Reference no: EM133410413

Case Study: Brian, Inc. (a mock/made-up brand) develops and markets a range of health & fitness solutions that comprise full-service physical facilities/gyms as well as online fitness training programs (e.g., individual classes, instructional videos, etc.). These products are marketed and sold to consumers through a variety of outlets such as the company's own website, advertising on third-party websites, email marketing, direct-mail campaigns, affiliate marketing programs such as partnering with healthcare insurance carriers, and sports and outdoors retailers (such as Academy Sports + Outdoors, Dick's Sporting Goods, SCHEEL's, etc.). The company's services are made available to consumers on an annual membership (online programs and gyms) and a la carte basis (such as individual fitness classes).

Brian's offerings are priced higher than those of its competitors. Using premium pricing, Brian is able to craft a positioning strategy which focuses on the following: delivering ultimate customer/user experience, convenience, and safety. After experiencing healthy growth (revenue and customers) for many years, Brian has seen a decline in demand for its offerings over the past 12 months, specifically in its online/interactive fitness training solutions. Both aggressive price-based competition and changing customer dynamics (in the post-COVID era) are negatively impacting demand for Brian's physical as well as its online offerings.

From a marketing standpoint, Brian employs traditional and digital channels/platforms to promote or advertise its solutions/services to consumers across the US while also promoting channel partners that resell its solutions. To drive revenue growth, Brian has implemented a direct marketing program for its gyms as well as online fitness solutions. The program aims to accomplish the following objectives:

• _Identify potential leads for Brian Inc..
• _Draw traffic to the company's website and physical facilities.
• _Increase customer conversion rate, specifically for subscription-based offerings (offline and online).

Recently, a potential customer visited Brian's website and searched through various offerings including local facilities, online classes, etc. The customer visited various pages on the company's website and also focused on pricing for its offerings. It is likely that the customer is not only gathering general information/knowledge about Brian's offerings but also comparing it to rival fitness solution providers.

Assume you are the marketing manager for Brian and responsible for expanding sales leads, boosting conversion rates, and managing various marketing initiatives. Further assume that you have the contact information on the potential customer who visited the company's website (including email as well as their physical address-perhaps it is a former customer or maybe they were asked to provide such information on your website (some companies do that before they can give out specific information about product availability, pricing, or any sales promotions), or you were able to use third-party web-based advertising tools and databases to get the contact information.

Questions: As part of the direct marketing effort, you have been assigned the following tasks (see questions).

Q.1. Draft a follow-up email for the website visitor which accomplishes the following objectives:

a) Persuades them to open the email, i.e., has a powerful subject header.

b) Serves as a subtle reminder of the specific offering they had reviewed and or the page(s) they visited.

c) Informs the customer about the specific offering(s) they searched, core value proposition of the company's solutions (see description above in the write-up), any sales promotions, and keep them engaged with the email (e.g., continuing to scroll and read).

d) Prompts specific action such as coming to the physical facilities/gyms and signing up for a membership plan.

Q.2. Develop a landing page for a mock micro-site associated with the email. For instance, if the customer clicks on one of the hyperlinks or call to action buttons or graphics in the email, they are routed to a specific landing page that is not the main home page of Brian. Embed any visuals/images, text, and any call-to-action buttons, etc., in the landing page.