Spinout Fitness
When you are first launching a business, your main priority is getting customers. The fastest way to get new customers when you are a new company is to work with partners who have your ideal customer in their audience already. This was the strategy Damien McCloud, founder of Spinout Fitness in San Francisco used for his first one thousand customers. He partnered with AirBnB and the Bucketlist website.
When we used the BASE3 model to assess his customer journey, we realized that he hadn’t yet reached out to those 1,000 customers to invite them back. This is very common with start-ups. You can be singularly focused on bringing in new customers, and do not have a plan for converting those customers into becoming advocates for your business. Damien has hundreds of five-star reviews, so he knows that his customers had a good experience and would likely be happy to share their experience with friends.
By looking at the capabilities of his existing reservations applications and other tools that he uses for his business, we were able to create several automated emails for recent customers, and a strategy for giving generous offers to them if they bring a friend.
Task
Identify gaps and opportunities in the customer journey.
The Strategy
Advocacy Campaign
The campaign began with Channel 42, an email for the validation level. The email contained an offer to “bring your friend for free”, which included functionality to forward the invitation to a friend (Channel 52).
The customer was provided with a special link for the offer (Channel 41).
The email that was forwarded to the friend contained an invitation to follow Spinout Fitness on Social Media, and sent them to a post highlighting the community spirit of Spinout Fitness (Channel 54).
Spinout was then able to reach out to the friend, and invite them to make their own purchase, which begins the cycle again.
We use the BASE3 model to quickly identify challenges that can have immediate benefits if addressed.