Simply Gym, owned by Bay Leisure Ltd, operate three clubs in South Wales with gyms at Cwmbran, Llansamlet and Gorseinon.
The company approached WebBox in July 2015 in need of a new website and certain online marketing solutions, as it was struggling to achieve the results that it needed.
Simply Gym had used several different marketing companies in the past, including some that were leisure, health and fitness orientated, but were struggling to get results. It was decided that WebBox would become their new marketing gurus, focusing on innovative digital marketing solutions over the more traditional marketing strategies.
The brief was simple; improve Simply Gym’s sales. At first, the marketing strategy revolved around the gyms in Llansamlet and Gorseinon, but as soon as it was confirmed that Simply Gym Cwmbran was to be opening, this was also included in the overall marketing strategy.
After initial client meetings, WebBox came up with a redesigned website that was fresh, modern, and unique to the company. One of the first proposed ideas was to provide a geo-location feature, so the website would determine which of the sites the user was nearest to, based on their IP address. Each of the staff and classes pages would be targeted to that specific gym site, with the user being able to easily change site locations if needed. The fonts and images used on the new design were also altered, to make the website look more contemporary and cutting edge.
It was clear to WebBox early on that the best way to increase Simply Gym’s sales was through Pay-Per-Click advertising. A PPC strategy was devised that involved advertising on Google Search, as well as advertising on Facebook.
The development team got to work on this project and Bay Leisure Ltd was so happy with the new Simply Gym website that it reached out to WebBox to reskin the site for another one of its projects – www.Simply-Play.net
Before WebBox could start advertising it had to identify who it would target with these ads. In Google Adwords, targeting can be broken down into two key areas; demographics and search terms. WebBox selected keywords such as “I want to join a gym” or “gyms near me”. Potential gym users who typed in these phrases, or similar phrases, would see the advertisements.
Once it had selected a list of appropriate keywords, WebBox set up individual campaigns for each gym, targeting customers within an eight mile radius of their respective sites. The team then designed the adverts and launched the campaign.
WebBox constantly tweak and refine these campaigns to optimise them for greater returns, using advanced extensions, device adjustments and remarketing to name a few.
Remarketing is a method that allows brands to target consumers who have visited the website or store before. For Simply Gym WebBox chose to target people who had visited the site before and, more specifically, people who started joining the gym online but had not actually signed up. The highly targeted nature of remarketing often produces enhanced results and it’s crucial to a successful PPC campaign.
WebBox created campaigns for each individual gym on social media, as well as a general campaign to encourage users to ‘like’ Simply Gym’s Facebook page. These targeted people of a certain age bracket, within a radius of each gym. Facebook’s adverts are a lot more visual then the text-only adverts on Google and can be selected to appear in a variety of positions on Facebook and Facebook’s Mobile App. WebBox also set up remarketing campaigns over Facebook for Cwmbran and the Swansea sites.
As well as handling the PPC strategy for Simply Gym, WebBox also wrote blog posts and other content for Simply Gym, which is often uploaded to the website as part of the grander SEO strategy. This content is also posted to its social media channels, which WebBox part-manages.
To support its online efforts and further improve sales WebBox has also co-ordinated a variety of traditional offline marketing activities including billboard advertising, leaflet distribution, petrol pump advertising and more.
Simply Gym Cwmbran opened on 25 January 2015 and has a strong sales pipeline, which continues to grow month by month.
So far its PPC campaigns have been seen almost 200,000 times (Impr), generating over 12,000 clicks. The average click through rate (CTR) is 13.37 per cent, which is impressive against the industry average of 4.56 per cent. The health and fitness industry also has an average cost per click (CPC) of £0.78. As a result of constant tweaking and refinement Simply Gym’s average CPC is chilling at £0.53.
Sign-ups can also be attributed to social media activity across all three gyms. To date the adverts have been viewed 162,101 times, generating 13,372 ‘results’. That is a rate of 8.25 per cent, considerably higher than the average of 2.1 per cent.