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Understanding West Wood
Club's Challenges
West Wood Club is a leader in the fitness industry, dedicated to helping their clients achieve their health goals. As with any “client first” business, they depend on maintaining a steady stream of new members. That means finding new leads and, most importantly, converting them into paying customers!
Membership Organization West Wood Club's excellent reputation within the industry makes the initial lead generation a relatively simple task when compared to the challenge of converting those leads into members.
West Wood Club needed a marketing strategy that included marketing automation tools that would allow them to personalize and optimize follow-up communications consistently, effectively, and in a cost-efficient way.
Click's Marketing Services team, our in-house marketing technology experts, worked closely with West Wood Club to understand the marketing challenges facing the company and the fitness industry in general.
Alan Leach, an international keynote speaker on sales and marketing, was impressed with the level of knowledge and the consultative approach of the Marketing Services team:
“I have to say Scott Hurley from Click is a genius when it comes to marketing automation. Scott’s ability to come prepared, break things down, and truly understand our business model before making recommendations is rare in today’s business world. That level of insight from a consultant makes all the difference.”
A Technology Driven,
Personalized Approach
With over 30 years of experience in the industry, Alan understands the importance of providing exceptional attention and service to those who engage with his business. It was important to Alan to ensure that any new marketing strategy retained this high level of personalized interaction, irrespective of the technology being used to deliver the message.
Scott and Alan worked together to create a strategy that tailored communications to each potential customer, fully leveraging all of Click’s tools and products to maximize the impact of every message.
The Results
The plan developed by Click and West Wood Club created smart, practical, revenue driving strategies that noticeably improved engagement rates. Alan shared that Click’s expertise stood out compared to other vendors, especially the ability to offer tailored, actionable insights.
Alan also highlighted how the Marketing Services team truly understood his business and provided recommendations that had an immediate impact.
Some of the key recommendations implemented by West Wood Club included:
• Targeted Campaign Automations – inbound lead monitoring to create more personalized customer journeys
• Seed List Testing – to improve email deliverability and effectiveness
• Click Surveys – used to gain deeper insights into training goals from member onboarding and seamlessly integrate data into Dynamics CRM
• Win-back Focused Newsletters – personalized campaigns to nurture previous member relationships and encourage a return to West Wood Club
• Optimized SMS – Introduced real time messaging to create higher levels of personalized interaction with clients and potential members
Marketing Services and
West Wood Club Partnership
With Click’s help, West Wood Club transformed their marketing strategy, improved lead conversions and strengthened their customer engagement and retention.
Working in partnership ensured that the relationship focused on implementing marketing tactics to create an immediate impact, whilst at the same time developing strategic marketing automation plans to set West Wood Club up for long-term success.
Alan summed up his overall experience with “Click didn’t just show up – they did their homework. And most importantly, they didn’t tell us how to run our business - they simply provided strategies and tools that will help drive revenue. That’s partnership!”
"Because of Click, and with the support of Scott Hurley and the marketing services team, West Wood Club has grown to its highest membership in history. Click has helped us break every sales record over the last 30 years. The increase in new sales, driven by the work of Scott Hurley and the marketing services team at Click, has been phenomenal - far exceeding our expectations. Our entire sales team relies heavily on the expertise and support of Scott and the team at Click. Click has enabled us to monetize our internal databases more effectively than any other marketing tool. It has truly transformed and revolutionized our digital marketing strategy."
Alan Leach, CEO West Wood Club
