Audience Building Tactic
Generation Active is the name we gave our audience in a strategy to appeal to MBA Brand Managers. By introducing them to this must connect to marketing segment and ensure that we make it on the next budget plan.
This strategy has proven successful and we decided to go all in on and build a website under this brand. The first thing I did was negotiate the rights to the URL and then had to come up with a strategy to draw traffic to a brand new website. Incentivizing consumers is always a great way to get a response, so we started running quarterly giveaways to draw traffic to the site.
For each giveaway we would film a spot with a fitness influencer during a content shoot where they would say how awesome this giveaway and ending with a call-to-action to the website. We would run this on our video network for the duration of the giveaway (3-4 weeks). This tactic has repeatedly been successful and we’ve been running them quarterly ever since.
Below is from a campaign that ran for five weeks in September 2018. During that time we had over 10,000 unique visits to the site and 4,500 entries into the contest. The video below is how we advertised the contest in the last giveaway. Below is a screenshot showing the traffic by state during that month.
Audience Building Tactic
Generation Active is the name we gave our audience in a strategy to appeal to MBA Brand Managers. By introducing them to this must connect to marketing segment and ensure that we make it on the next budget plan.
This strategy has proven successful and we decided to go all in on and build a website under this brand. The first thing I did was negotiate the rights to the URL and then had to come up with a strategy to draw traffic to a brand new website. Incentivizing consumers is always a great way to get a response, so we started running quarterly giveaways to draw traffic to the site.
For each giveaway we would film a spot with a fitness influencer during a content shoot where they would say how awesome this giveaway and ending with a call-to-action to the website. We would run this on our video network for the duration of the giveaway (3-4 weeks). This tactic has repeatedly been successful and we’ve been running them quarterly ever since.
Below is from a campaign that ran for five weeks in September 2018. During that time we had over 10,000 unique visits to the site and 4,500 entries into the contest. The video below is how we advertised the contest in the last giveaway. Below is a screenshot showing the traffic by state during that month.
The contests seem to have a lasting benefit on GenerationActive.com. At the beginning of the year we had only a few random visitors. By the end of the year we average a few hundred a day and almost 40,000 unique visitors in 2018 through November. The giveaways have cost us very little too. The media plays for free in our health clubs as we convince them that they are a benefit to their members. Not only do a lot of the prizes are given to us by the sponsors, but it also gives a strategy for our salespeople to reach out to clients and solidify relationships with them.
The contests seem to have a lasting benefit on GenerationActive.com. At the beginning of the year we had only a few random visitors. By the end of the year we average a few hundred a day and almost 40,000 unique visitors in 2018 through November. The giveaways have cost us very little too. The media plays for free in our health clubs as we convince them that they are a benefit to their members. Not only do a lot of the prizes are given to us by the sponsors, but it also gives a strategy for our salespeople to reach out to clients and solidify relationships with them.
