Prospecting and Segmentation. Vaughan Schwass Marketing Director Les Mills International

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2 Prospecting and Segmentation Vaughan Schwass Marketing Director Les Mills International

3 Prospecting and Segmentation CONTENT Driving leads to lesmills.com Online lead generation Prospecting webinars Lead development Segmentation and targeting Testimonials Making it work for you

4 Driving leads to lesmills.com One URL ( Search Engine Optimisation Content Meta tags Clear page titles Adwords Top searched phrases body pump les mills

5 Online Lead Generation There s a time to build brand and a time to get customers; current climate is all about the latter If you re going to spend any time, money or energy driving people to your Website you need to make sure that your site can convert visitors into customers Online lead generation is cost effective and gives more cost clarity - tracking leads as a cost allows the ability to compare lead generation methods

6 Online Lead Generation lesmills.com Part of an over-all plan to make the sales process more public, with added ability to track leads right through the entire sales process to Club launch Previous lead generator wasn t generating the level of leads we expected More about brand than collecting potential customer details The actual lead collection form was buried deep within Get Les Mills flash presentation Lack of information for sales Rationale for redevelopment of lead generation tool Make the most of the attention you have Give your prospects a choice in how they receive information Show more third-party proof

7 Online Lead Generation lesmills.com What we did with the online PRO tool Reworked the customer journey Created a simple HTML landing page, with a basic form, minimal imagery, strong references to third-party research Used split testing a means of testing different text by dually serving them and monitoring the results Simpler data capture Provided two non-compulsory questions for leads to fill in Used the non-compulsory questions to determine what content potential leads wanted to read Later additions, such as querying leads for roles, provides slightly warmer leads Driven response with an offer Provided a reward for those who completed the form Redeveloped interactive sales presentation Updated the flash tour to align with the Go Pro Sales campaign Updated imagery

8 Online Lead Generation lesmills.com

9 Online Lead Generation - Data Capture form

10 Online Lead Generation Sales Presentation Take the tour: Get Les Mills (hyperlink)

11 Online Lead Generation Sales Presentation

12 Online Lead Generation Results

13 Online Lead Generation where to now? - Adding business calculators where clubs can enter own data - Calculators will deliver Les Mills branded reports and projection High perceived value to club Numbers are captured for our club insight a powerful sales tool - More information captured from customers At appropriate steps in the customer journey Will give a richer view on club s issues Sales team can prepare for club s opportunities and objections in advance

14 Prospecting webinars Using GOTO Webinar platform Excellent way to educate prospects and move them further along in your sales process Cost-effective, provide a global reach and are an excellent offer for lead generation campaigns.

15 Prospecting webinars Quality not quantity Get the right Presenter Timing Aim high in attendance Follow up quickly

16 Lead Development Marketing can be used to drive prospect clubs through the sales pipeline Target cold leads with an offer that encourages them to put themselves forward Create brand awareness before sales contact Qualify clubs with an existing interest Strengthen club insight in the process A campaign developed for the US market targets prospect clubs and drives them to self-refer for sales meetings and attend 1-hour GFM workshops presented by sales team

17 Lead Development Hurdles Campaign CHALLENGE Les Mills West Coast sales team had very large database of unlicensed clubs, but shallow data and little relationship with the majority Sales team needed stronger pipeline of sales prospects that would enable them to open sales conversation with appropriate clubs REQUIREMENT A marketing program to support the sales by: Reinforcing Les Mills reputation and understanding within the target audience Delivering self-selected and engaged clubs Enhancing existing data on prospects

18 Lead Development Hurdles Campaign CLUB INSIGHT Generally low awareness of Les Mills brand with non-licensees When they know of us, may lack understanding about Les Mills core competencies and benefits that clubs derive from our systems Economic conditions were creating a number of key challenges for clubs, that club owners needed help in addressing CREATIVE DIRECTION The key message needed to be about the club owner, not Les Mills The initial contact needed to communicate the proven value that the LES MILLS System can provide to clubs CALL TO ACTION Les Mills offers to share its expertise in helping clubs overcome the business issues their club faces: 1. Meet with us now = A free one-on-one consultation' to learn about the return their club could earn with Les Mills. This is a sales meeting in which the conversation focuses on the club's numbers and potential 2. A free workshop = 2 people invited to 2-hour GFM workshop, scheduled locally to the club

19 Lead Development Hurdles Campaign Address Address Address Address

20 Lead Development Hurdles Campaign

21 Lead Development Hurdles Campaign Online lead capture Uses PRO-style lead generation form Skinned with Hurdles campaign artwork and messaging

22 Lead Development Hurdles Campaign Campaign is being used in market now by Les Mills West Coast, with a series of GFM workshops planned across the territory Other US agencies taking up Can be adapted to other markets: Essential text changes: Location, key statistics, testimonials, contacts Discretionary text changes in terms of messages and offer Language variations Artwork may be replicated or adapted

23 Segmentation and Targeting Understand the composition of your potential market Identify sector, chain and geography of potential licensees Create clusters of clubs Club chains, such as YMCA, Fitness First Industry sectors, such as Government and Military, Education, Hospital and Wellness, Not-for-Profit Geographic spread

24 Segmentation and Targeting Prioritise target audiences Analyse potential revenue streams from groups versus cost of sale Focus on groups with greatest opportunity and lowest relative cost Consider targeted marketing opportunities

25 Segmentation and Targeting Co-Branding for Big Opportunities Brand styles can be integrated to create clubspecific versions of our campaign materials

26 Segmentation and Targeting Industry-Specific Material Use GF descriptions and launch count-down that are generic and can be repeated across markets All images from Heroes campaign selected for market appeal Design is PRO-style our signature look for sales materials note the coloring, image selections, and font 6-page sales brochure standard format, tailored to Education sector

27 Segmentation and Targeting Industry-Specific Material Introduce Les Mills standard content that can be repeated across markets Demonstrate Les Mills expertise and relevance, specific to sector Present benefits that are tailored to the market s needs

28 Segmentation and Targeting Instructor Recruitment Universities, health clubs and wellness/recreation facilities all over the country offer LES MILLS programs on their group fitness timetable chances are that there is a licensed facility not far from your campus, or your home. Target potential instructors by understanding their industry this one reflects the needs of instructors who are students or work in education

29 Testimonials - Sourcing Compelling testimonials help the sales team to demonstrate the benefits of the LES MILLS System Important to keep them fresh and relevant Ask clubs often and be specific about what you want them to demonstrate Gather testimonials from across the club spectrum recognised names as well as clubs like mine Make it a part of the sales team or club coach s role to collate testimonial leads Ensure that clubs give appropriate permission

30 Testimonials on lesmills.com

31 Testimonials Focus on Club Needs

32 Testimonials Industry Specific California State University University of California San Francisco Princeton University University of Richmond Create industry-specific materials and use testimonials from clubs that the sector will recognise and respect

33 Prospecting and Segmentation: Make it work for you Localise the PRO lead generation tool Translate and use on local sites Leads delivered to nominated sales team Ensure that you use lead generation URL widely e.g. marketing collateral, sales tools, , presentations Gather insight on clubs as you generate or warm-up leads Help the sales team to understand issues and overcome objections Target prospects with campaigns that get them to self-refer for sales meetings Utilise the Hurdles campaign and others developed by Les Mills

34 Prospecting and Segmentation: Make it work for you Understand your market make-up and analyse the needs of each segment Create marketing materials tailored to your audience Use standardised formats that can be adapted easily Develop bespoke materials for bigopportunity clubs Reflect needs of instructors in recruitment Gather testimonials from existing licensees and tailor them to specific audiences

35 Thank you