SAMASE Sports Club

Building the funnel first

Before a single ad ran, the funnel went in whole: awareness, lead generation, lead management and segmentation, then conversion and closing. What leaks is rarely the ad. It is the distance between someone leaving a number and someone paying. Each stage got checked so nothing piled up in one place.

One strategy, many channels

Paid ads on Meta and TikTok, content production, social media, and offline events all ran at once. What I kept an eye on was not each channel but whether they pointed the same way. Positioning and messaging were settled first so the team was not guessing every time it made something.

• Paid advertising: strategy and review here, buying with the client's appointed party.
• Content: feed and carousel design, reels and short-form editing, the daily promotional material.
• Offline: event and exhibition concepts, the lead capture flow, and how it fed back into the funnel.

I built the landing page myself

A campaign needs somewhere to land, and waiting on a vendor costs weeks. So I built the landing page: one umbrella page plus separate pages for Fitspace, Physio, and Padel, because the three lines pull different people and will not fit on one page.

• Two languages, and any section can be switched off without touching code.
• Headline A/B testing from the panel, so copy gets tested instead of argued about.
• Founding Member logic and pricing live in the page rather than being rewritten each campaign.

Then the back office that runs it

Ads collect leads, but a lead does not turn itself into a member. Someone has to record it, book the trial, take the money, and close. That is what the back office does: registration, session agenda, cashier and QRIS, transactions, reconciliation, vouchers, packages, staff commission, and sales reporting.

• Registration and the lead flow, including CRM sync and trial session booking.
• A cashier with QRIS payment, then transactions and their reconciliation.
• Packages, vouchers, and commission templates with rates split by session type.
• Transaction import by pasting data, for moving off the old records.
• Sales reporting and analytics, plus documentation so the team can run it.

What got measured

The target was set early and it was not impressions: at least 50% occupancy during pre-launch, counted in Founding Members paid up before grand opening. That number decided which ads kept running, which material got replaced, and which part of the funnel had to be taken apart.