1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

Need some advice: Launch of a Huge Functional Fitness Area (Online Marketing)

Discussion in 'Business & Tax Advice' started by munichsale, Jan 9, 2014.

  1. munichsale

    munichsale Newbie

    Joined:
    Mar 10, 2013
    Messages:
    2
    Likes Received:
    0
    Hi guys,


    I love the expertise in this forum so I wanted to give this a try.


    I got a huge project from one of my clients here in Germany. He wants to built Europes largest functional fitness arena and asked me to do the Online Marketing for it.


    The facts: The project takes place in a hangar and the fitness arena is on roughly 2000qm. In the hangar, there will be one corner for CrossFit, another Corner for MMA and Boxing and the third arena for Parcour and other fitness courses.


    The concept behind it is military drill style trainers in army shorts will be the coaches and you can do courses or train there on your own. You will get dogtags instead of member cards and there will be a huge tank (yes, tank) in front of the hangar which will hopefully help with the marketing in the area.


    But it's not just for old guys who are military freaks, its for men and women who love functional training and crossfit sports and the membership costs are little bit cheaper than in the crossfit boxes in the area.


    The launch will be in September and I was hoping if anyone has some advice on how to tackle a project like this. I am an advanced online marketer, especially with Facebook Ads, SEO, Adwords and that kind of stuff. They will get a nice wordpress website from me and I will do all the social media and content marketing.


    Do you know of any similar project, a launch of a big fitness arena etc. where I can learn from best practices? The problem I have right now is to differentiate between local and online marketing in general. The people that actually sign up for the membership would need to live in a 25 mile radius around the city (good thing my target audience according to facebook is still 1.3million people between 18 and 50).


    As the hangar is still empty and not renovated, I dont have much content to work with there. But they have nutrition experts (because they have an existing fitness studio) and I can start posting content on the facebook page and start building a list with people that are interested in the area.


    Are there any courses out there that help you with a launch of an "offline project" like this one?


    How would you develop a strategy?


    Until now I thought of building a nice landing page, driving targeted and local traffic there over facebook (and adwords?) and create and post to the social media channels (facebook, youtube, pinterest, instagram etc.). As it is the fitness niche, I could do fitness quotes that may go viral on facebook, I could offer a download of a free nutrition ebook for an email adress etc.


    Thanks so much, all help is appreciated.


    Michael
     
  2. Alpha.

    Alpha. Power Member

    Joined:
    May 11, 2013
    Messages:
    505
    Likes Received:
    236
    Location:
    Europe... No Borders? No Worries!
    You need local SEO for a gig like this.. Depending on where this gym is located, you'll need advertising around the city! Offer to buy up existing gym memberships when they join up in your gym etc.
     
    • Thanks Thanks x 1
  3. IamNRE

    IamNRE Jr. VIP Jr. VIP Premium Member

    Joined:
    Aug 18, 2010
    Messages:
    4,663
    Likes Received:
    7,108
    Occupation:
    Generate Leads With FB Ads For Just $1
    Home Page:
    Promote it on TV and radio for free.

    Get them to interview you (or someone that is presentable/hot/well-spoken) and get the interviewers and their work colleagues to take the challenge of the army course.

    You can build a youtube channel around that.

    Then challenge anyone that is fit to come and see if they can beat the best time.

    Make that place the "Nürburgring" for fitness people all around the world.

    The people that have the best times of the week wins $100s in prizes (i.e custom T-shirt/Towel, Bag and other cheap shit that won't cost the company a lot...).


    Napoleon Bonaparte said " I have made the most wonderful discovery, I have discovered men will risk their lives, even die, for ribbons!"
     
    • Thanks Thanks x 1
  4. Nit3watch

    Nit3watch Registered Member

    Joined:
    Jun 13, 2012
    Messages:
    54
    Likes Received:
    14
    Location:
    South Africa
    I would do a discount for retweets and Facebook shares, get it going viral. Those crossfit guys are cult like and will talk about it. Also they love photos/selfies, hire a facebook photobooth for the launch and it will post all their pics to your wall, they them have to check your wall To see the pics and tag themselves
     
    • Thanks Thanks x 1
  5. munichsale

    munichsale Newbie

    Joined:
    Mar 10, 2013
    Messages:
    2
    Likes Received:
    0
    Sorry for the late answer, I was busy traveling. Your advice is golden, really appreciate it.


    We will have quite a bit of budget for on and offline marketing. What would you recommend for local seo? terms like crossfit + city, mma + city etc. as a subpage on our homepage? we don't have a homepage yet because I thought a coming soon page will be enough for now, but when you say SEO, I should start to rank with pages right now so that when we launch in summer there are already rankings..


    Offline Marketing will be a big part of this, you're right. Thanks for the tips with the interviews and youtube. We will definetly need a nice youtube channel, maybe even get a youtube fitness guru with lots of followers to do a workout on our tank or something like that. And I like your words: we are indeed trying to become the Nürburgring for fitness people in germany :)


    Any advice on when I should launch a blog/landing page/website with content? What to concentrate on right now? I would say facebook and list building..



    thanks for the photobooth idea, sounds cool to me :) we will make them check in to our place over facebook which will give them certain benefits (free drinks or wifi)..
     
  6. Nit3watch

    Nit3watch Registered Member

    Joined:
    Jun 13, 2012
    Messages:
    54
    Likes Received:
    14
    Location:
    South Africa
    Glad it came in useful and goodluck - I have pm you a website with all the social stuff my friend does to give you an idea, he is not near Europe so its purely for ideas.