Multiple-location businesses and organizations often struggle to effectively manage the online presences for all their locations.
CASE STUDY
Fitness24Seven | Gym Local Marketing
Timeline: Collaboration since 2018
Lications: 230+
Countries: 6
Overview
Fitness24Seven is a Swedish-owned fitness center chain with a combined 230+ branches in Sweden, Norway, Finland, Poland, Thailand and Colombia.
With so many locations, Fitness24Seven needed to create an online structure to easily control and optimize their local digital presence, allowing them to provide the best possible customer experience for existing and new customers.
Results on Google
Four years after starting to use PinMeTo, Fitness24Seven is still seeing improvements in their organic visibility. Comparing the yearly totals from 2018 to 2019, Fitness24Seven appearances in Google Direct searches – when people were searching “Fitness24Seven” – increased 257%.
But what’s even more valuable than being visible to people who are searching for you is being visible to people who are searching for something like you – consumers who are highly motivated to find a product or service you provide, and who haven’t yet decided on a provider. In Fitness24Seven’s case, this could mean people searching “gym near me,” which Google calls Discovery search.
Facebook Results
In 2015, Fitness24Seven discovered several Facebook pages with their brand name outside their control: fake user pages, with no branding or contact information, but lots of activity. None of the visits, comments, or check-ins were being made on Facebook pages under Fitness24Seven’s control.
PinMeTo helped Fitness24Seven set up a proper Facebook page for each of their local fitness centers, with correct business information and branding. Once that was done, all unofficial (fake) pages were removed by merging the duplicate pages into the official local pages. This moved the check-ins and likes from the fake pages to pages that Fitness24Seven owned.
“Firstly, we've set up and maintained nearly 250 locations using PinMeTo and we couldn't have done that by hand. Second, they've been with us every step of the way with advice and support.”
Christoffer Persson, Digital Business Developer at Fitness24Seven
After Fitness24Seven added local Facebook Pages for their gyms and merged the fake pages, the total reach of all the combined location pages went through the roof. Their daily reach grew from 6,899 to 247,404 – organically! That’s an increase of 3486%. Over the course of only two months, that’s 10.5 million people who have seen properly branded, correctly listed, official Fitness24Seven content.
This new reach came from all of the social activity created on the local gym’s pages: people checking in, or posting photos and tagging the gyms. It’s a prime example of the value of customers spreading the word.
A Listings Management tool like PinMeTo’s Listings can help set up location structures for multi-location brands across search, social, and map platforms.
Having a proper location structure provides both immediate and lasting improvements to organic visibility.
