Upside Motion⇲ is an award-winning multidisciplinary fitness studio in Singapore.
Upside Motion was the pioneer in introducing some of the most exciting fitness programmes to Singapore when the brand first entered the boutique fitness market in 2012. As time passed by, market reality shifted. An array of aggressive competitors and technology disruptors arrive, supplying the customers with more choices than ever before. At the same time, Upside Motion's customer base grew means that it became challenging to address customers' needs at scale. This has necessitated an urgent re-evaluation and rework of Upside Motion’s brand value proposition and customer experience - to nurture and convert customers more effectively and efficiently.
I had the pleasure of working closely with brand consultancy firm Somewhere Else⇲ on this project. Together, we combined our internal insights and external observations from brand audit exercises and targeted market research. From the data, we developed the the core buyer personas, uncovered values that truly resonate with each profiles and designed marketing automation flows that fuel the whole customer journey with personalised messaging.
In our core client base, we identified 3-5 persona profiles based on their most and the least-valued brand features, class attendance and package usage patterns, and communication preferences.
Above: A persona profile of Upside Motion’s core customer
Above: Customer personas analysis
Above: Customer personas analysis
Through the research exercises, we also identified our strengths and communication gaps in the current brand strategy and execution. This is followed by a re-evaluation of our value proposition and grouping of four promises that we are committed to delivering:
Above: Clear and concise brand benefits helps internal and external stakeholders to better articulate why someone should choose Upside Motion over other competitors.
Drawing from these valuable insights, we decided to tackle the challenge with three deliverables that are conversion-driven and most operationally efficient:
.png)