
because of it. No other form of advertising has the reach
and flexibility we have found with the digital billboard
format. Billboards are avenues that would have traditionally
been outside of our marketing budget, yet became instantly
feasible through the digital format."
Mark Runyon
Franchise Owner |
