BRAND STRATEGY
Business Pivotion
In light of the temporary closure of businesses in 2021 due to the covid pandemic, it was critical for an experience provider like a climbing gym to think of ways to pivot their business and remain relevant to our members.
We took the time to build our community and brand, improve operations efficiency, and dedicate our efforts into retail and merchandising which eventually led to the birth of our new retail brand monowrk a year later.
Growth
With a plenty of options for consumers in the fitness market, it is crucial to balance providing the best value and cost to remain sustainable. Promos and pricing strategies are important in the business funnel as subsequent retention strategy typically converts only a percentage of the initial pool.
We tested various combination of audience segment, location radius, artwork and other aspects for online advertising campaigns, which resulted over 600 leads pre-opening.
Community
Retention strategies can come in different forms. Price sensitive consumers will respond well to incentives such as referral, points system, tiered membership. Others would be influenced by factors such as after sales services, in-store experience and relatability to brand.
A sense of belonging is one such strategy and when executed well can set a very strong foundation for the future. Annually, we sought to strengthen the community by celebrating them.
#thatswhyfitbloc is one of our many campaigns that does just at. We showcased members from various walks of life that have one commonality with the entire community - climbing. 6 videos were shot unscripted and touched based with themes like family, relationship and friendship.
Along with the online campaign, during the event itself we've also launched various merchadises, some of which were given to our dedicated members who have been with us from the start.
Our anniversary event typically see an increase in revenue during the week before, during and after the day.
Targeted Strategies
Drawing in a new pool of customer is important in any business. But reducing churn rate can play an equally important role. Retention strategies can be tricky, but can have significant impact with the right analysis and segmentation through the use of customer database and marketing data.
Various targeted strategies I've implemented include segmenting customers with different offerings base on membership tier, frequency of visitation, lifetime spending among others and increasing rate of excellent reviews.
