Indigo: Onsite and Ads promotion for additional sales at the gyms.
Return on Invest (ROI)
Gonnado is the first online marketing agency that has delivered performance marketing for us with a cost per sale deal. The Gonnado team has adapted really well to our wishes and found a solution for everything. We were very happy when we saw that it is working. We have been able to grow our member base in a targeted manner and our customers have also received the promotion very well.
JONAS CAFLISCH, CEO AT INDIGO FITNESS
Screenshots of the Promotion
Facebook Ads and Google Ads to generate leads.
Website layers and landing pages to capture leads.
Mobile coupon as an incentive to buy a membership at one of the gyms.
Measurement of the achieved sales at the gyms.
About Indigo Fitness Club
Indigo is the leading premium fitness center chain in Switzerland. The company was founded in 2010 and today employs over 50 people. The 5 fitness clubs are in prime locations in Zurich, Geneva, Basel, Lucerne and Zug. Indigo is characterized by individually supervised training on the most modern equipment with exclusive interior design, wellness area, courses and first-class service. Indigo sells over 90% of its memberships locally in the clubs.
Indigo hired Gonnado to sell new subscriptions to the fitness club through online marketing. Because over 90% of memberships are sold offline, mobile coupons should be used to measure which clicks lead to a sale and which do not. However, as a premium provider, Indigo does not want to lure with discounts, but rather focus on the quality of its service. In addition, all Indigo locations have different levels of utilization, which is why the number of sales per location should be driven in a targeted manner.
Gonnado advertised the Indigo fitness clubs regionally with Google Ads and Facebook Ads. Traffic to the website was increased by means of search and display campaigns. On-site measures and retargeting ads were used to generate leads for trial sessions from website visitors. Those interested received a mobile coupon with the incentive of a CHF 100 shopping voucher when signing up for a new membership. By redeeming the coupons when a contract was signed in one of the clubs, the sales achieved could be measured. With the lead and sale conversion data from the coupon downloads and redemptions, the return on ad spend of Google Ads and Facebook Ads could be maximized.
During the 6-month campaign, the number of leads for trial trainings, which Indigo generates monthly, increased by 63%. With the leads gained, the number of memberships sold increased by 33%. Indigo’s goal of selling more memberships through performance marketing was thereby achieved. In addition to the growth, the campaign also achieved an attractive return on investment of 13x. The processing of the mobile coupons by Indigo employees and customers worked smoothly. As a further result, valuable data was obtained, which forms the basis for even stronger growth in future campaigns.
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