Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Active, health-conscious males aged 18-35 looking to improve physical fitness, mental health, and longevity through rock climbing within a vibrant community.

Audience Type

Needs – Primary Buying Considerations

An engaging form of exercise
Mental workout and stress relieving
Community of like-minded individuals

Demographics

Age Range: 18-35
Gender: Male
Geography: United States
Income Level: $50,000+ annually
Profession: Any

Psychographics

Lifestyle: Active, values fitness and wellness
What they value: Health, longevity, community
Pain Points: Finding effective mental and physical workouts
Buying Behavior: Likely to start with a day pass and consider monthly or annual membership

Secondary Target Market

Health-focused females aged 18-35 wanting to enjoy physical and mental fitness in a group setting.

2. My Message to My Target Audience

Refined Elevator Pitch

BlocHaven delivers robust mind and body workouts for individuals across all age brackets. Our comprehensive program enhances longevity, overall fitness, and reduces anxiety, weaving a community thread where camaraderie and strength conquer life’s challenges together.

Understanding Their Pain Points

Struggling to find an enjoyable, all-encompassing method for fitness
Limited social interaction due to regular gyms and fitness programs
Difficulty of staying motivated to maintain a fitness routine

Transformation

Achieving a fit body and sound mind geared towards longevity
An enhanced sense of community and camaraderie
Transition from a mundane fitness regime to a stimulating, engaging workout program

Unique Selling Proposition (USP)

An integrated platform for physical and mental fitness combined with social interaction
A thriving community that motivates and strengthens its members
Unmatched in its capability to provide significant enjoyable fitness-regime, standing out from the bland landscape of regular gyms

Brand Values & One-Liners

Conquer body and mind with our community.
We strengthen individuals, we build a community.
Transform your fitness lifestyle, join BlocHaven.

Tone

BlocHaven’s tone is exciting and supportive, instilling a sense of accomplishment and camaraderie among its community members. Our communication style is direct, inspiring, and inclusive, spurring our members towards healthier, fitter lives.

Hero Text Idea

Flag Text: Strength and Wellness for the Modern Individual
Main Headline: Reinvent yourself with BlocHaven’s Approach to Fitness
Sub Headline: Explore our community-centric approach that merges physical strength, mental stability, and social interaction for a fitter, happier you.
CTA: Embark on Your Journey Today

3. The Media I Will Use to Reach my Target Market

Website

Optimize Wordpress site for mobile usage due to younger target audience
Track conversions for class sign-ups and membership purchases

Social Media

Instagram: Post daily photos and stories of exercises, events, and community
TikTok: Weekly videos of climbing tips and member highlights
Facebook: Bi-weekly updates on events, offers and member achievements

Paid Advertising

Google Ads to target related fitness search queries
Instagram Ads targeting 18-35 male demographic interested in fitness
Facebook Ads targeting the local market

Content Recommendations

Blog posts: Climbing tips, member stories, health benefits of rock climbing
Ebooks: Comprehensive guides to starting out in rock climbing

Podcasts

Start a podcast series featuring member success stories and climbing tips
Guest appearances on health and fitness based established podcasts

Directories

Join local online directory listings such as Google My Business, Yelp

Publications

Contribute articles to fitness and health magazines like Men's Fitness, Climbing Magazine

Partnerships & Outreach

Partner with local wellness establishments (e.g., health food cafes, yoga studios)

SEO and Content

Focus on keywords relating to climbing and physical fitness
Frequently update blog to boost organic visibility

Offline and Local Media

Sponsor local sports events
Billboards ads in high foot-traffic areas
Direct mail campaign in local area

Online Events

Live strength and yoga classes on Facebook and Instagram

Online Networking

Engage in Facebook groups and Reddit communities focused on rock climbing and healthy lifestyle

Cold Outreach

Identify potential customers through LinkedIn and Instagram
Email campaigns targeting those interested in fitness

During (Lead)

1. My Lead Capture System

Lead Magnet

Free 3-day pass to BlocHaven facilities
Digital guide titled "Rock Climbing for Beginners"
Wellness podcast with tips and interviews from seasoned climbers

Tripwire Offer

1-week membership at a reduced rate
Discounted access to premium league events

Welcome Sequence

On Immediate registration, send a welcome email with lead magnet claim details
Followup: After 24 hours, send an email highlighting the benefits and features of BlocHaven
Conversion: After 72 hours, promote the Tripwire offer with compelling CTAs

Segmentation

Tag leads based on engagement level (Opened email, Clicked links, Visited website)
Local residents versus non-local based on provided address

Chatbot and Automation

Implement a chatbot on the site to engage potential leads
Automate FAQs for immediate response
Capture lead information via chatbot conversations, prompt for email subscription

2. My Lead Nurturing System

Marketing CRM

Current platform: Not specified
Recommended: HubSpot, tailored for businesses of this scale and compatible with Wordpress
Setting up automated email sequences based on user behavior

Sales CRM

Recommended: Pipedrive for tracking memberships and customer journey, its integration with WordPress and ease-of-use suitable

Automated Follow-Ups

Post-opt-in: Send a thank you message and provide the lead magnet
Post-first visit: A follow-up message encouraging them to take advantage of their unlimited check-ins
Reactivation: If a lead has been inactive for 1 month, send a re-engagement message including upcoming events or features

Newsletter

Frequency: Bi-weekly
Topics: Climbing tips, community features, event announcements, and company news

Retargeting & Ads

Platforms: Google Display Network & Facebook retargeting for dropped off leads, Instagram Ads to capture a younger fitness-focused audience

Social Media and Content

Posting frequency: Daily on Instagram for community updates, weekly on TikTok for climbing tips
Campaign focus: Promote community vibe, showcase customer testimonials, share tips and tricks for climbing

Webinars and Events

Suggested cadence: Monthly webinars providing climbing tutorials, weekly events promoted across all channels

Other Nurture Channels

Implementation of a chatbot on-site for immediate customer support and FAQs
SMS reminders for upcoming events and renewals

3. Sales Conversion Strategy

Sales Process

Streamline the class signup process via the website.
Automate the waiver signing during website signup.
Initiate sign-up automation for membership post first class.

Sales Assets

Create a website section that highlights classes, FAQs, and pricing.
Write an email script for membership promotion post first class.
Develop a membership overview brochure for walk-ins.

Testimonials and Case Studies

Display testimonials on the website homepage and in membership emails.
Collect testimonials via email two weeks post membership purchase.

Conversion Rate Insights

Track membership conversion rates via CRM.
Aim for a 20% increase in conversions from first try to monthly membership.

Urgency and Offers

Promote a limited-time discount on annual memberships.
Create a 'fast action' incentive: First class free with same-day membership purchase.

Guarantees and Risk Reversal

Offer a 'love it or leave' guarantee: unsatisfied members can cancel within the first month.

Shock and Awe

Hand out branded water bottles for first time class attendees.
Send a personalized welcome note for new members.

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email after signing up with quick guide to facilities
An introductory group tour, led by cheerful and friendly staff members
A 'First Climb' celebration, capturing the moment with a photo
E-gift voucher for a free coffee shake at the in-house café

Communication Cadence

Weekly e-newsletters with updates, challenges, and community activities
Text reminders for attending booked classes or events
Climbing tips, and tailored workout advice shared through mobile app

Client Education

Training videos to improve climbing techniques, available on mobile app
Regular interactive workshops about climbing, fitness and nutrition
Certified courses and webinars about rock climbing

Personalized Touches

Birthday climb celebrations with a free guest pass and a small gift
Achievement badges for reaching new climbing levels
Seasonal events like summer BBQ party, Christmas climb

Visuals and Documentation

Progress photos shared and stored in client profile
Monthly e-report showing climbing levels achieved and workouts attended

Feedback and Proactive Support

Monthly digital survey to gather feedback
Dedicated customer service desk at the facility
Rapid response to issues via email or mobile app

Guarantee or Promise

100% satisfaction pledge - If you're unhappy with your first climbing experience, your day pass is on us.

Operational Excellence

Clean, high-quality gear and facilities
Regular maintenance checks for climbing equipment
Highly trained staff, ensuring top-notch climbing and fitness guidance

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer a prepay discount for annual memberships to incentivize commitment
Implement an auto-renewal system with email reminder one month before expiration

Upsells & Cross-Sells

Promote a "Climbing Gear Kit" for beginners as an add-on product
Offer "Advanced Climbing Workshops" for experienced climbers
Cross-sell "Climbing Event Tickets" to existing members

Bundling & Packaging

Create a "Premium Membership" which includes unlimited climbing, yoga classes, priority access to events
Develop a "Family Membership" with special pricing for immediate family members

Loyalty & Retention Programs

Introduce a point system where every check-in, workshop attended, and gear purchased earns points redeemable for rewards
Offer a VIP lounge access for members with over a year of continuous membership

Custom Services and Personalization

Develop a "Personalized Climbing Program" that tailors climbing difficulty to the member's skill
Offer a premium level of service which includes personal climbing coaches and tailored nutritional advice

Pricing Strategy

Increase price of short-term passes to incentivize monthly or annual memberships
Offer a "refer-a-friend discount" for existing members

Customer Data and Insights

Utilize the CRM to identify members at risk of churn based on decreased check-ins
Implement a system to solicit feedback from members on their experience and areas of improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer referrers a free month of membership for each referral that converts to a monthly subscription
Reward referees with a free climbing class upon sign up

Shareable Assets

Pre-made social media posts about the community and benefits of climbing
Referral cards that members can give to friends

Timing and Triggers

Ask for referrals after a member has attended a successful climbing event or reached a personal milestone
Automate email and SMS reminders to loyal members about the referral program

Client Success Stories

Collect member testimonials about their fitness journey and community experience
Share success stories on social media, newsletters, and on the website to inspire referrals

Referral Contests

Organize quarterly 'Referral Climbs' with prizes for members who refer the most new attendees

Partner or Affiliate Programs

Collaborate with local wellness businesses and fitness influencers for cross-promotion
Provide unique referral codes to track contributions

Thank-You Experience

Send thank you emails with a discount code for the BlocHaven store
Recognize top referrers on a 'Wall of Gratitude' on the website or in the facility

BlocHaven

Your 1-Page Marketing Plan is Ready!