Client: Blue Mountains Taekwondo

Challenge:

Not getting enough new members into their adult Taekwondo classes. Despite running Facebooks ads and getting “okay” results, coach David didn’t have the time to invest in optimizing, scaling, and managing ads daily while running his academy and working full time.

Solution:

Step #1: Audit the current ad strategy 

The verdict:

❌ The ad copy was too vague, didn’t speak to a specific customer pain point nor emphasize value

❌The automated follow-up messages didn’t qualify leads further. 

❌There was no ad optimization to get a sense of what was resonating with the intended audience. 

Despite getting some okay results for their kid’s class, the adult Taekwondo classes weren’t performing anywhere near as well and we’d need to start from scratch.

Step #2: Conduct customer research + create specific copy that resonates 

We knew from previous ads that people being “bored of the gym” was a good angle to take in our messaging, but was it the best at converting? 

To find out, we needed to get into the minds of our target audience, so we scoured forums and groups to hear directly from people considering taking up martial arts. 

Using the insights from the customer research, we developed 3 ad copy variations with different messages and frameworks to use in our testing phase.

Here’s what we developed:

💥1 new longer form ad copy speaking to people tired of monotonous workouts

💥1 longer form ad copy speaking to the key benefits of Taekwondo

💥1 shorter form promotion + call to action focused email 

Step #3: Test, learn, optimize 

Now it was time to put our hypotheses to the test. We started with the 2 long copy versions with different messaging and the same creative. 

Quickly we saw a winner emerging. From then we looked at testing the same message, but in a shorter mid-length format. We continued this iterative process until we felt confident in our message, copy, and creative. 

Instead of optimizing ad copy and elements further, we looked to make the offer even more attractive. Previously, David had shared a payment link via automated follow-up message. We hypothesized this could cause too much friction for cold traffic, so we added a trial class + discounted first month for new members. 

Delivered: 

✅4 Ad copy variations that spoke to the target audience in their own language

✅Offer development to see if introducing a new offer would impact conversions 

✅Ongoing optimization to test copy variations and creative combinations to find the winning formula

🥇The Winning Ad

📈 The Result

David was delighted to see improvement in copy and ongoing ad optimization that resulted in an increase in leads and conversions within the first few weeks.

“Damon and Nick’s commitment to our success was evident in their proactive approach and willingness to go that extra mile.”

Because, if you don’t have time to tinker with Facebook, the expertise in-house to run email campaigns, or want to set your business up for success…

…we’ll take marketing off your mind.  

Book a call by hitting the button below 

Or emailing nd@nurturedigital.co