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Sustainable Marketing – A Case Study

Sustainable marketing starts with sustainable business.

 

‘Sustainable’ can be defined as the following, Able to be maintained at a certain rate or level.

Sustainability is often used in reference to environmental and social consciousness, however, in this context, it will be referred to the internal environment of your business. Here are my definitions:

Sustainable business: I define a sustainable business as one that is sound financially, has a long-term plan, and is growing at a rate that can be maintained. This business has low turnover in staff and clients (or members).

Sustainable marketing: I define sustainable marketing as something that grows with your business and isn’t a quick fix, program, or short-term campaign.

So, how do we start to build a sustainable marketing program? Sustainable marketing starts with building a sustainable business. Let’s start there using the context of a gym, specifically a Crossfit affiliate.

So, you’ve opened a Crossfit gym. You want to invest in marketing to get more members signed up for your on-ramp program. You’ve been running your own social media, and get your coaches to help out, but understand that having a consistent strategy is important and you don’t have the time to run it yourself. Where do you start?

Using Facebook and Twitter to Grow an Event

We achieved an acquisition cost of $0.62. If your business is not taking advantage of Facebook advertising, you truly are missing out!

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Summary: With social media being the first place that many people check first when looking for more information on an event or business we know that it is important to have a respectable audience size (more followers) to provide credibility to all those that find your business page. Facebook Advertising is an incredible tool for building a Facebook following. Twitter is also an equally impressive tool, especially in the case os B2B engagement. Now that the Ottawa Ski, Snowboard, and Travel Show has a large social media following, they are able to attract larger brands/exhibitors who view the Ski Show’s large social media audience as added value to becoming an exhibitor.

 

Background: When handed the logins for the Ottawa Ski Show social media accounts, the accounts had a combined following of less than 100 people. The event needed a boost to regain its title as the “go-to” event in the ski, snowboard, and travel community.

 

Goals:

-Grow follower base

-Create “hype” leading up to the event

-Attain leads on new and larger exhibitors for the show

 

Solution:

-Facebook Ads to promote the page, event, and important content

-Build Twitter audience organically through engagement

-Reach out to brands and businesses on Twitter to attain new exhibitors

 

Tactics:

-Using targeting tools on Facebook ads to ensure only potential attendees were being targeted (no ad spend goes to waste = increased ROI)

-Creating promotional videos that would be shared within the community and also by exhibitors with equally large followings (thus driving more people to the event)

-Share trending content to become the page to check for information on skiing, snowboarding, and travel

-Direct tweeting

-Cross-promoting attendees, allowing them to reach our audience

 

Results:

-Event grew tremendously in both exhibitors and attendees (line-up out the door waiting for the doors to open for the event)

-Event received media coverage

-Exhibitors and attendees became more engaged, posting their photos and tweets about the show, which helped the show reach even more people year over year

-Show is a yearly “Must Attend” event

 

Take-aways:

-Develop a plan well in advance (6 months out from event in this case)

-Start promoting early, businesses (exhibitors) and attendees alike plan their schedules ahead

-Create value. For exhibitors, the value is the large social media following and engaged community. For the community, it is the informative posts and articles, and engaging content

-Use advanced targeting with FB ads (Monitor it closely so you can adjust as you go)

-Build a community and “they” will come

-Twitter still is a dominant B2B tool

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Organically Building an Engaged Following

Summary: We took it 0-100 (1000, actually)!

 

Background: Greco Fitness, an amazing Ottawa success story (grew from 1 location to 13 in the Ottawa area alone, and now 1 location in Toronto) was acquired by a group of investors In September of 2016. 93 Agency is fortunate to have been hired to lead social media and digital marketing efforts as the brand looks at growing across North America. Upon being given the task of the social media accounts, we were tasked with creating and growing the Greco Fitness Brand. Each Greco Fitness franchise has their own locational Instagram account, however, there was no corporate account for Greco Fitness. We wanted to quickly create and grow this, as Greco Fitness recognized Instagram as an effective community building and lead generation tool. It should be noted: the following was all built without any paid ads or automated tactics.

 

Goals:

-Increase brand presence on social media, and create + enforce brand consistency

-Increase leads for current Greco Fitness locations. (Once potential members get inside a Greco location, they know why Greco Fitness is such a great success and can truly change their lives. We just need to get them in there!)

-Create a #GrecoCommunity where members, trainers, and all stakeholders are engaged and enthusiastically promoting the Greco Fitness brand

 

Solution:

-Build followers organically through engagement

-Create and share content that is well branded, easily recognizable, and engaging

 

Tactics:

-Use engaging CTAs (Call to actions)

-Re-post and/or recognize member contributed content

-Build audience through pro-active engagement

-Use photos of ACTUAL Greco Members for graphics and promotional photos

 

Results:

-Instagram following at time of this case study: 1018 (built from 0 over 4 months)

 

Take-aways:

-Stay true to branding, but always be human

-Use engaging CTAs in captions

-Engage with the community (provide recognition)

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Prior to when we began work on the Greco Fitness Facebook page, the average reach per post was 520 people. Since we have been managing the page, the average reach per post is now 842. That means EACH daily post is reaching 322 more people on average than before, equalling a 161.9% increase in reach.

Increasing Engagement on a Budget

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Summary: When working with small and local businesses who typically have different budgets than the average marketing agency client, creative and strategic thinking are key. We were able to create cost effective content, including viral videos and promotional photography that got the job done! Going in with a plan ensures optimal use of resources and the best results!

 

Background: Kunstadt Sports, a long-term social media management client, became interested in using media rich custom content, such as professional photo and video, to promote their 3 Ottawa locations, the products they carry, and the events they take part in. This content would be developed and implemented into the existing social media strategy we created and manage.

 

Goals:

-Create custom content (photos and videos) that would drive engagement and increase brand awareness and reach

-Showcase the amazing company culture Kunstadt Sports has

-Increase shares on Facebook page, which will, in turn, increase the reach of the content to relevant potential customers

 

Solution:

-Photo and video content using Kunstadt Sports employees as the “models” and actors/actresses

 

Tactics:

-Boosted video content using Facebook Ads to reach more potential, and local, customers

-Strategically used photo content for promoting different events, products, and general brand awareness (Each photo shoot provided content for months)

 

Results:

-Engagement increased (more likes, comments, and clicks)

-Shares went through the roof, especially on video content!

 

Take-aways:

-Visual content is key

-Create something relatable and then come up with an extreme example

-Stay true to branding/company culture (let it shine through in the content)

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Click here to read more about our work with Kunstadt Sports!

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