Our agency helped start promotion for a metropolitan sports club located in the center. The check is “Average +”, designed for a wealthy audience.
“Normal” settings for advertising about sports and fitness almost did not work. The club’s booking was very weak.
Therefore, we began to form segments of audiences who might be interested in this sports club, but without an emphasis on sports in their behavior.
Promotion on obvious “direct” settings of interests and behavior of audiences can periodically show a decrease in efficiency.
Up to almost zero sales.
For example, this happens with highly competitive Products (goods and services), when there are too many offers around the topic.
And users simply stop responding to offers.
Here is an example.
Our agency helped start promotion for a metropolitan sports club located in the center. The check is “Average +”, designed for a wealthy audience.
“Normal” settings for advertising about sports and fitness almost did not work. The club’s booking was very weak.
Therefore, we began to form segments of audiences who might be interested in this sports club, but without an emphasis on sports in their behavior.
- users of expensive cosmetic brands, SPA procedures, massage;
- users interested in fashion and style, trendy collections;
- entrepreneurs, businessmen.
Each of these segments was carefully detailed to have as many features as possible of the audience we needed.
Because, as you might guess, simply taking the interests of “SPA, cosmetics” or “entrepreneurs, businessmen” is unlikely to give a good result.
In addition, there was a business localization factor. The maximum coverage radius was 10 kilometers.
Photographers, models, and bloggers were proposed as a separate audience for the tests.
This sports club had several very cool locations for filming.
They offered them for rent. And sometimes for free in barter.
Of course, the profit from such a rental was not significant, but it gave something more important than direct money.
The same bloggers and models posted content, and many people further asked about this location.
And not only in the context of “I also want a photo shoot here,” but many clients came from such a channel specifically for subscription classes.
SUMMARY.
This case once again proved the effectiveness of audience segmentation in promotion.
By moving away from the direct interests of the audience (in this example it was “Sports, fitness, healthy lifestyle”), we get at least two advantages:
the opportunity to stand out with a non-trivial, but at the same time personalized offer;
expand the areas of attracting the target audience (both for advertising and content marketing).
