This fantastic bouldering wall in Ellesmere Port, Cheshire was, its fair to say, struggling in March 2019 when Elios Marketing were asked to become involved.
The site provides 24,000 sq ft of colourful and challenging climbing space to suit both newcomers to the sport and experience climbers alike. There is also a dedicated and very popular ‘Boulder Zoo’ area for kids and a wonderful vegan café … which does the best lentil curry I've ever tasted!
The problem was simple. Although day visits were growing, revenue was unpredictable and precarious. For the owners Ant & Sam, it took am awful lot of £11 visits to make them sleep at night…. And each month they’d start on £0!
How we've helped to solve the problem
After an audit of marketing processes and an exercise in mapping customer buying behaviour, I presented a marketing strategy.
The mainstay of the strategy was to focus the sales and marketing promotion and processes on the Ultimate Pass monthly membership.
At £35 per person the revenue provided a sustainable monthly income stream. Furthermore it allowed us to establish a sales process which the entire team would be taught and coached on with ongoing sales training workshops.
The team have been fantastic!
And im really proud that our hardwork has resulted in monthly membership income rising from £600 per month in March 2019 to over £20,000 per month just one year later!
During that time a hugely popular social media following has been established; External campaigns via advertising and direct mail have been implemented to encourage schools, corporates and groups such as Scouts / Guides to come along; and we’re now in the process of establishing automated customer journeys via a segmented CRM system with clear pathways and message triggers.
Its so exciting! We’ve gone from financial difficulties…. To looking for site number 2 in little over a year. Im very proud.