Case Study
From zero Facebook ad experience to a more than 430K laser focused audience for ad retargeting on less than $1800 ad spend thanks to the Adaptive “geniuses”
“I staunchly remember three years ago saying to someone, I will never do Facebook ads.”
Dr Kaz, SportsBrain Global
Suppose you took a sports performance coach, an exceptionally good marketing maven, added a dash of Dallas Cowboy cheerleader with a bit of Zig Ziglar for motivation and put them in a blender. You’d get Dr Kaz, a ‘Sports Brain Success Coach’. For 39 years, Dr Kaz has helped athletes increase their peak performance from as young as eight to an Olympic and professional age. She’s coached or spoken to almost 40,000 teenage athletes and secured her clients over $5.1 million in scholarships and sponsorships with the skills she teaches through her membership.
After a long and successful career as a motivational speaker and coach, Dr Kaz grudgingly decided to embrace the world of online business and social media marketing just before the onset of the pandemic shutdowns. Except, Dr Kaz admits that she “knew about as much about social media and Facebook as my dog.”
Dr Kaz had taken several course and membership creation programs before reaching out to Paul Pruitt of Adaptive for a consultation after witnessing his success with Facebook advertising and knowing that was what she needed.
“I had a one-on-one with Paul and had specific questions I wanted answered. But all he wanted to do was change my mindset and increase my top-level membership prices. Halfway through, I said, dude, is this my consultation or yours? Like, I have questions that I want you to answer. Then I realized what Paul was trying to get me to understand and that these questions have no meaning until I increase my prices and position myself in a certain way.”
It took Dr Kaz another three enquiries from clients to feel confident enough to state her new, higher price for her top-tier membership, and that client said, “I’ll take two”. Dr Kaz recalls, “I remember texting Paul saying ‘You win,’ and that was me; I joined the Adaptive Marketing Program.”
The Adaptive approach
"I was very attracted to what the geniuses of the group, the coaches, provide. You can go to 11 or 12 sessions every week, and it's not only what you learn for yourself but also from the questions other people ask."
While Dr Kaz was making the most of all the Adaptive resources, coaches and community, she still needed to take that final leap into Facebook ads.
"I knew I needed to figure out how to use Facebook ads and decided to commit heavily in that direction. The Adaptive tech experts were helping me and guiding me. And finally, I was really excited. I wrote the script and did a voiceover for a video. We were geo-targeting to volleyball competitions; then I would deliver a Facebook ad."
"Then Paul gave me a couple of changes that I considered minor at the time but were massive. I remember saying to Paul, I want them on my email list, but no one's taking my freebie. And he said, no, you don't; you want them to watch the video and then send them retargeted ads."
"We ended up getting 436,000 parents to retarget from an ad spend of around $1,800. And I was just hooked."
"Retargeting audience, that is pure gold. So many people don't understand the power of geo-targeted Facebook ads and how cheap they are. If you think about it, where else could you go to get access to 436,000 people? That's like 872,000 eyeballs for less than $1,800 for 12 months. Like, that's wild. And I didn't understand that until I got into adaptive marketing."
Aligned marketing solutions made easy
Dr Kaz challenged herself to master something new—online business and Facebook marketing—and because she chose Adaptive to help her achieve that goal, she is more in love with her business than ever.
"Adaptive has elevated my business in 16 months, more than I've probably done in the last 20 years.”
“Initially, I was kicking and screaming because I just wanted to pay somebody to do it. But now I have a much better understanding of the entire business. I truly believe that every other week Paul continues to spark something new, like oh, that's what I can do next."
Dr Kaz has now raised her membership pricing another three times and has a dialed-in marketing strategy aligned with the flow of her business.
"I have a marketing formula for 12 weeks; I do exactly what Paul has taught. We have a freebie that leads to a flash sale of a course, which leads to a decent bump, and then all roads lead to the membership, general or platinum. And the only thing I change is the product every 12 weeks. The landing pages, thank you pages, how we lay out the freebie, the PDF, it all stays the same. And because mine is sports, and it's very cyclical. I thought, why did I not think of this? It's seasonal, and I know what my kids and parents are doing in the summer and know what they're doing in the fall."
"The return on investment over the next two or three years could very well be 10,000 times what I'm paying because it just works, they have a system, and they've figured out how to be successful. In 16 months, I've done something that I was never able to do on my own. I did it in my speaking business; I understood how to succeed. But online business, I had no clue."
"Paul and Melissa have taken the fear out of doing online business. Their appreciation for having fun in business makes this easy. It has taken the anger, the angst, and the "I have no frickin clue what I'm doing" away.
Aligned marketing solutions made easy
Dr Kaz challenged herself to master something new—online business and Facebook marketing—and because she chose Adaptive to help her achieve that goal, she is more in love with her business than ever.
"Adaptive has elevated my business in 16 months, more than I've probably done in the last 20 years.”
“Initially, I was kicking and screaming because I just wanted to pay somebody to do it. But now I have a much better understanding of the entire business. I truly believe that every other week Paul continues to spark something new, like oh, that's what I can do next."
Dr Kaz has now raised her membership pricing another three times and has a dialed-in marketing strategy aligned with the flow of her business.
"I have a marketing formula for 12 weeks; I do exactly what Paul has taught. We have a freebie that leads to a flash sale of a course, which leads to a decent bump, and then all roads lead to the membership, general or platinum. And the only thing I change is the product every 12 weeks. The landing pages, thank you pages, how we lay out the freebie, the PDF, it all stays the same. And because mine is sports, and it's very cyclical. I thought, why did I not think of this? It's seasonal, and I know what my kids and parents are doing in the summer and know what they're doing in the fall."
"The return on investment over the next two or three years could very well be 10,000 times what I'm paying because it just works, they have a system, and they've figured out how to be successful. In 16 months, I've done something that I was never able to do on my own. I did it in my speaking business; I understood how to succeed. But online business, I had no clue."
"Paul and Melissa have taken the fear out of doing online business. Their appreciation for having fun in business makes this easy. It has taken the anger, the angst, and the "I have no frickin clue what I'm doing" away.
"The Adaptive Marketing Program is the greatest thing I've ever done for my business."
Being part of a winning team
"I feel that from my standpoint, Adaptive is a well-orchestrated, winning team. It's a team that knows how to win. A team that knows how to add players (members) in and get them up to speed very quickly, and allow them to settle into their position in their way and feel comfortable."
"Paul is there to challenge us, and he does it in a way that works for me. He's very adaptive. If you need hugging and loving, he gives you hugging and loving. If you need a swift kick in the pants, you get that. He knows exactly how to motivate people."
"I love the people he attracts. Because I'm constantly learning and collaborating with people. I love the fact that it's an extremely high-quality community."
Gaining freedom in business and life
"The beauty between Paul and Melissa is they both have had a heart. When one is going strong with results, the other will bring in the fun, the humor, the passion and vice versa. It truly is a beautiful marriage for them personally. But for us members, it's a beautiful marriage of how to run a fun business and a business that adds value that creates the most amazing results for the people you serve. I don't know many quote-unquote gurus that teach and live that."
For Dr Kaz, building a successful online business has meant greater happiness, fun and, most importantly, freedom. If you asked her what she wanted only a few years ago, Dr Kaz's answer would've been "to be filthy rich". Through Paul and Melissa's example, she now sees it's more about what you do with your money in a personally meaningful way.
"I'm 67, and I've traveled a lot, but I've intentionally taken more fun vacations since starting with Paul and Melissa than I have ever had in my entire life."
Gaining freedom in business and life
"The beauty between Paul and Melissa is they both have had a heart. When one is going strong with results, the other will bring in the fun, the humor, the passion and vice versa. It truly is a beautiful marriage for them personally. But for us members, it's a beautiful marriage of how to run a fun business and a business that adds value that creates the most amazing results for the people you serve. I don't know many quote-unquote gurus that teach and live that."
For Dr Kaz, building a successful online business has meant greater happiness, fun and, most importantly, freedom. If you asked her what she wanted only a few years ago, Dr Kaz's answer would've been "to be filthy rich". Through Paul and Melissa's example, she now sees it's more about what you do with your money in a personally meaningful way.
"I'm 67, and I've traveled a lot, but I've intentionally taken more fun vacations since starting with Paul and Melissa than I have ever had in my entire life."
"It all boils down to freedom. Whether you want more money, more time with your kids and spouse, you want to travel more, you want to do community service, all of that comes back to freedom. Paul and Melissa have given me freedom in a fun, accountable way. My friends laugh because I'm supposed to be retired, but I'm having way too much fun to stop now, thanks to Paul and Melissa."
