How Core Customer Profiles Benefit Health Clubs

Erin Oncken, the director of sales and marketing at MOTUS CI, shares best practices for improving your targeted marketing strategy.

It’s no secret that saturation marketing isn’t working. Even though marketers know this, they continue to use it as the foundation for their strategy. Operators tend to believe if they put enough money into saturation marketing and create enough noise, customers will see their product or service and choose them over their competitors. The reality is saturation marketing has been replaced by a new type of targeted strategy that identifies a specific quantity of potential customers at the household level.

Personalized Marketing is Winning

Businesses know personalized marketing is better, but many don’t know how to understand their target audience. Personalized marketing is more effective, engaging, relevant, memorable and measurable than mass-marketing techniques.

So, what does “personalized” really mean?

Personalized marketing uses a core customer profile — this goes beyond the typical demographic data used to segment customers — age range, income level, etc. — by identifying their specific interests and needs, helping businesses tailor messaging in a meaningful way.

Core Customer Profile

The core customer profile is a targeted marketing strategy that helps clubs identify and market to their best customers. It starts with identifying the most valuable members, then creates an experience for them that makes them feel special. This allows businesses to focus efforts on getting these members more engaged in their clubs so they can stay longer, spend more money and help you bring in new members like them.

The core customer profile provides the intelligence needed to understand your brand’s audience, but the real magic is the ability to activate that intelligence. It’s designed to help brands drive growth by exposing insights on a human level through technology.

This gives club owners a “cheat code” to gain market traction and attention.

Creating Successful Targeted Marketing Strategies and Campaigns

A core customer profile is an individual-level customer data collection tool that helps businesses understand the key attributes of their most valuable customers. It’s a great way to identify specific characteristics, and then use those insights to create targeted marketing strategies and campaigns.

One way to use a core customer profile is by analyzing past purchase behavior data — such as age, gender, location, household income level, etc. — along with other important demographic information like ethnicity or religion. This information helps businesses to identify those individuals that look most like their current customers and who are most likely to purchase services from you in the future. When businesses are working to grow, targeted marketing is the way to go. Just because a customer is targeted doesn’t mean they’re guaranteed to respond. That’s where core customer profiles come in.

When businesses build knowledge and understanding around core customers, they gain detailed insights helping them to target their most valuable customers. Core customer profiles provide the knowledge needed to make a marketing strategy that converts beyond the statistical norm.