Nailbiter Co

BACKGROUND

Introduce your business and what you do there.

I’m the marketing director at Big Al’s Family Fitness. We’re located in Long Island and have four different locations. We’re also looking to expand into the nutrition market. In my role, I oversee our day-to-day marketing needs across both digital and traditional channels.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Nailbiter Co?

Initially, we reached out to Nailbiter Co to help with our direct mail efforts and help us reach our wide demographic. As a gym, we market to everyone from teens to seniors.

SOLUTION

What was the scope of their involvement?

They’ve assisted with a variety of traditional and digital marketing needs. They were only involved with direct mail initially, but we soon expanded their role to include more services. In terms of traditional marketing, they designed graphics, banners, and other signage. On the digital side, they rebuilt our website on a custom WordPress platform. The team created landing pages, implemented email marketing strategies, and did some SEO work.

Basically, they help us out with whatever we need. They focus heavily on branding, helping us stand out in our market. All of their work reflects a set of guidelines that we’ve implemented across all of our marketing channels. They also help us make small changes to our identity to stay current in our evolving industry. We follow a rigorous approval process for all of their work. They don’t release anything until both sides are happy.

How did you come to work with Nailbiter Co?

We were looking for a vendor experienced in distributing direct mail and using targeting strategies.

How much have you invested with them?

We have them on retainer for some services and pay separately for others. Typically, we spend between $50,000–$100,000 each year.

What is the status of this engagement?

We started working together in late 2014, and it’s an ongoing relationship.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

From a brand perspective, we’ve definitely grown. With the help of Nailbiter Co, we’ve refined our business identity, core values, and mission. We still make occasional tweaks to ensure we're reaching everyone in our local market. We have a lot of competition, so an established and reliable brand image has been extremely helpful in distinguishing us from other gyms in our area.

How did Nailbiter Co perform from a project management standpoint?

We communicate via Basecamp and several other project management tools. We use Google Docs to share and approve their work. They’re always available to talk on the phone, and we also schedule monthly meetings.

What did you find most impressive about them?

They’re very knowledgeable in the fitness industry. Branding and email marketing are two of their biggest strengths.

Are there any areas they could improve?

They should staff more resources and expand their capabilities. It would be nice if they offered social media marketing or app development services.

Any advice for potential customers?

They’re not like typical advertising agencies. Nailbiter Co is a group of very creative individuals. Clients need to give them the space to use their full range of skills and capabilities. In the beginning, they should give a detailed explanation of their expectations and where they see their company in the future. The team will do all they can to clear a path to that end goal.