Learn how to enhance your multichannel marketing strategy with real-time results

Transcription

1 Learn how to enhance your multichannel marketing strategy with real-time results epsilon.com

2 Contents 3 The Multichannel Marketing Strategy 5 The Multichannel Marketing Solution 7 The Real-Time Shift 8 Epsilon Recommendations 11 The Dashboard Elite 14 Epsilon Overview 2

3 The multichannel marketing strategy Today consumers are interacting with a wide array of media on a daily basis. It is not uncommon for a consumer to be browsing online while watching TV and checking social media on their phone all within the same few minutes. If your members are on multiple channels, it only makes sense that you meet them halfway using the media they value most. 3

4 The multichannel marketing strategy Single channel marketing is no longer the most effective way to connect to your prospects. You can send a direct mail piece announcing your new club and you may capture the interest of a potential member. However, also sending a targeted follow-up or placing a strategic targeted display ad on the sites your prospects visit most is going to help drive conversion. Response rate comparison: Direct mail alone has a limited response is stronger to gain exposure Targeted Display Ads are extremely effective ONLY direct mail Performance with direct mail only 30% STRONGER RESPONSE + Stronger response with direct mail & 70% INCREASED RESPONSE + + Increased response with direct mail, , & TDA 4

5 The multichannel marketing solution As you can see there are a vast array of marketing channels available. So now that you know using multiple channels increases your member conversions you may be tempted to use them all. But wait, you need a strategy. Digital Traditional Social 5

6 The multichannel marketing solution How your multichannel marketing funnel should look once you have developed your strategy. GROW FITNESS CAMPAIGNS OPTIMIZE MAXIMIZE Members Prospects Leads Former Social Digital Technology Traditional conversion points conversion points Landing Page sign-up conversion points Phone-in Walk-in conversion points conversion points conversion points 6

7 Evolve to a multichannel approach based on real-time data From blind marketing data-driven marketing Single campaign approval, Budget based Goals Focus on longer-term outcomes Lower cost per join Respond on delayed data Offer and creative do not match across tactics Blast offers at random Old Approach Audience / Offers / Channel Execute Optimized approach Respond on real-time data Results drive match of audience/offer Channel matched based upon ideal member Execution based upon desired action Manual data collection with lengthy turn times Measure / Refine Immediate review and adjustment 7

8 Epsilon recommendations Know your members Determine who your members are and understand their needs and perspective. Do a detailed analysis on where your members live, their demographics, their purchase habits and how they prefer to interact. Identifying the member benefits should trump goals for individual products or channels. 30% 25% 20% 15% 10% 5% 0% 50% 45% 40% 35% 30% 5% 3% 20% 14% 18% 19% 28% 26% 23% 22% *Element is displayed at the individual level 35% 37% Age of Total Adult Population (Individual) 45% Number of Adults in Household 46% 11% 16% 5% 13% Your strategy should include: 1 The right audience 2 The right time 3 A relevant and individually meaningful message 4 The right media channels When creating the messaging approach, the balance of personalization and discretion should hinge on member preferences. What mediums do they respond to, how often do they like to be contacted, what do they look for in a club, what would benefit their lives. 25% 20% 15% 10% 5% 0% 14% 12% 5% 4% 1% One Two Three Four Five 1% Downtown Fitness Index Income 40% 38% 34% 35% 31% 30% 23% 21% 20% 10% 7% 4% 6% 1% 0% $0-$29 $30-$74 $75-$149 $150-$249 $ *These numbers are displayed in thousands 8

9 Epsilon recommendations Think big, but execute small Don t just use a shotgun approach and market through every channel all at once. This is counterproductive and will be unnecessarily expensive. INCREASE ROI BY REALLOCATING BUDGETS TO THE MOST EFFECTIVE MEDIA CHANNEL MIX. Experience has proven the benefit of starting with a small campaign execution, while ensuring the vision and the capabilities have a longer-term roll-out in mind. This approach will allow proper refinement to both the models and the strategy framework, balancing against multiple KPIs, and pressure testing both the technology and messaging. Mass Media Social Digital 5% 15% 20% 60% Traditional Direct IMPRESSIONS DAILY EXECUTION 9

10 Epsilon recommendations Support the data-driven mindset The shift away from a delayed reaction blind marketing approach to real-time responsive, fact-based action requires a change in mindset. As a club owner you must be willing to invest the time and resources to understand data-driven, responsive, and flexible marketing approaches. This process is simplified with the use of a comprehensive dashboard that tracks your marketing campaigns in real-time allowing execution and refinement based on current performance. MAKE CAMPAIGN ADJUSTMENTS BASED ON YOUR RESULTS When enlisting a data analysis and measurement tool, such as a comprehensive dashboard, be sure that it is optimized for your experience. A user friendly interface is necessary so that you can navigate easily and train your staff to view and manage as well. Finally, while embracing multichannel marketing, club owners should continue to recognize the value of direct response communications, such as direct mail and . Ensure that those activities are also input into the comprehensive dashboard and are aligned with the overarching marketing plan. Remember that all communications must be tailored to the member experience. If they are not responding well to a specific media channel it is time to reallocate your resources to a channel that resonates with them. -30% +40% +70% RESULTS Trending 10

11 Delivering on-demand campaign data at the click of a button Epsilon Elite Dashboard offers data accumulation and interpretation from the most influential marketing platforms regardless of provider. Elite Dashboard 11

12 Epsilon Elite Dashboard All your marketing analytics and reporting in one platform Our powerful and easy to use reporting dashboard provides the integrated analytics you need to accurately measure your traditional, social and digital marketing strategy. 12

13 Epsilon Elite Dashboard Integrated Reporting Dashboard Quickly see how all of your marketing campaigns are performing with a high-level view of your key marketing analytics right from your central and unified dashboard. One account, with all your marketing data. 91 SCORE Benefits: Report generation with scheduling Configurable reports Automated reporting system Refine to show one service Performance indicators View trending metrics Trend analysis, and timely decision-making 13

14 So ask yourself, 1 Do you have a multichannel approach to your health club marketing? 2 Do you have the proper tools in place to measure your efforts? Epsilon is the proven industry leader in creating, executing, and managing engagement programs. Our experienced member acquisition and member engagement programs will help develop a program that aligns directly to your business goals and is efficiently implemented. Epsilon s data team and analytics expertise will ensure that your offer will match your desired result. With our proprietary or partner customer experience marketing solutions, Epsilon delivers personalized, multichannel marketing to your most ideal prospects. Our agency resources are integrated throughout, ensuring that messaging is compelling, on strategy, and delivers superior customer engagement. 14

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