Case study

Theo Living

Launching a new premium course with zero awareness

Create strategy. Build sales funnel. Generate leads.

Theo Living is a boutique yoga & holistic healing studio in Bangkok. What differentiates it from other studios is its new premium 11-day yoga program for future teachers. It came with a set of challenges. Because the course taught a very unique type of yoga with a niche audience, it had virtually no product awareness, no demand and it came with a premium price tag.

We helped Theo with the initial launch of the new yoga teacher program for women. This included an advertising campaign as well as setting up a sales funnel for generating leads and customers.

Challenge
Create product awareness and generate qualified leads.
Outcome
We helped the boutique studio improve their course and generate tens of leads for each of their top-of-the-funnel offering.

Scope of project

Business & marketing strategy
Business model
Sales funnel
Marketing insights

Website design & development
Value proposition & content
UI & UX design
Website development

Online advertising (PPC)
Google search ads
Google display ads
Facebook & Instagram display ads

Thinking beyond direct advertising

The studio owner had a lot on the line as launching such a niche program was risky. Were there going to be enough prospective customers and how will they find out about the program? We mitigated the risk by developing a hypothesis.

Since the early research and testing showed that running a direct advertising campaign wouldn’t be profitable due to high costs per click, limited budget and a long customer decision-making process, we proposed building a sales funnel. In the funnel, prospects would be first generated by a free offer (a lead magnet) where the owner would have a chance to up-sell them to a later stage - a less expensive and a shorter course than the main offer. We put it to a test.

Creating value propositions and building landing pages

The three-step sales funnel required marketing material to educate & sell prospective customers about each step. Because the notes provided by the studio were rather vague and conceptual, we had to extract the right information from the content and formulate it in a way that is easy to grasp by the audience. We had to be extra clear to make sure people unfamiliar with the subject can easily understand the benefits. We developed a custom website consisting of individual landing pages that lived separately from the existing studio’s website.

Countdown

We included a countdown clock to evoke urgency in visitors.

Photography

Since the teacher course – main offer - had a premium price tag, the visuals had to look premium too.

Course benefits

We translated the provided the information into clearly defined benefits easily understandable by people not familiar with this unique type of yoga.
  • Countdown

    We included a countdown clock to evoke urgency in visitors.
  • Photography

    Since the teacher course – main offer - had a premium price tag, the visuals had to look premium too.
  • Course benefits

    We translated the provided the information into clearly defined benefits easily understandable by people not familiar with this unique type of yoga.
Detailed look at the marketing pages for the premium course (above). Landing and marketing pages for each step of the funnel (below).

Free class (lead magnet)

Instead of selling an expensive course, we were selling qualified people on attending a free introductory class.

1-day retreat (little offer)

Qualified students from the free class were then able to sign up for a short 1-day retreat that would offer more value

11-day teacher program (main offer)

The ultimate goal was to convert students to the premium full-fledged certified yoga teacher course that would teach them yoga and other techniques.
  • Free class (lead magnet)

    Instead of selling an expensive course, we were selling qualified people on attending a free introductory class.
  • 1-day retreat (little offer)

    Qualified students from the free class were then able to sign up for a short 1-day retreat that would offer more value
  • 11-day teacher program (main offer)

    The ultimate goal was to convert students to the premium full-fledged certified yoga teacher course that would teach them yoga and other techniques.

Driving traffic to the sales funnel

Once the steps and offers of the funnel were created (this was done in tight collaboration with the owner), we set up online advertising campaigns on Google, Facebook and Instagram to drive traffic to the top of the funnel - a free class. Compared to advertising the yoga program directly, this proved to be a much more economical and sustainable solution, and it allowed us to get the most out of the constrained advertising budget. How it worked? We were successfully generating top-of-the-funnel students to which the studio can market their small paid course. Our hypothesis was confirmed.

15+

Top-of-the-funnel leads per class

Sharing business insights

A part of our process was sharing valuable business and marketing insights with the studio to help them combat uncertainty linked with launching a new program. In this case, the insights lead to shaping and solidifying the course and included improvements to other parts of the marketing mix beyond the part we were responsible for - promotion.

Most notably, we suggested that the studio enriched the funnel with another product line. Since yoga teachers had to master two areas - yoga and the business side of things - our idea was to offer another yoga program focusing on the business of yoga. This way, the students interested in learning yoga would also have a chance to get better at running their new yoga business as well, and the studio would be able to derive greater value from their customers.

Results

Launching a new product is seldom easy. We helped Theo Living improve their offering, find the right approach to introducing it to the target audience and create a scalable marketing system. Lead-generation campaigns provided the studio with tens of qualified students for each class that they can later market to their middle-of-the-funnel offering. Our landing pages with a clear value proposition also served as a resource for the studio’s other marketing material - social media and brochures.

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© 2019 BOLD Digital Co., Ltd.
© 2019 BOLD Digital Co., Ltd.