Allison Sparrow

Tech Marketing

Category: Uncategorized

The ClassPass One Dollar Launch Campaign: A Mini Case Study

ClassPass, a new gym alternative, found a clever twist on traditional marketing tactics to effectively increase signups, while filling a relevant need in the fitness market. As someone who represents their target market, here’s why I’m impressed with their launch campaign, and their product offering.

ClassPass is a gym membership that allows you to attend various studio classes for 99 dollars a month. Fitness is expensive in this town, if you are looking for a quality experience. As a spoiled tech fitness nerd, in order to get convenience and quality, I’m either paying 170 dollars a month all-inclusive for a gym, like Equinox, that provides a variety of classes and gym equipment, or paying around $100-$130 a month for unlimited classes to one type of fitness like yoga, Bar Method or Pilates.

While I love Equinox, it is just too expensive. Committing to only one studio with less classes leaves me feeling like I put all of my gym $$ into one basket, without leaving any room for other type of fitness training.

Historically, studios offer an incredible discount for new users, with the hopes that you will be hooked, and continue paying the elevated price. This is traditional marketing: promote a discount for new members, to prove how confident you are in the product, while letting doubtful folks the chance to try it out.

Unfortunately, these studios’ demographic are young, ambitious, busy people who like trying out new trends and “mix it up” to keep their fitness routine fresh and exciting. More than once I have heard of friends who sign up for the “new member” package, only to drop it 30 days later to join the new studio offer down the street.

Basically, the reason why people like Tinder, is the same reason why people like a new studio: something fresh and shiny, with all the hopes for success set in the future, and no real commitment is necessary.

ClassPass appeals to the partner studios by providing a way to attract committed members, and appeals to the consumer needs, allowing them the flexibility of choice and commitment, while making the price a lot more reasonable.

So, the demand is there, but it’s foolish to think that having a good product is enough to make it in this city. While diligently filling out the Signup form fields (gotta support my fellow marketers) and selecting “Friend” when asked how I heard of ClassPass, I couldn’t help but think: what did they do differently to make their message shine out of the 500 other gym options I’m marketed to?

A common struggle for new B2C companies is the need to rely heavily on “word of mouth,” in order to gain traction within the first year. More often than not, it seems as if the only option is to spend way too much ad spend money up front, before determining whether the product is even viable or not.

Where ClassPass really crushed it was how they marketed their product. For a limited time, they allowed people to try it for 30 days, for 1 dollar. They then incentivized studio partners to promote the same offer, for a limited time determined by the studio.

Why was this so smart? Everyone has seen discounts before, and at this point we have all seen the 50% discount offered to new members for 30 days. ClassPass ensured there would be no doubt this deal would be talked about. Essentially, in creating this bold, 1 dollar campaign, they are able to attribute campaign ROI for any new customer referral coming from “Word of Mouth.” Everyone loves a good deal, and everyone loves to talk about a good deal they snagged. If it’s 1 dollar, you bet people are going to talk about it.

In a saturated market of discounts, deals and ads, ClassPass took a bold marketing campaign to stand out and get their message heard. It also helps that their product is addressing an actual gap in the market.

Would love to hear people’s thoughts on this!

Btw, all of this is strictly from consumer speculation and experience, I didn’t interview anyone at ClassPass, nor is this a stealth marketing ploy from the company to reach all of my 10s of fans. 😉

Lessons Learned from Optimizely’s email A/B tests in 2014

I blogged about our email A/B tests in 2014. Check it out.

Training for a Triathlon: Diet

Since coming back to SF in 2011, I’ve experimented a lot with the 4 Hour Body Diet and the Paleo Diet, while maintaining the pesca-vegan restrictions .*

Since it’s pretty hard to abide by the Paleo or 4HB diet without eating meat, I’m going to use a blend of both diets to allow myself for more food options. For the next few months, I’ll be logging my food intake, and adhere to the following guidelines:

  • No grains, wheat, bread (no pasta, no bread, no quinoa, no beer)
  • No candy, sugars, processed junk food (delineating from Paleo allowing myself packaged foods like salmon jerky and canned foods)
  • Eat fruits, veggies and natural oils (delineating from 4HB eating fruit)
  • Eat legumes (delineating from Paleo)
  • Eat tofu/soy products (delineating from Paleo, and a bit from 4HB)
  • Allow for three cheat meals OR one cheat day per week (choose between 4BH or Paleo phase I method)

I hope to learn some new recipes and ideas for quick food intake, and some tips to share!

*check out my diet history below for my diet evolution

My Diet History

When I moved to Barcelona at 22 years old, I landed a job at a small startup, where I would work for the next 2 years. The transition ended up being a lot harder than I expected, and my physical health suffered from it. 

I was working extremely long hours (read: 9am to 2am during three week sprints), had only my roommates for friends, and was eating frozen pizza and greasy sandwiches daily, out of sheer convenience.

I went back home in December for Christmas, and my mom must have noticed my extra “luggage” I was bringing home with me, and bought me a book on what she thought was a “working girls’ guide to cooking healthy.”

It actually was a book advocating veganism, and while the title is a little crass, it served as a real wake up call.

Coming back to Barcelona, I went vegan cold turkey (pun intended), and quit coffee and alcohol for three months.

I was a vegan for three years (!), until about a year ago I began integrating fish into my diet again. Now I like to call myself a pesca-vegan, a word my friend has coined: fish yes, dairy no, eggs no, meat no.

Needless to say, diet is a big part of my life, and something I think about a lot. That being said, I’m not someone who has time to drain my own almond milk, and gram all of my amazing quinoa recipes with a million hash tags. Convenience is pretty important to me, I’m pretty picky, and I don’t mind eating the same thing every day. This all correlates to being a pretty bad dinner date.

My only goal is to avoid getting cancer, through the vast amount hormones found in our meat and dairy. Doing that helps me sleep at night. My restrictions also keep me from gravitating towards the chips and donuts, and opting for something a little better for me.

Training for a Triathlon: Intro

Hey yall,

I’ve decided to sign up for my first Olympic Triathlon! While I have experience with competitive swimming (albeit during 3rd and 4th grade), I have been deathly afraid of any exercise that requires chlorine and a one piece speedo.

To keep things interesting, I’m going to document and record my progress, challenges and tips throughout my training.

I’m using the training as a means to get healthy and getting disciplined in a strict regimen.

During college, I trained for three hours a day, six days a week. Knowing how much energy and confidence you can have by pushing the limits with your body, I’d like to find a way to balance work, hobbies, social duties and physical fitness in a sustainable manner.

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