213 leads for 3$ of fitness-club

-the cost of leads less than 4$

-signing up to free training

Miltronic is a fitness club of the new age. Training take place fast and effective thanks to training on training apparatus of the new age Milon. They pass for healthy muscle gain and safety weight loosing ideally. There are more than 2000 fitness clubs in the international net that uses Milon training apparatus. They are also used by professional sportsmen - footballers from Augsburg, Werder Bremen and visitors of the olympic sport centers in Germany. There are clubs in Samara and Kazan. We worked with the club from Samara.

Miltronic differs from usual fitness clubs because of its advantages:

• Electronic training equipment which choose and tune exercise stress by itself instead of people;
• without physical damages;
• personal trainer, body composition analysis are included in the cost of an abonnement;
• without lines, full training takes 35 minutes.

1. Fitness club of the future in the center of Samara;
2. Abonnement in the fitness club for 22$ per month;
3. The first "clever" fitness club in Samara. Sign up for free training;
4. 3 months of fitness free;
5. Fitness for those who value their time;
6. Fitness club of the future. We give the first training as a gift;
7. Training 2 times a week for 35 minutes. The result is after 2 months;
8. Free trial training + body composition analysis.

The key stage of the funnel - an application for trial training.

Segments of the target audience were indicated:

• Men and women of 23-55 who are interested in fitness, located in radius of 2 km from the club;
• Women of 23-55 who are interested in beauty;
• Women of 23-37 - mothers on maternity, located in radius of 2 km from the club;
• Women of 25-55 who are interested in a diet and losing weight, located in radius of 2 km from the club;
• Men of 30-55 - office workers, located in radius of 2 km from the club;
• Live in Samara.

Landing page: The lead-form with the link to the website.

Examples of the banners which were used to start the advertising campaign:

Example of the text for target audience:

Our club passes for those who want:

-to lose weight;-to gain muscles;

-for those who need rehabilitation after traumas and surgeries;

-to have healthy body;-to keep in shape after age changes.

There are no lines to training equipment in the club, a personal trainer selects an individual plan of the training and nutrition program.

You train just 2 times a week for 35 minutes and get healthy and beautiful body as a result.

Join Miltronic club.

Come and call your relatives and friends for free trial training.

In order to reserve time, tap the button "More".

The start of the advertising campaign - October, 16th, 2019

Objective of the advertising campaign: lead generation. Creatives were tested on hot audiences, on those, who are located near the fitness club and for those, who are interested on fitness and sports, for mothers on maternity, for office workers.

Social network used for the test: Instagram feed

It was found out that the audience of men and women of 23-55, who are interested in fitness and located near the fitness club, was a leader.

At the same time we tried to start traffic on the website and the messenger What's App, despite there were clicks, they didn't demonstrate any results. 

The campaign were turned off.

During the test of layouts and texts the best layout was found out, that was created for displaying.

For the period of October-November we had got next results:

Lead generation (signing up for free training):

Leads - 50

The cost of a lead - 3,6$

Total spent on adset: 179,3$

Layout leader for the period of October-November:

New offers were used for the next advertising campaign because the client made new stocks for the New Year period.

Examples of the offers and layouts:

• Abonnement to fitness club for 22$ per month;
• 3 months of fitness for free.

Also video layouts were tested in Stories placement, but they didn't even get clicks. Stories were turned off.

The results for the period of November-December:

Lead generation (signing up for free training):

Leads - 54

The cost of the lead - 4,3$

Total spent budget - 233$

New creatives, audiences and texts were used in the next advertising campaign. Analytics was carried out every three days in search of the lowest cost for a lead.

It was found out that the most effective were the audiences:

• Men and women of 25-44, who are interested in sports;
• Women of 25-44, who are interested in sports and use Iphone.

These audiences demonstrated the cost of a lead in 1,3$

New layouts for Stories were also tested:

But, the cost of a lead turned out to be more expensive in comparing with feed, that is why adsets were turned off. During the displaying of the campaign the layout leader was found out, to which came the common part of all leads.

In December we worked on price drop, almost got to 0,4-0,5$, but we didn't have time. The main amount of leads was for 0,8 leads.

The results for the period of December-January:

Lead generation (signing up for free training);

Leads - 96

The cost of a lead: 2,4$

Total spent: 234$

In total:

Total leads - 213

The cost of a lead: 3,7$

Total spent: 795$

Summary: Creatives with real photographs of training equipment demonstrated themselves the best. Thanks to the effect of futuristic, such creatives catched attention and made to know more about trainings.

If we are talking about the upgrading of advertising campaign, we are planning to test new audiences (for example, Lookalike audience made by customer base). We are also planning to add new creatives to active ligaments. For example, bright short videos that would show how the training on such kind of training equipment looks.