In digital marketing and e-commerce strategy, it explains the tools for driving traffic to platforms, methods for building brand awareness, and strategies for consumer loyalty.

 

RACE Framework

RACE Framework is a funnel method used to define business activities and improve marketing effectiveness. RACE stands for Reach, Act, Convert and engage. (Chaffey, 2024)

Reach involves increasing website visits and awareness, Pulse Pilates reach method includes introducing a second media platform such as Instagram to create more traffic and target more audience. Act, involves creating consumers to take the next step, whether this is purchasing the item or looking more into the business. Pulse pilates have introduced a free class sign up, this may persuade consumers to sign up and encourage for later purchases. These are micro conversions where small actions could slowly move a consumer to become a customer. Convert, is the conversion to sale. This is where the consumer pays for the subscription or a one-time payment for our Pilates videos. Engage is the last word on the framework, which refers to developing a long time relationship with the buyer. (Chaffey, 2024) Pulse Pilates will adapt to this buy having a strong social presence on Instagram and ensuring up to date content on our website. Along with email marketing so that consumers will be getting constant updates and offers emailed to them to aid loyalty. 

 

Our revenue model

A revenue model is a framework to display how the organisation generates income and helps to aid decision making in the revenue sector.  Pulse Pilates uses subscription access, where consumers pay a monthly fee to allow access to the products on our website. We also use the pay per view model, where consumers need a one-time fee to allow access to the online videos.