Evan owns a chain of very successful upscale gyms. However, the chain was forced to close for months during COVID-19. To retain loyal customers, Evan offered virtual classes free of charge to all members. 75 percent of his customer base participated in these free classes. However, Evan lost significant revenue as he was still paying for instructors, the virtual platform, overhead for the gyms, as well as losing out on revenue from personal training sessions, the juice bar, and apparel sales. As businesses began to reopen, Evan questioned whether his customers would return to his physical sites. Although 75 percent of his customer base participated in the virtual workouts, in the months following only 25 percent returned to the physical sites. His research showed that many of these lost customers adapted to working out at home. They recognized the time and cost savings, and some even made significant investments in creating a workout space at home. 

Questions: 

1. Which digital or social media marketing tactics or promotions should Evan leverage to bring his lost customers back to the gym?

2. Which digital or social media marketing tactics or promotions should Evan leverage to cater to those not willing to return to the gym?

 

Answer rating: 100% (QA)

1 Bringing Back Lost Customers to the Gym Targeted Email Campaigns Send personalized emails to the lost customers highlighting the benefits of returni... View the full answer