The VoicE Q3
Millennials are
said to be the most
brand-loyal
generation ever
I found this statement to be very
surprising until I started talking to my
17-year-old son, who verified he is
fiercely loyal to certain brands like
Nike, Apple, Under Armour, Netflix,
and Google.
So, I asked him, “why?”... and he told
me: “Because they get me... Netflix and
Apple recommend my next movie to
watch and song to play based on my
last movie and song choices, Under
Armor only sends me ads about foot-
ball, Nike lets me know when the next
Air Jordans are being released. They
all “learned” only to send me the
information I’m interested in.”
These companies have figured it out
and that’s why they’re so valuable.
Every customer interaction is utilized
to create personalized messaging.
The consumer (millennial) now
expects that every conversation, phone
call, visit to a website, information
form filled out, will be integrated in
such a manner that they will only have
to provide this personal information
one time, knowing that future commu-
nications will be laser-focused on their
personal preferences.
The fitness industry faces this same
challenge: to figure out how to gather
and integrate each club member’s
information and interests so that
further personal messaging will keep
inviting them to become more involved
in their fitness goals as a club member.
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Where and how can a club store all
of the information gathered from their
member website interactions -
lead forms, front desk encounters,
membership sales, billing, new
member orientations, fitness
classes, juice-bar choices, etc.?
It can be an overwhelming process to fully integrate all of
your systems….
Website input
Lead forms
Digital guest registry
Billing and management
CRM
Sales systems
Member engagement systems
Fitness programming
Customer rewards
Storing the data is only challenge number one. The
other major challenge is how to utilize this information
to create more meaningful personalized messaging.
Personalized messaging is the way to build brand loyalty
with millennials.
Consumers prefer to only be contacted by their favorite
brands 3 to 4 times a month with information that is
relevant to them.
Once you figure out the best way to store all of
your members’ personal information for maximum
relevant data mining, the next challenge would be how
to organize it into small batches that can be directed to
various small segments of your membership.
You maximize your data to create various groups ...
“tracks” …
members who show up for the 6 AM Zumba class
members who are part of your fitness challenge program