Unlike traditional marketing, which targets users broadly, personalized marketing tailors the experience to customers on an individual level based on specific data gathered from a variety of sources. This is particularly effective for brands looking to stand out from the competition and improve their performance metrics. 

Here are some reasons personalized marketing is crucial for growth for these key reasons

1. Personalized marketing is cost effective - Two recent studies found using personalization can reduce acquisition costs by as much as 50% and increase marketing spend efficiency by 30%. 

2. With personalized marketing, customers spend more - Personalization should be based on consumers' past browsing behavior and other personal data which makes it far more relevant. Nearly half of all consumers report making an immediate purchase after receiving a personalized recommendation from a brand.

3. Individualization creates a more personal connection and drives member loyalty – Our members have made their experience expectations clear, it is not just about a transaction, it's about relationships. You can no longer win just by creating your brand and launching your brick and mortar. To be competitive you need to humanize your brand and find ways to reach and develop deeper connections. 

How does personalization look in action? Here are a few examples of how you can achieve this through personalized marketing strategies and why they work:

1. Personalize the member experience by speaking directly to your audience – To deliver an unparalleled personalized member experience you must first do your diligence in collecting the right insights and data to understand your customer. From there take a data driven approach to architect your brand experience and marketing strategy. No matter how large you think you’re broadcasting your message, everybody experiences your message individually, so the more you can personalize this, the better you can achieve what feels like a 1:1 sensation and achieve higher conversion rate.

2. Personalize the member experience with dynamic retargeting ads – These can be mobilized based on past behavior. For example, after searching for a new dress and viewing an ad for the 100th pair of workout leggings that I definitely do need, but hadn’t pulled the trigger on, an ad displayed on my Facebook page. It was a small ad, but it kept the brand top of mind and encouraged me to complete my purchase before I missed out.

3. Personalize the member experience with the right offer –Some customer segments are more likely to convert when incentivized with a sales promotion whereas others have high intent to purchase and don't need an incentive. Making an assumption that your consumer profiles are the same industrywide, will lead to lost revenue, eroded margins, and will damage your brand perception. Machine learning and AI have opened the doors and can empower even small brands to engage in intent based marketing. By understanding your Core Customer Profiles and doing a little AB testing, you can identify at the household level, the targets you should go after, the offer they will respond to, and the channel best to reach them. 

4. Personalize the member experience with service line optimization – Today’s consumers expect personal recommendations. Sites like Amazon, Netflix, and Hulu adapt their recommendations based on the user's past behavior. To improve uptake in the services you offer, use the data sets you’ve acquired to easily identify the individuals more likely to engage in your services such as Personal Training or Group Fitness. Individual members should be served these recommendations through an Omni Channel approach in your app, website, ads, and social media.

The brands that will lead the way into the future of fitness are the ones that understand the need to personalize and use data to understand and reach their audience. At Motus CI we use industry leading consumer analytics to cut through the marketing clutter. 

Founded by business owners and operators with over a century of collective experience running businesses and frustrated with wasting marketing budgets on low ROI saturation practices; our team developed the MOTUS analytics platform. Our proprietary workflows go beyond basic demographics, enriching your customer data with a wealth of key data attributes from secure sources. The result is the most comprehensive customer profiles available, which highlight who your customers are, where they live in your trade area, and how they prefer to be engaged. 

Let us help you unlock your brand’s true potential. Contact us for a free Core Customer Profile of your club today.