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Social is mobile [Paragon Fitness Case Study]

Recent data has shown that 71% of smartphone users connect to the internet on their mobile on a daily basis (if not multiple times!) – and more than two thirds of those users do so from a mobile phone. The mobile phone is a device that is checked upon waking up in the morning and the last thing we look at before bed. We spend a lot of our time using our mobile device for various things which proves that it is a perfect medium to market to your desired audience!​​ ​​​​

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Paragon Fitness Happy Valley, a fitness club located in South Australia, use both Facebook and mobile messaging to reach their active members. They have a strong retention strategy in place that uses mobile to remind inactive members to get back to the gym and use Facebook posts for helpful tips.​​ ​​​​

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They also use both platforms (Facebook and mobile) to reach their prospects and ex-members – in a recent campaign they asked them to log onto their Facebook page and check out the sale that was only running for one hour. This resulted with…​​ ​​​​

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The Results
12 new members in one hour!​​ ​​​​

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What they did well

  • Used a combined marketing methods
  • Great offer
  • Gave a clear set deadline
  • Convenient for the user

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The Sales manager Mica had this to say about the campaign, “When we asked the new members where they found out about the campaign, majority said it came from our mobile marketing efforts as opposed to our Facebook posts. The texts we sent out were directed at our ex-members and prospects database, whereas our ‘likers’ on Facebook are already members.”​​ ​​​​

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“Mobile is beneficial to us in that way, as we can choose who we are sending to. We will be using mobile again down the track as it helped create a successful day.”​​ ​​​​

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This is one of the overlooked benefits of mobile marketing. You are able to select who sees the message and who is omitted. This is easily done by selecting your list out of any customer database management system you have in place, export the data and upload it to your MOBIPOST account.​​ ​​​​

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Why it worked

Paragon Fitness had the right idea to include all forms of communication to promote the One Hour Sale on Facebook. Currently about a third of the 600+ million Facebook users only use Facebook Mobile with the rest of the two thirds interchanging between desktop and tablets. When the targeted group received the message they were able to go to Paragon Fitness Facebook page and see the offer. If they liked the offer they were able to call the club straight off the device they were using to view the offer (their mobile- how convenient is that!). Also by directing the prospects to their Facebook page, got them to like the page which expanded their popularity.​​ ​​​​

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As this was predominantly a prospect sale, not many of the prospects had already ‘liked’ their page. This means that promoting your sales on Facebook is a good idea, however majority of the people seeing it are already members. By using mobile, you can cut straight through to your prospects hand which means that your message has more of an impact – and is more likely to turn into results.​​ ​​​​

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Our favourite thing about this campaign is that they used their mobile campaign to help bring attention to their social campaign. A lot of us only access social sites from our mobiles which shows how much importance we hold in our phones and how valuable a mobile marketing strategy is.​​ ​​​​

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No matter what channel you use to get your message out there to your audience, we would strongly suggest you incorporate mobile messaging into your strategy. Using a cross-channel approach like Paragon Fitness did will help you to achieve best results.​​ ​​​​



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