LEO L’assistente Virtuale Boosts Gym Membership Sales Using ManyChat

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LEO L’assistente Virtuale, an advertising agency based in Venice, Italy, was tasked by a local fitness center to create a Halloween campaign to generate more leads for monthly memberships. The fitness center had previously relied on Facebook for leads, but a decrease in engagement on this platform led to a decline in memberships. Acquiring new members is a significant challenge for fitness companies, and traditional modes of communication like email and phone calls were proving less effective. The agency needed to find a more engaging and effective way to communicate with members and prospects to drive new sign-ups for the fitness center.

LEO L’assistente Virtuale is an advertising agency based in Venice, Italy, that provides Chat Marketing services for a variety of local businesses including restaurants, gyms, tourism, and healthcare organizations. They are one of the few agencies in the country that offer marketing automation services. They have helped more than 100 companies to better engage with customers and drive more sales. In this case, their client was a local fitness center in Venice that was struggling with a decline in memberships and needed a creative solution to generate more leads for monthly memberships.

To address this challenge, Marco Mantovan, Co-Founder of LEO, decided to use Chat Marketing to communicate with members and prospects. The LEO group ran a “Trick or Treat” quiz campaign during Halloween to drive new sign-ups for the center. Two growth tools were used to get new users into the bot: Messenger Ref URL and Comment Growth Tool. The Messenger Ref URL was attached to an organic Facebook post promoting the quiz on the center’s Facebook Business Page. When users clicked the Ref URL, they were sent into a Messenger conversation to start the quiz. A Comment Growth tool was also attached to the post to encourage shares and extend the campaign’s reach. Once users entered the conversation in Messenger, they were welcomed with instructions to begin the Trick or Treat quiz. Participants who selected the winning treat were prompted with a message describing how to redeem their free two-week membership.

• The Trick or Treat quiz campaign was a success, pulling in new memberships at a fraction of the company’s overall lead cost. The use of Chat Marketing proved to be an effective strategy, providing a more engaging way to communicate with members and prospects. The campaign not only generated new leads but also sold a significant amount in new memberships. The use of the Messenger Ref URL and Comment Growth Tool helped to extend the campaign’s reach and encourage participation. The campaign also included a strategy to keep the contest fair by rotating the winning treat choice, preventing participants from giving away the winning answer and saving the company from giving away too many free memberships.

• Generated 300 new leads for future marketing efforts

• Sold €10,000 in new memberships

• Ran a successful campaign for 30 days