Franchise Update Magazine Issue III, 2016 | Page 62
CONSUMER MARKETING
CMOroundtable
“AS THE ROLE OF BIG DATA IN STRATEGIC MARKET
PLANNING GROWS, HOW DOES IT AFFECT YOUR
LONG-TERM MARKETING PLANS, FORECASTING,
EFFICIENCY/ROI OF YOUR MEDIA SPEND, OR
OTHER PARTS OF YOUR MARKETING?”
Steve Rockman
Chief Marketing Officer
TruFusion
At TruFusion, we market primarily to the
Millennial, specifically females. Because
of this, we are talking to the most highly
connected generation yet, with their access
to instant information. Millennials speak
in data, and if we can collect, analyze, and
react to this data in a timely and accurate
manner, we will greatly increase our chances
to develop a long-term relationship with
these consumers.
Our entire business model is predicated on technology, from our POS system,
which tracks member sign-up and class
check-ins, to every purchase members
make in one of our studios. And, in trying to stay ahead of our customer’s needs,
we recently introduced TruConnect, our
member app that integrates mobile and
beacon technology.
By analyzing and processing this data,
we are able to determine new marketing
campaigns and one-to-one communication
strategies. A specific example is a member
60
who takes three physically demanding boot
camp classes in one week. Based on this
data, we offer them a discount on cryotherapy, a recovery therapy we provide.
Each day we are looking at key pieces
of data and making decisions based on that
data. We are overlaying third-party data
to give us a better member profile. Our
marketing cycles have shortened, and the
technology has made us much more proactive in our communication. It has allowed
us to build relevancy with our members
and has improved our customer service
dramatically.
“Our marketing cycles
have shortened, and the
technology has made us
much more proactive.”
We are intensely focused on driving ROI
and new customer acquisition. However,
we realize that our consumer is heavily
distracted because they have access to information 24/7, multi-tasking mentalities,
and busy lifestyles. Because of these factors, big data allows us to work through
media fragmentation by targeting personalized messages based on unique variables
we have captured. Our marketing will be
based not just on demographic or geographic information, but also on contextual
likes or dislikes to allow us to deliver our
marketing messages to the right person
at the right time through the right media
channel. We can now deliver messages by
email, direct mail, or weekly magazines to
the right city block, or even homes, based
on the data. Additionally, we can deliver
a digital message to try TruFusion to a
potential member when they walk into a
competitor’s studio. This is done through
our ability to collect big data, analyze that
data in real time, and based on that analysis send relevant messages immediately.
Josh Cole
Chief Marketing Officer
Sky Zone
Data is central to Sky Zone’s strategy as
our franchise network continues to grow
rapidly. In regards to media spend efficiency, we have shifted a very significant
portion of our national ad fund marketing
to digital, where we are extremely focused
on pinpoint audience targeting by geography and interest.
Additionally, we are currently building
a unique in-house POS and guest engagement system that will provide our guests
with activity tracking and other benefits,
which in turn will allow us to better understand their preferences. We’ll use this
information to personalize our marketing
communications to make our messages
more relevant and compelling. The technology underpinning this system is a top
strategic priority for our whole company,
and our marketing strategies will increasingly be based on how to use this increased
access to data to better engage and inform
our guests. n
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