The Marketing Plan to Help My Client Replicate her $76k Sales Month
What if you could turn an average $30k sales month into a $76k sales month? That’s exactly what happened for one of my Fractional CMO clients in November 2024 and we’re planning on making that more of the norm in 2025 by replicating that success.
Because if there’s anything I know, it’s that when you have a successful marketing campaign, you need to spend time evaluating what worked so you can continue to replicate that success.
So let me take you behind the scenes of what we discovered and how we’re strategically planning for even more months like this in the year ahead.
Here’s a little context to start with: This client has a membership and customers either pay monthly (this option has been discontinued and these people are grandfathered in), every 3 months, or every 6 months and she typically averages about $30k/month.
What Happened in November 2024
Discount/Sale: She ran 3 large sales for her membership which resulted in a large increase in membership with each sale—One of those sales being Black Friday. So in November 2024, she saw renewals from members that joined in 2023 on top of new members that joined during this year’s Black Friday sale.
We also know that May 2024 was a bigger sales month than average and that likely was for the same reason—Black Friday members that joined at the 6 month package renewing or even if they joined at the 3 month package they’d eventually be billed on that same cycle.
So we know when she runs a sale it not only gives her a cash injection but it also helps sales throughout the rest of the year with renewals.
Holiday Challenge: She also hosts a holiday challenge every year and it’s a fan favorite. It’s free for members and a low-cost option ($35) for non-members, giving participants a sneak peek of what the membership offers. While the challenge didn’t significantly impact revenue, it created massive brand awareness and built loyalty among both current and potential members.
In fact, the buzz around the challenge sparked a game-changing idea for 2025: Why not use challenges more strategically throughout the year?
The 2025 Sales Strategy
With all this in mind, we decided to be a little more strategic with the sales she runs throughout the year. We know from her sales data that when she runs a sales, she sees a larger than normal increase in membership signups. Her lowest membership commitment is now 3 months so what we decided to do is run 4 sales in 2025—spread out to be one per quarter.
That way we not only give membership a bigger boost each quarter (people do signup throughout the year even without a sale) but then we will stack payments as they renew in the following months.
This is a visual example only to illustrate how payments would stack throughout the year.
Even though we’ll see some churn, this will continue to grow her membership and set us up for more $76k sales months in the future.
We’re slowly stepping the membership up 3 months at a time, stacking payments on top of payments on top of payments.
By spacing out four quarterly sales in 2025, we’ll not only boost membership signups but also create a predictable cycle of renewals, driving more consistent growth and more $76k months.
The 2025 Challenge Strategy
People were legitimately sad when the holiday challenge ended and were asking for more challenges like this. While we directed them to sign up for the membership (if they weren’t a member already), we realized we could integrate these into the year more strategically.
In 2025, we’ll also host quarterly challenges which will act as a pre-launch to that quarter’s sale. What that means is we’ll host the challenge leading up to that quarter’s sale to give people a taste of what the membership is like so when the challenge ends, they can join at the discounted rate. And since we’ll be sharing about the sale across all her other marketing channels, it will increase visibility of the sale to those that participated in the challenge encouraging them to sign up.
The Rest of the 2025 Marketing Strategy
The rest of her marketing is pretty dialed in so we’re not changing anything else specifically other than just making some tweaks and optimizing when needed. We’ll be experimenting with some different email marketing formats and focusing on blog content optimized for SEO but other than that, we are in a great position moving into 2025!
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This is honestly one of the biggest benefits of having a Fractional CMO on your team. You don’t have to guess what worked or spend your valuable time figuring out how to have similar success. We will dig into all your data and help you develop the plan so you can focus on what you do best.
Imagine having a marketing partner who dives deep into your data, uncovers hidden growth opportunities, and crafts a roadmap to success—just like I did for this client. Apply now to work with me as your Fractional CMO!
