GOALS

• To attempt to recapture a larger market share of the health / fitness club industry
• Inform consumers about existing specials and promotions at their local BTF
• Increase foot traffic into the 292 BTF locations nationwide

SOLUTION

BTF needed a very effective, cutting edge marketing program to reach those on-the-go fitness enthusiasts Digital Urgency’s mobile marketing solution with in-depth customer information and geo location addressed this need perfectly. The two main challenges that BTF faced were the ability to pinpoint their target audience (both geographically & demographically) and to engage them with a two-way correspondence versus the traditional one way advertisement / offer that might be presented to a consumer. Digital Urgency queried its Opt-in SMS database and pulled a custom list of health / fitness enthusiasts, ages 18 to 40 and that lived within a 3 to 5-mile radius of each club. Consumers were presented with a message, inquiring if they were interested in getting in shape for summer and if so, to respond to the text message with their zip code to receive a special offer from BTF. Digital Urgency built a custom backend solution so that when a Customer texted in, they were sent an autoresponder message with the special offer and the address of the nearest BTF location, based on proximity to their zip code