HERTSMERE LEISURE MEMBER ACQUISITION

THE BRIEF

Physical and digital advertising had previously been used to recruit new members, so it was decided to continue this, but employ a stronger Call-To-Action to encourage engagement and help secure conversion.

OUR SOLUTION

THE IDEA

• A 'taster' concept was developed which would act as a stronger, more affirmative Call-To-Action and encourage potential members to sign-up to a 7-day free trial.
• A process and workflows were developed on SharpSpring that would build awareness, track sign-ups and encourage conversion to full membership.

THE PLATFORM

• SharpSpring

THE PROCESS

Step 1 – Promotion

• An integrated marketing communication programme was developed that included:
• Physical advertising (in-club) – strategically located posters, banners & flyers
• Digital advertising – social media channels (Facebook)
• Email to existing prospect mailing list
• The existing email prospect list was extracted from its current host, prepared for upload and then transferred to SharpSpring, at which time all prospects were then engaged in a 6-email promotional campaign.
• All emails had a powerful call-to-action, directing them to a landing page where they could claim their free 7-day pass.

Step 2 – Capture 7-day pass sign-ups

• A sign-up form was created in SharpSpring and then embedded into the landing page to capture requests for the 7-day pass at the club of their choice.

Step 3 – Issue personalised 7-day pass

• Each customer who signed-up was emailed a personalised 7-day pass.
• All emails were built with SharpSpring’s dynamic field features, so all emails referred to the prospect’s chosen club.
• Clubs were notified of all new sign-ups, with full access to all information via the CRM function of SharpSpring.

Step 4 – Track pass activation & usage

• After requesting their 7-day pass, each prospect was tracked as they passed through the stages to full membership:
  • Activating their pass
  • Using their pass
  • Becoming a member
• A custom field was created in SharpSpring and used to track a prospect’s status.
• Full reporting was available by using SharpSpring’s dynamic lists to measure the number of prospects at each stage.

Step 5 – Digitally nurture prospects

• Prospects were encouraged to activate their 7-day pass via a series of personalised nurture emails. All emails were automated, scheduled via a workflow created in SharpSpring
• Once activation, a prospects status was updated within SharpSpring to “7-day pass activated”
• The change to this status triggered a sequence of further automated emails designed to encourage the prospect to become a full club member, promoting content such as:
  • Club facilities
  • Class and exercise suggestions
  • Full time member CTA
• SharpSpring’s dynamic content features ensured all emails were relevant to the prospect and their chosen club