Precision Marketing in Action: Driving Growth for a National Fitness Chain
The Situation
A national fitness chain was facing declining memberships and lacked direction in allocating their marketing budget. The national fitness chain faced the problem of a broad and untargeted marketing approach. Their direct mail strategy was simply focused on expanding reach across a large region, hoping to attract more members by casting a wide net. However, this wide net approach was inefficient and ineffective because it failed to identify and target their ideal customer profiles, leading to wasted marketing spend and declining memberships. The core issue was not just about the specific methods of direct mail, but the lack of precision in their audience selection.
The Results
The solution involved analyzing the fitness chain’s customer data using lifestyle segmentation to identify their best customer profiles. This allowed DataClique to recommend a targeted marketing strategy, shifting from a broad direct mail approach to a smaller, more focused campaign across direct mail and digital display. The outcome was significant: over 57% of new monthly memberships were attributed to DataClique’s cross-channel campaigns. The fitness chain also developed a deeper understanding of their customer profile, improved marketing ROI, and gained better insight for future location planning.