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.
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.
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.
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.