Corporate Marketing Strategy for a Meditation Studio
Situation:
Due to the onset of COVID-19, our client was forced to shut down its in person meditation studio and move its operations online. Our client had two major customer segments: individuals who pay for group meditation classes and companies who pay for meditation workshops for their employees. Our client wanted to know which segment to focus on and how to grow this segment in a digital world.
Challenge:
As our client had only operated in-person up until COVID, one of our biggest challenges was reimagining their marketing efforts for the digital space. One constraint our team faced was that the client was opposed to cold-emailing potential business or consumer clients. After learning of this constraint, our team adjusted our marketing strategy recommendations with a focus on utilizing social media for optimal outcomes.
Approach:
After the client told us that they were opposed to cold-emailing, our team conducted preliminary research on three different marketing strategies.
Offering workshops at conferences to meet potential business clients
Create a corporate meditation guide to be marketed on LinkedIn
Pay wellness-focused Instagram influencers to market our service
After presenting these ideas to the client, our team decided that it would be best to target the B2B side of their business as they see much higher margins in this sector. Between our two B2B ideas (1 and 2 above), our team chose to focus on idea 2 as there are not very many speaking opportunities available, especially in a digital world. Once our team decided on creating a corporate meditation guide, we decided it would be best to target the guide to corporate HR employees who usually coordinate company-wide health and wellness related activities. Our team determined that the most optimal means of reaching these HR employees was by utilizing LinkedIn’s paid marketing feature which allows one to target the ad by job function.
Impact:
By the end of our engagement, we provided the client with a corporate meditation guide, instructions on how to market the guide through Linkedin’s paid advertising feature, and helped update their Linkedin with more relevant information about their company.
Rem and Company Team:
Team lead: Aryan Chhabria
Strategist: Anisha Garodia
Strategist: Ananya Gupta
Strategist: David Waldman
Brief description of the client:
Company: Meditation Studio
Industry: Wellness
Location: Westchester, NY
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