We were asked to help set up a new Pilates Studio in South Devon. This included business coaching which included writing their business plan by researching where to set up the business. Identifying the potential market. Analysing the competition. Identifying the business opportunities. Understand the potential threats. Developing the marketing strategy. Designing and Building a strong website. Designing a strong logo. Finding a suitable premises. Organising the refurbishment of the new studio. Using relationship marketing techniques to help Identify the key influeners - osteopaths, chiropractors and physiotherapists and began communicating with them in order to encourage referrals for Pilates. Designed and displayed posters, designed and distributed leaflets to local households and appropriate businesses. Stimulating interest in the local media by writing and submitting press releases. Creating a regular blog on the website and using various search engine optimisation tricks to make South Devon Pilates figure highly on Google and other search engines. Building a strong presence on social media through Twitter, facebook and Google+
The Business Plan
We chose to open the studio in Torquay in Devon where there was a gap in the market. The nearest equipment based studio being in Exeter and Torquay has a population of 170,000.
Making it Happen
We found a cracking venue for the Studio in an old Victorian Converted Barn near the centre of town, we organised the refurbishment of the premises to a high standard. We then created a fantastic Pilates Equipment Studio logo that gave a nod to its setting in the English Riviera.
We then built a really strong website www.southdevonpilates.co.uk and carried out the search engine optimisation. We continually update its blog page with the latest news from the studio and the world of Pilates. The site features on the first page of appropriate searches, which you could try yourself, type 'Pilates in Torquay' into google and see what happens...! As the studio was new we needed directional signage to help people find it. We have advertised the classes on posters, and have got some great free editorial press releases coverage in local media. We leafleted local households and appropriate local businesses.
Influencing the key influencers
We started relationship marketing with chiropractors, osteopaths and physiotherapists who are now referring their clients to the studio.
Its early days but the studio is filling up nicely!