The Background
Elanora Squash and Fitness Centre is a comprehensive sports facility encompassing Elanora Fitness, Elanora Squash, the Elanora Sports Shop, and the Racquet Club. Standing as a cornerstone of the Sydney sporting community since the 1970s, it boasts over 1,000 active gym members and squash players.
Elanora has a history of offering Christmas promotions featuring vouchers and package deals.
The Challenge
Instead of running the promotion at Christmas due to time and resource constraints during the busy holiday period, we decided to shift campaign to January.
Since we have extensive experience running time sensitive and seasonal offers, we took the lead to create a limited time offer with the goal of surpassing previous sales.
Our Solution
We rebranded their Christmas themed offer to a Once-A-Year sale that stressed the urgency, great value, and limited nature of these packages…
Our strategic approach included…
- A complete landing page redesign: A modern and clean design to clearly communicate the offer…
- A big sales idea centering on the extremely limited nature of the offer (ONCE a year), and a prominent countdown timer that made customers want to buy now, at the risk of missing out…
- More affordably priced bundles, so members felt enticed to buy based on their budget…
- An irresistible value proposition with the total value of each bundle displayed clearly, demonstrating just how much a customer could save by purchasing now (up to 72% and $906!)…
- “Save Now, Play Later” messaging that made the benefit and value proposition crystal clear…
Additionally, we drove traffic to the landing page with a targeted email campaign to their entire database.
Over four branded emails, we stressed the once-a-year nature of the sale, the customers potential savings of up to a massive 72%, and the urgency due to the midnight deadline (which was absolute with no extensions)
Results
Our revamped voucher promotion delivered impressive results:
The email campaign generated 4,760 opens and 331 clicks.
While Elanora enjoyed a 16% increase in sales compared to their previous year’s promotion.
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