With nine locations throughout the Dallas, Texas area and growing, Texas Family Fitness needed a marketing partner that could reduce the marketing headache and ensure positive ROI. Here, Brooks Johnson, the vice president of operations of Texas Family Fitness, explains how Epsilon has provided them with that and more.
CS: How were you introduced to Epsilon and why did you decide to partner with them?
BJ: We were introduced to Epsilon by way of Epsilon acquiring one of our former marketing partners. Epsilon offered new ways to approach marketing using highly targeted data and digital techniques that had been proven effective. When we first engaged with Epsilon we were primarily using direct mail to acquire new customers. While we still experience positive results with direct mail through Epsilon, we know today’s consumers connect with gyms in many ways. Smartphones, tablets and home computers enable prospects to connect with Texas Family Fitness whenever they want and wherever they are. Having our direct, digital and social media platforms optimized to capture new customer opportunities has never been more important — Epsilon helps us pull this all together.
CS: What have been the benefits of this partnership to your business?
BJ: Texas Family Fitness has grown (and continues to grow), because we provide our members with the most valuable gym experiences the industry has to offer.
Epsilon has taken the time to understand our model and knows how all the marketing parts need to fit together – this is a big benefit for us. This allows us to focus more of our attention on running the business while they help us drive new members into the business. Epsilon’s fitness industry expertise and full service data, digital and traditional marketing is effective and efficient for the demands of our growing business.
Of course with all partnerships there are challenges and obstacles. How partners react during those times is a true test of partnership. Epsilon has always stood by us and behind their work.
We place tremendous value on knowing we can count on Epsilon to be there for us.
CS: What have you learned about marketing thanks to Epsilon’s guidance and support?
BJ: With the speed of marketing these days, it’s good to have a company like Epsilon at your side. They are setting the pace for many of the industries marketing strategies. They’re experts at data and have a powerful digital toolset. With Epsilon’s help, we’re now combining online and offline data to best drive new customer acquisition – these are exciting times. Under the leadership of our new CEO, Aaron Watkins, Texas Family Fitness is making significant moves to make our brand even more known throughout Texas. Having a company like Epsilon to collaborate with and often guide us through the omni-channel marketing world makes us more confident we’ll hit our goals.
CS: Has working with Epsilon positively surprised you in any way?
BJ: For being such a large company, I’d say the most pleasant surprise is their relatively nimble way of doing business. This was one of my early concerns when we first started working together. They manage the majority of my marketing initiatives from the development and management of our website and monthly direct mail campaigns to a full suite of digital services including, pay-per-click, display advertising, search and social media management. They’ve really proven that they can jump through hoops and deliver on so many of the things we ask of them.
CS: What else can you tell club owners about the benefits of working with Epsilon?
BJ: Epsilon will take the time to truly help you understand your trade area and put marketing strategies in place that will be specific to your exact business needs. Epsilon sees things other agencies don’t because of their industry experience and data assets — this saves you a lot of headaches and money.
For more information on Epsilon and how it can improve your business, visit http://epsilonlocal.com/.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
