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Plus Fitness MMS= Plus New Members [Case Study]

Plus Fitness Melville have only been a part of the MOBIPOST family for a short while but already they are doing impressive mobile campaigns.

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They are using mobile for a variety of reasons, but the one we want to highlight for you today is their highly successful member referral campaign.

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They sent out a highly engaging MMS to their current members asking for them to refer friends to receive financial incentives by the end of the month and Plus Fitness Melville received a great response!

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Results

67 new membership signups!

Plus fitness

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What they did well

· Great and strong offer

· Added it with a friendly/family vibe with a well crafted message

· Clear call to action

· Specific expiry date

· Sent out a reminder to all members that the sale was coming to an end

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Dorothy the manager at Plus Fitness Melville had this to say, “The campaign has actually been running for two months now (March and April). In March, we only promoted the referral campaign with posters around the club and from what our staff was telling our clients. We then extending the sale to April but decided to use mobile as a communication tool. We found that using the MMS really accelerated the results!”

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“We also found that our members did not object to receiving messages and we have planned another mobile campaign next month.”

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When doing the final count, Dorothy found that at least two thirds came directly from the mobile MMS campaign.

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Why it worked

One of the main reasons for why this particular campaign worked so well is that they used a creative, fun MMS to stand out from the competition.

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As there is a lot of new fitness and health clubs opening in the area, Plus Fitness Melville needed to engage with their audience and promote their brand.

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It was also a great way to get their voice heard as they were sending to a highly personal device that is carried with their members all of the time. A recent study by CBS confirms this fact with 75% of people even take their mobiles to the bathroom so we are always in reach of communication.

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Another great tactic Plus Fitness Melville used to obtain such great results is that they sent out a reminder message one week prior to the end of the sale.

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Before the reminder SMS they were sitting on around 30 new memberships signups. This shows that the act of sending out a SMS prompted the members into getting their family and friends on board and snapped up the last remaining signups (taking the total to 67).

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We have found that reminder messages work best for event marketing and also for sales that run for several weeks.

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As there is a lot of competition around the area, Plus Fitness Melville needed to use an effective medium to get their message out there. Mobile is another way to compliment other media with practically guaranteed readership of the campaign. The in-club posters helped with promotion of the campaign but the MMS definitely prompted them to take action.

Do you like their idea of capturing audiences? We would love hear your thoughts, please comment!



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