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Utilizing AI to Drive Member Conversion

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David Steel, the chief viral officer at Sneeze It, shares how to utilize artificial intelligence (AI) to drive member conversion.

Every gym owner wants to convert more prospects into members, but what do consumers want?  

For as long as I can remember, advertisers have produced ads based on branding and the gut instincts of their creative teams.

Today, there’s a monumental shift happening. Advertisers have begun combining human intuition with artificial intelligence (AI) to produce some of the highest converting ads we have ever seen. Along with this, AI has also helped marketing teams plan long-term creative direction and strategies.

Without understanding its power or potential, the majority of our population is already utilizing AI in their everyday life. It’s a far cry from the future that’s depicted in sci-fi movies and much more like being recommended a movie on Netflix or asking Siri to find the closest gas station. The real magic behind AI is that it’s so intuitive, most people don’t even realize they’re using it.

Many of the world’s leading gyms and fitness brands are starting to increase their return on ad spend by using powerful machine-learning algorithms to make smarter creative choices.  

AI has the ability to see an image, sense tone, read copy and dissect — metaphorically — a company or brand’s digital footprint. That’s one of the many reasons marketing teams are able to make more informed decisions about both current and future advertising campaigns.

Why is AI so good at predicting the future? Data, data and more data. Fun fact, 90% of the world’s data was created in the past two years. Think about that for a second, the beginning of time to 2019 only accounts for 10% of the data we have today.

The sheer size of data combined with faster computers has allowed for finding patterns and asking questions that we haven’t thought of previously. These machines are programmed to think like a human would, analyzing and comparing billions of pieces of data to build an algorithm that’s designed to complete it’s goal. The goal in this case is to influence consumers to buy a membership.

Harnessing the power of AI is a lot easier and more attainable than you might think. Cheat sheets compile industry data on a weekly basis to help gym owners understand which creative aspects will have a favorable impact on ad performance.

One question I’m often asked is, “If everyone is using AI, won’t all ads eventually look the same?”  The simple answer is no. Though there are definitely suggestions that may be similar to one another, when you take audiences into consideration, yours will look different than your competitor’s down the street. That in itself, is what makes this technology so effective. The right person, seeing the right ad at the right time.

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David Steel

David Steel is the chief viral officer at Sneeze It. He can be reached at dsteel@sneeze.it or visit sneeze.it.

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