This page contains a Flash digital edition of a book.
social media


Case Study 3: KLICK FITNESS


A


s a relative newcomer to the market, Klick Fitness – Fitness First’s now apparently aborted


foray into budget clubs in late 2011 – had a number of objectives for its social media strategy.


Its fi rst priority, however, was to build an online community via Facebook in the shortest possible timeframe. To do this, it worked with D2F Group, which offers specialist software that integrates seamlessly into Facebook.


Klick Fitness caught the attention of its admirers by giving a free gift to every ‘liker’. With an iPad as the star prize, ‘likes’ quickly increased: within the six weeks of the campaign, ‘likes’ increased by 84 per cent to over 7,000. This result compares favourably to similar operators on a ‘like by site’


basis, and provided Klick with an excellent platform to implement its social media strategy.


Each ‘liker’ was offered a reward, allocated at random – but whether their reward was an iPad, a pair of trainers, an annual membership, Polar heart rate monitor or personal training session, the onus was on the ‘liker’ to redeem their reward.


By using D2F’s technology, Klick Fitness therefore benefi ted fi nancially from non-redemption of rewards; on average, D2F’s reward software delivers redemptions of 60 per cent across the health club sector, meaning an average 40 per cent saving on the cost of goods for a campaign. Geraldine Tuck, sales & marketing


director at D2F, says: “D2F’s Facebook reward software gives our clients the opportunity to rapidly accelerate the growth of their online community while giving fans a really positive message. Clients that use our software continually comment that goodwill of this nature has built strong, loyal and lasting relationships with their Facebook community, both at a regional and a national level.”


“In six weeks, Klick Fitness increased ‘likes’ by 84 per cent, to over 7,000. This compared favourably to similar operators on a ‘like by site’ basis”


Klick: Rewards for ‘likes’


56


Read Health Club Management online at healthclubmanagement.co.uk/digital


july 2012 © cybertrek 2012


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84