Building and Applying Behavioral Profiles of Members.
After completing the interview process, Conduit refined the data set into a series of behavioral and partial psychographic profiles by which Fit Factory could identify the “right types of members” for them, given their model.
The team at Fit Factory shared our belief that people in general, do not want to be “sold” things. They understood that the best possible business decision for them, was to align their brand attributes and services with those people who were most likely to value them.
With the customer narrative and preliminary segmentation in place, Conduit moved to marry the Personality Profiles with actual buying behaviors. The result was a true “value” that could be placed on these personas across all revenue tiers. This allowed both Conduit Innovation and Fit Factory to establish the true potential of a member of a certain profile, in services, longevity, attrition rate etc.
With this in place, Fit Factory was also able to back into an acceptable acquisition budget for members of certain types built from actual data. Given the omni channel nature of marketing in the Fitness Industry, attribution is a real challenge. Armed with the information provided by Conduit Innovation, Fit Factory was now able to structure marketing campaigns by intent as opposed a mass marketing/coverage-based approach.