Andreas Zachariou- Opportunities in Time of Crisis
Our challenge was the same that everyone had, how can you keep offering your services when your business is closed down?
During the recent pandemic many businesses were affected including one of our clients, A2Z Holistic Sports Clinic, the first concept in Cyprus which offers fitness training, psychological support and nutrition under one roof. Our challenge was the same that everyone had, how can you keep offering your services when your business is closed down?
Our solution was an online course that included daily diet plans and recipes for healthy meals, video with specialised fitness programs, special herbal remedies for detoxification of the body, techniques and exercises of inner relaxation and stress relief and dietary rules for adopting a healthier lifestyle.
The first phase was to create a landing page, where users could learn more information about the course and pre-register to get notified as soon as the course was live. Through our campaigns we managed to reach almost 70,000 unique users across Cyprus and Greece with a Click Through Rate of 5.9% leading to the pre-registrations landing page. As a result for the first phase, we successfully acquired more than 350 leads.
As a result for the first phase, we successfully acquired more than 350 leads.
During the second phase, we wanted to establish a sense of trust by connecting with our audience on a more personal level. A questionnaire was created for the interested users to complete in order to gather their current physical status, help them set their goals and guide them on choosing the category they would better fit in. Asking them to complete a free questionnaire served multiple purposes such as creating excitement, offering value and at the same time building credibility between our audience and the brand and reducing their perceived risk before asking them to commit to the course.
Our primary communication method was through Email and SMS marketing as a direct and more personal way to contact our audience. The first email campaign had a 53% Open Rate and a 29% Click Through Rate.
As soon as the course was launched, we prepared another announcement email, where users were informed that they could now sign-up and start their personalised programme based on the questionnaire results. The email had an open rate of 59% and a 33% of Click Through Rate, leading to more than 47 new sign-ups in the first 24 hours.
Even though we used social media to drive traffic initially to our landing page, Email marketing was used as the primary method of communication. Through emails, we were able to accurately target our audience with personalised, action-oriented messages that they could easily access through their mobile devices at their own convenience. As a result, we managed to keep the costs low while achieving a high ROI.
Through continuous optimisation of the course we managed to increase demand and solve an unmet need.
The Next Day
Through continuous optimisation of the course we managed to increase demand and solve an unmet need. The next day is the realisation that the only way forward to make a company bulletproof is by leveraging the online world to provide new experiences.
2 new courses are planned to launch in the following months that will be addressed towards a specific audience and will allow to further expand our client's range of services.