P&M Gym Solutions - A Case Study

Creating Brand Awareness on a Small Budget

P&M Gym Solutions is a one stop shop for servicing and supplying gym equipment within a 100 mile radius of Keighley, Yorkshire. For over thirty years the Company has provided very personal and high quality services to gym owners throughout the North of England.

Objectives:
To create awareness of P&M Gym Solutions with independent health & fitness clubs within a 100 mile radius of BD22

1. To maintain awareness on a continuing basis, since a club’s fitness equipment servicing needs can be required at any time through the year
2. To keep budgets to a minimum

Solution:
Initially, independent health & fitness clubs within a 75 mile radius of BD22 were selected from Leisure Lists data (subsequently increased to 100 miles), with email addresses for either health club owners or managers.

An email campaign was broadcast by Leisure Lists on a two monthly cycle, designed to create and maintain awareness of P&M Gym Solutions’ installation and servicing solutions.

Commenting on the campaign, Jo Gilhooly, Sales and Marketing Manager said “not only do we support our campaigns through alternative channels of communication but we pay great attention to keeping track of leads returned, a swift response to literature requests and then follow up calls. You can’t expect to get a decent response from emails alone”.

Results:
Whilst a typical broadcast achieved an open rate of just 12% (the industry average for cold prospecting with B2B data), the campaign over the year achieved a unique open rate of over 30%, meaning that different parts of the market were opening the email at a time of their interest and need.

Commenting on the campaign, P&M Solutions owner Mark Carter said: “I’ve been able to leave the running of the campaign completely to Leisure Lists and have received a steady stream of new servicing enquiries at a pace that I have been able to handle.”



John Turner, a Director of Leisure Lists added “Precise targeting is a cornerstone to any successful direct marketing strategy. As a result, we have been able to achieve brand awareness on a small monthly budget of just £57, covering data rental, email broadcast and reports which detail who’s opened the email and clicked through to the website.”