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Case Study
Crunch Fitness
Exercising The Inbound Marketing Mind
In 2010 Crunch was ready to re-think their approach to client You don't have to have a perfectly usable site in order to rank well in
recruitment. As 80% of new members are converted through search engines, but it is increasingly difficult to rank a site without a
FREE PASSES downloadable on the Crunch.com website, strong usability focus. So PHANTOM POWER began their work by
PHANTOM POWER was recruited to analyze the website and discovery of key usability factors.
develop strategies for increasing inbound traffic.
Then, PHANTOM POWER began analyzing the marketing efficacy
Performing a complete website review is rarely easy. Often you can of the website. Website marketing recognizes that the greatest
start a site analysis intending to spend just a few minutes looking likelihood of selling products and services exists with a targeted,
over it only to find that it quickly spirals into a multi-hour marathon of well-qualified, motivated buyer.
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.
There is no doubt that tough economic times have hit Challenges that effect membership rates:
many gyms across this country. Getting people and
clients into the gym is tough, and keeping them there • Many people feel intimidated.
is sometimes tougher. It just doesn't seem to make • When a gym has an attitude that pressures people to
sense when the country’s obesity epidemic is rising, join, they will eventually lose out.
and the gyms are getting tougher and tougher to fill. • 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.

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Websites offers the most cost effective, direct route to qualified Solutions
lead/sales opportunities. However, the Internet is a very fluid
landscape on which to build your marketing. On a very regular A “Get Found” checklist
basis, search engines, directories, and linking partnerships are  Keyword Research
consolidated, change their method of inclusion or disappear  Blogging
entirely.  Social Media
 On-page SEO
As such, PHANTOM POWER defined fresh and innovative
goals for marketing the Crunch.com website based in Inbound Turn traffic into leads by offering something of value
Marketing theory: As Crunch has successfully used FREE PASS opportunities to
convert leads, PHANTOM POWER proposed bringing this offer
Get Found to the forefront and incorporating landing pages for more
• Begin optimizing for better keywords to drive more qualified effective promotion, maximized advertising, PPC and SEO
traffic to Crunch.com efforts and management of lead data.
• Find and join the web conversations related to Crunch and
Fitness Lead nurturing campaign
An additional resource of valuable content to potential
Convert members… distribution of such valuable content is not only
• Turn Crunch.com traffic into qualified leads for sales sharable but continues to establish Crunch as an authority in
• Cultivate qualified leads with warming strategies over time their space.
Analyze Measurement
• Track the progress of your efforts Finally, PHANTOM POWER presented effective measurement
• Compare Crunch progress against how competitors are doing tools to analyze ROI. Progress trackers, competitive market
metrics and were just some of the methods proposed.
© 2010 PHANTOM POWER, LLC
View the Crunch.com Website Analysis
PHANTOM POWER . T.732.291.4536 . F.732.956.3986 . info@phantompower.co . www.phantompower.co
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