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In 2010 Crunch was ready to re-think their approach to client

recruitment. As 80% of new members are converted through

FREE PASSES downloadable on the Crunch.com website,

PHANTOM POWER was recruited to analyze the website and

develop strategies for increasing inbound traffic.

Performing a complete website review is rarely easy. Often you can

start a site analysis intending to spend just a few minutes looking

over it only to find that it quickly spirals into a multi-hour marathon of

research. Complete website reviews can be time consuming and

often produce many more hours of work beyond that.

One of the problems is that people tend want to skip right to search

engine optimization forgetting that users matter. Many people want

to rush into the marketing without realizing that the website itself is

part of the marketing process.

Case Study

Crunch Fitness

Exercising The Inbound Marketing Mind

You don't have to have a perfectly usable site in order to rank well in

search engines, but it is increasingly difficult to rank a site without a

strong usability focus. So PHANTOM POWER began their work by

discovery of key usability factors.

Then, PHANTOM POWER began analyzing the marketing efficacy

of the website. Website marketing recognizes that the greatest

likelihood of selling products and services exists with a targeted,

well-qualified, motivated buyer.

There is no doubt that tough economic times have hit

many gyms across this country. Getting people and

clients into the gym is tough, and keeping them there

is sometimes tougher. It just doesn't seem to make

sense when the country’s obesity epidemic is rising,

and the gyms are getting tougher and tougher to fill.

Challenges that effect membership rates:

• Many people feel intimidated.

• When a gym has an attitude that pressures people to

join, they will eventually lose out.

• Stale ideas and dated training theory.

Incorporating web content that directly addresses these challenges leads to greater conversion.

Crunch has effectively done this with their “No Judgments” philosophy.

Home

Websites offers the most cost effective, direct route to qualified

lead/sales opportunities. However, the Internet is a very fluid

landscape on which to build your marketing. On a very regular

basis, search engines, directories, and linking partnerships are

consolidated, change their method of inclusion or disappear

entirely.

As such, PHANTOM POWER defined fresh and innovative

goals for marketing the Crunch.com website based in Inbound

Marketing theory:

Get Found

• Begin optimizing for better keywords to drive more qualified

traffic to Crunch.com

• Find and join the web conversations related to Crunch and

Fitness

Convert

• Turn Crunch.com traffic into qualified leads for sales

• Cultivate qualified leads with warming strategies over time

Analyze

• Track the progress of your efforts

• Compare Crunch progress against how competitors are doing

Solutions

A “Get Found” checklist

Keyword Research

Blogging

Social Media

On-page SEO

Turn traffic into leads by offering something of value

As Crunch has successfully used FREE PASS opportunities to

convert leads, PHANTOM POWER proposed bringing this offer

to the forefront and incorporating landing pages for more

effective promotion, maximized advertising, PPC and SEO

efforts and management of lead data.

Lead nurturing campaign

An additional resource of valuable content to potential

members… distribution of such valuable content is not only

sharable but continues to establish Crunch as an authority in

their space.

Measurement

Finally, PHANTOM POWER presented effective measurement

tools to analyze ROI. Progress trackers, competitive market

metrics and were just some of the methods proposed.

© 2010 PHANTOM POWER, LLC

PHANTOM POWER . T.732.291.4536 . F.732.956.3986 . info@phantompower.co . www.phantompower.co

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View the Crunch.com Website Analysis