New fitness centre Factory 4 develops its customer base

Factory 4 opened its doors in Luxembourg in 2013, as the largest fitness and health centre in the city. Its website went live in September 2014 and was accompanied by the launch of a Google AdWords campaign: “Our visibility increased instantly, as did the number of visitors to the site. In one month, we went from 160 to 278 subscribers,” explains Fanny Pimentel, Head of Sales and Marketing. Factory 4 invests 15–20% of its marketing budget online. Though Fanny admits it’s too soon to judge the strategy’s success, she already plans to use AdWords to better target her next campaigns: “I think we’ll attract a young, active clientele who’ll be able to find us easily online with just one click.” Fanny appreciates the product’s accessibility, as well as how easy it is to use: “You don’t have to be a webmaster or IT specialist to use Google AdWords.”