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

©2016 Epsilon // Epsilon_RealTime_Offers-WhitePaper

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©2016 Epsilon // Epsilon_RealTim

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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

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The multichannel marketing strategyToday 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.


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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 email or placing a strategic targeted display ad on the sites your prospects visit most is going to help drive conversion.

Performance with direct mail only

Stronger response with direct mail & email

Increased response withdirect mail, email, & TDA

ONLYdirect mail

30%STRONGERRESPONSE

70%INCREASEDRESPONSE

+ ++

• Direct mail alone has a limited response

• Email is stronger to gain exposure

• Targeted Display Ads are extremely effective

Response rate comparison:

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The multichannel marketing solution

Dig

ital

Tradition

al

Social

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.

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The multichannel marketing solution

How your multichannel marketing funnel should look once you have developed your strategy.

GROW OPTIMIZE MAXIMIZE

FITNESS CAMPAIGNS

Traditional

DigitalSocial

Technology

Landing Pagesign-up

ProspectsLeadsMembers

Former

conversion points

conversion points

conversion points

conv

ersio

n points

conv

ersio

n points

conv

ersio

n points

Phone-in

Walk-in


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Evolve to a multichannel approach based on real-time data

From “blind” marketing

Old

App

roac

hO

ptimized approach

Single campaign approval, Budget based

Focus on longer-term outcomes

Lower cost per join

Respond on delayed data

Offer and creative do not match across tactics

Respond on real-time data

Results drive match of audience/offer

Blast offers at random

Channel matched based upon ideal member

Execution based upon desired action

Manual data collection with lengthy turn times

Immediate review and adjustment

“data-driven” marketing

Goals

Audience / Offers / Channel

Execute

Measure / Refine

2

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 +0%

5%

10%

15%

20%

25%

30%

5%

20% 18%

28%26%

11%

5%3%

14%19%

23% 22%

16%13%

166 139 94 126 118 69 36

*Element is displayed at the individual level

One Two Three Four Five0%5%

10%15%20%25%30%35%40%45%50%

35%

45%

14%

5%1%

37%

46%

12%

4% 1%

95 98 117 113 105

Downtown Fitness Index

This information is confidential and proprietary to Epsilon Data Management, LLC and its affiliated entities, and is intended only for theuse of the recipient. If the reader of this is not the intended recipient, you are hereby notified that any dissemination, distribution orcopying of this document is strictly prohibited.

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$0-$29 $30-$74 $75-$149 $150-$249 $250 +0%

10%

20%

30%

40%

4%

21%

34% 35%

6%

31%

38%

23%

7%

1%

14 54 146 482 685

*These numbers are displayed in thousands

< $110 $110 - $199 $200 - $350 $351 - $500 $501 - $700 $701 - $999 $1,000 +0%

10%

1%

6%

12%13%

8%9%

11%12% 12%

7%

2%1% 0% 0%

11 52 155 568 726 1,862 4,275

*These numbers are displayed in thousands

Downtown Fitness Index

This information is confidential and proprietary to Epsilon Data Management, LLC and its affiliated entities, and is intended only for theuse of the recipient. If the reader of this is not the intended recipient, you are hereby notified that any dissemination, distribution orcopying of this document is strictly prohibited.

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Epsilon recommendations

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.

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.

1 The right audience

2 The right time

3 A relevant and individually meaningful message

4 The right media channels

Know your members Your strategy should include:

Age of Total Adult Population (Individual)

Number of Adults in Household

Income

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Don’t just use a shotgun approach and market through every channel all at once. This is counterproductive and will be unnecessarily expensive.

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.

Think big, but execute small

Digital

Social

Mass Media

Traditional Direct

5%

15%

20% 60%

IMP

RES

SIO

NS

DAILY EXECUTION

INCREASE ROI BY REALLOCATING BUDGETS TO THE MOST EFFECTIVE MEDIA CHANNEL MIX.

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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.

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 email. 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.

Support the “data-driven” mindset

-30% +40% +70%

RESULTS

Trending

MAKE CAMPAIGN ADJUSTMENTS BASED ON YOUR RESULTS

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Epsilon Elite Dashboard offers data accumulation and interpretation from the most influential marketing platforms regardless of provider.

Delivering on-demand campaign data at the click of a button

Elite Dashboard

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Epsilon Elite Dashboard

Our powerful and easy to use reporting dashboard provides the integrated analytics you need to accurately measure your traditional, social and digital marketing strategy.

All your marketing analytics and reporting in one platform

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• 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

Epsilon Elite Dashboard

Benefits:

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.

Integrated Reporting Dashboard

91SCORE

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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.

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