[Performance Report] Built an Integrated Marketing Model (Advertising x SNS x Posting) for Fitness Gyms

Ashinami has developed a new service for fitness gyms, an integrated model combining advertising, Instagram, and direct mail for customer acquisition. In a pilot case applying this model, customer acquisition increased by 170% year-on-year in a single quarter. This new approach, which combines online and offline methods, has been launched. [1. Background: Changes in Customer Acquisition Structure in the Fitness Industry] In recent years, the fitness industry has faced the following challenges: - Rising advertising costs - Difficulty in differentiation due to increased competition - SNS is used but does not lead to store visits - Localized customer acquisition (direct mail) is often a one-off effort. Single measures like 'only advertising' or 'only direct mail' are becoming less effective. [2. Measure Overview: Integrated Design of Advertising x SNS x Direct Mail] BOTANICO designed a customer journey that maximizes 'contact frequency' rather than treating each measure separately. ■ Advertising Measures: - Expand awareness to target demographics - Area-specific distribution - Drive to trial reservations. ■ Instagram Measures: - Visualize training scenes and results - Before/After posts - Humanize trainers - Spread via Reels. 'Create reasons to want to join.' ■ Direct Mail Measures: - Direct reach to local community areas - Design flyers emphasizing trial offers - Guide to SNS (QR code navigation). 'Create triggers for interest.' ■ Integrated Journey (This is the key): - Direct Mail → SNS → Visit - Advertising → SNS → Trust Building - SNS → Trial Reservation. Designed to increase contact frequency and improve visit probability. [3. Results: Achieved 170% Customer Acquisition in One Quarter] By implementing this model, the following results were achieved: - Customer Acquisition: 170% Year-on-Year (Quarterly) - Increase in Trial Reservations - Increase in Store Visits from SNS - Improvement in Direct Mail Response Rate. Notably, a customer journey of 'Learn about it through direct mail → Confirm on SNS → Visit the store' was established, leading to an improved visit rate. [4. Uniqueness: Integrated Online x Offline Model] The characteristic of this initiative is the integration of SNS (Trust) x Advertising (Awareness) x Direct Mail (Contact). Measures in the fitness industry tend to be fragmented, but this model achieves: - Increased contact frequency - Lower psychological barriers - Trust building before comparison. It is confirmed to be a reproducible model for customer acquisition, functioning as a 'structural acquisition model rather than a one-off measure.' [5. Summary: Customer Acquisition is Determined by 'Contact Design' in the New Era] Through this initiative, BOTANICO has established an integrated model that achieves 170% customer acquisition by combining Advertising (Awareness), SNS (Trust), and Direct Mail (Contact). This model is planned for expansion into Fitness, Beauty, and Local Businesses. Keywords: None