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Lead Generation for Small Business – StayFit Gym

CASELET, DIGITAL MARKETING
ET Cases, 3 Pages

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Lead Generation for Small Business – StayFit Gym

 

Introduction

Prashant sharma was a leading fitness instructor based out of Mumbai. He has been in the fitness industry since 2006 and has worked with various brands such as Gold Gym, Power House, Country Club, etc. In May 2016, he decided to quit his job as a personal trainer and start his own fitness center called, StayFit Gym. Prashant started this gym with only a single objective in mind which was to make gym affordable for everyone and get every person in his neighborhood to embrace a healthy lifestyle.

But he was unable to generate enough leads. Prashant left no stone unturned to promote his Gym and provide its customer a best in class experience with latest equipment, dedicated instructors as well as regular health checkups, free consultation with dietician and an entire exercise chart customized to every individual so they could start seeing results. His product was fantastic, however, he faced difficulty in generating quality leads and awareness about his Gym in his surroundings........

Teaching Note Preview

Lead Generation for Small Business – StayFit Gym

 

Synopsis

Prashant sharma was a leading fitness instructor based out of Mumbai, he has been in the fitness industry since 2006 and had worked with various brands such as Gold Gym, Power House, Country Club etc. In May 2016, he decided to quit his job as a personal trainer and start his own fitness center called, StayFit Gym. Prashant started this gym with only a single objective in mind which was to make gym affordable for everyone and get every person in his neighborhood to embrace a healthy lifestyle. Prashant was trying to find an efficient way to generate quality leads and attract customers from his neighborhood to join StayFit Gym?

Case Positioning and Setting

This case is positioned for the curriculum taught in Term 2 of the Digital Marketing program to address the concepts of Course 1 – Lead generation for business

Prerequisite Conceptual Understanding

The students/participants should be encouraged to read the following material to get a better perspective on Lead generation

https://quickbooks.intuit.com/r/marketing/5-low-budget-lead-generation-strategies-for-small-businessowners/

Assignment Questions

I. What should be the marketing strategy for StayFit Gym? Do you think they are utilizing all marketing mediums effectively to reach out to its target audience?
II...............

Preamble to this Case Study Analysis

This caselet was used to introduce the participants/students to the idea of hoe to generate leads of business. This concept/technique was discussed and analyzed in class by the Faculty. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I].............

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Product code: DM-2-0016, DM-2-0016A

Abstract

This caselet provides an insight on whether smaller business could generate leads using Social Media Marketing. Prashant Sharma, an entrepreneur based out of Navi Mumbai, forayed into fitness business by setting up a gym in May 2016. Since then, he has been struggling to get customers at his Gym. He has been burning a lot of money on promotions than he has earned. Prashant was trying to reduce his promotional expenses and find effective ways to generate leads. How should he generate quality leads for his Gym? Is there a more effective channel and medium through which he can reach out to his customers in his neighborhood and attract them to join his Gym? How can he build an efficient Lead generation funnel without burning a lot of money?



Pedagogical Objectives

  • To understand how leads are generated
  • To understand how to effectively target consumers within a particular neighborhood
  • To discuss and analyze how to bring down the cost per lead

Case Positioning and Setting

This caselet is positioned for curriculum taught in Term 2 of Post Graduate Diploma in Digital Marketing program to understand and analyze the concept of Course 1 – Lead Generation for Business



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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