Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Nuts & Bolts - Case Study : Iron Tribe Fitness Automates Success

September 2012 By Heather Fletcher
Get the Flash Player to see this rotator.
 

Like the arc of a kettlebell swing, Internet prospects were once at the bottom of the lead bucket for Iron Tribe Fitness. This year, that channel managed to swing to the top for the Birmingham, Ala.-based business.

In February 2010, when its first gym opened, prospects used to call or walk in the front door in order to become members, says Jim Cavale, Iron Tribe's vice president of operations. "We never expected it to be literally flipped around in an opposite manner."

Cavale and Forrest Walden, Iron Tribe's founder and CEO, credit much of the change—and the increase in leads and customer retention—to their use of marketing automation software. Specifically, in May 2011, Iron Tribe started using software from Gilbert, Ariz.-based Infusionsoft.

"The process interprets what we do, even if it's offline," Walden says.

For instance, every bit of marketing to prospects—including radio, television, billboards, print ads and direct mail—routes them to IronTribe101.com.There they'll find education about fitness and the gym, as well as a form asking, "Want to know more?" that requests the visitor's first and last name and email address. Prospects also can call a phone number on the site to set up a consultation at the gym, but Cavale says they're opting for the form instead.

"We've had 940 people fill out forms this year, so far," says Cavale. "And out of those 940, 497 have sat down for a consultation. And out of those 497, 490 have signed a [membership] contract."

After filling out this first Web form, prospects can fill out a second form requesting a 40-page report about Iron Tribe be mailed to them, along with a thumb drive of an informational video (bit.ly/MQ6mK1). Or they can wait for more information to come through what Cavale calls "an 11-step email follow-up sequence."

Walden adds that this automated email sequence, which is linked through the software to the appropriate facility among the four, is "really pushing them to call the location manager and set up a consultation, which is where the sales process occurs." On-location during the consultation with the prospective member, the gym managers continue the "education process."

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: