Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
A national wellness membership brand with nine locations needed to optimize their marketing strategy to increase membership sign-ups. The goal was to identify the ideal media mix to reach new prospects within a 5-mile radius of each location, as research indicated that most members would only travel within that distance for wellness services. With their peak membership push occurring from Winter to Spring, it was crucial to craft a strategy that targeted the right audience at the right time
The Strategy: Geo-Targeting and Behavioral Insights
To achieve this, Vici Media focused on a data-driven approach, targeting prospects who closely resembled the brand’s best customers. The target audience consisted of adults who maintained a regular exercise routine and enjoyed activities like basketball, weight training, swimming, and cardio. To maximize reach, we utilized geo-targeting, honing in on specific neighborhoods based on membership heat maps and mobile user data
Our Mobile Conquesting strategy allowed us to reach families with children, singles, couples, and individuals with household incomes of $75k+—people who were most likely to engage in fitness activities and wellness programs. This highly tailored approach ensured that our ads resonated with users actively searching for health clubs, aftercare programs, swimming classes, basketball leagues, personal training, and group exercise
The Results: A Thriving Membership Program
The results of this campaign were outstanding. The initial promotion achieved a click-through rate of 0.92%, which is 13 times higher than the national average. Even more impressive were the membership numbers: the campaign generated 1,532 new sign-ups. In the next promotion, that number surged to 3,135 memberships, and in the following season, an impressive 3,795 memberships were added. This upward trend demonstrates the effectiveness of our approach, with membership numbers continuing to grow season after season
If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions
For more information, email support@vicimediainc.com.
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