To promote the Art of Living flagship breath and meditation course, the foundation organises free Introductory sessions where participants experience a breathing technique and guided meditation. They are also introduced to the powerful wisdom and mind mastery techniques taught on the program, with an option to enroll for the course at the end of the introductory workshop.
The Art of Living Foundation had been offering free introductory workshops world-wide for years,
but saw minimal attendance.
We started running Social Media ads inspiring people to participate in the free introductory breath and meditation sessions. In March 2018 we started Facebook ads promotions for 5 locations in the US and by March, 2019, we were running Facebook ads in about 30 locations in the US.
The amount of participants in the introductory sessions increased by 145%, with most workshops selling out to capacity. Our cost per lead averaged under $4, a whopping 90% more cost effective than the industry average.
But now a new challenge showed up. Even though we had good results at the ad level (we were selling a good amount of tickets), Art of Living teams still struggled with converting participants to enrol for Art of Living's flagship breath and meditation program.
In March 2019, Sumeru Marketing partnered with the the Art of Living Intro Talk Team for our strategic marketing efforts. The Intro Talk Team designed an enrollment training to maximize intro session conversions, and we provided this training as part of our intro talk Social Media ad promotions package. Intro session facilitators now benefitted from a full house at their session, while also gaining the skills to convert participants to the Breath and Meditation course.
Conversion rates improved from minimal enrolment to an average of 15-20%, with some locations reporting 50% enrolment!
Soon, we were promoting online intro sessions in over 600 locations worldwide (165 in the US) in over 60 countries.
We continue to run A/B tests with creatives and copies to analyze campaign performance, optimize copy and creatives based on analytic results, and adapt to changing trends, seasons and situations.