In the competitive health and wellness industry, being good at what you do isn't enough—your business needs a strategic, modern marketing approach. My Body My Pilates, a leading Pilates studio in Tokyo, Japan, sought to expand its reach and attract aspiring instructors to its Pilates Instructor Training Course. For several years, Vermilion Pinstripes worked with My Body My Pilates in Tokyo to to drive awareness and increase class bookings.
Understanding the Challenge
The primary goal for My Body My Pilates was to:
- Increase awareness of its premium Pilates services and training courses.
- Attract and convert more participants for their Pilates Instructor Training Course.
- Establish the studio as a thought leader in the Pilates community within Tokyo and beyond.
The founder of the business, Helen Zhang, is highly committed to bringing the benefits of Pilates to as many as possible. Having been the fortunate recipient of the life-changing benefits of Pilates herself, Helen knows a pain-free life is possible, and a healthy body leads naturally to a happy mind. By having us support the marketing side of her business, she has been able to fully invest herself into propelling her Pilates Instructor Training Course.
Marketing to drive clarity, communication, and confidence
Here’s how we approached the challenge:
1. Clarity: Defining the Brand Voice and Message
- Brand Positioning: There are many Pilates studios and gyms in Tokyo. My Body My Pilates’ commitment to high-quality Pilates instruction, wellness, and personal growth. Helen herself went all the way to California, USA to train with Nora St. John, MS NCPT, Education Program Director of Balanced Body Inc., one of the best in the field to create a world-class training programme for instructors. The messaging was designed to resonate with both Pilates enthusiasts who simply want to go further in their Pilates journey, and potential Pilates instructors who want to make a difference to their career.
- Audience Segmentation: Target audiences included health-conscious individuals, fitness professionals, those looking to pivot into a wellness career, and even companies seeking wellness progammes as part of their benefits plan for employees. What was unique about My Body My Pilates is also how they serve an international community living in Tokyo, where their instructors speak English, Japanese, Chinese and Polish. We developed detailed buyer personas to guide our efforts.
2. Communication: Reaching the Right Audience
- Content Marketing: Vermilion Pinstripes developed engaging blogs, social media posts, and video content on their Youtube channel to showcase the benefits of Pilates and the studio’s unique training programs. Testimonials and success stories from past students were highlighted to build credibility.
- SEO Optimisation: We conducted keyword research to optimise My Body My Pilates’ website and content for terms related to Pilates training in Tokyo, increasing organic search visibility significantly.
- Social Media Marketing: We planned strategic campaigns designed to amplify the studio’s presence on platforms like Instagram and Facebook. Posts featured special workshops, class highlights, and sharing real success stories from clients to attract a wider audience.
- Email Campaigns: Personalised email campaigns targeted potential trainees, offering detailed information about the course, exclusive promotions, and easy registration links.
3. Confidence: Building Trust and Encouraging Action
- Landing Page Optimisation: We redesigned the course landing page with a clear call-to-action, streamlined navigation, and visually appealing design elements to enhance user experience. Your website is your business' calling card, and having one that is updated, modern and easy-to-navigate can make a big difference.
- Webinars and Workshops: To build trust, My Body My Pilates hosted workshops and Q&A sessions for enthusiastic students, helping them understand their health concerns and providing a practical, physical solution they can implement even on their own at home with simple exercises. In support of Men's Health Week in June, My Body My Pilates conducted a Hip Joint Mobility Workshop with a special focus on men to help gain flexibility, strength and relief. During Pink October, there was an Upper Body Mobility Workshop to support those recovering from breast cancer.
- Analytics and Adjustments: Using analytics tools, we tracked campaign performance, identifying opportunities for continuous improvement.
Conclusion
My Body My Pilates achieved its goals by connecting with its audience in meaningful ways and delivering clear, impactful messaging. This collaboration highlights the power of strategic marketing in transforming challenges into opportunities.
At Vermilion Pinstripes, we thrive on helping businesses like My Body My Pilates build confidence and succeed without selling. Let us help you take your business to new heights. Contact us today to discover how our Modern Marketing Framework can work for you.
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