CONSUMER MARKETING
CMOroundtable
“WHAT CHANGES TO YOUR MARKETING STRATEGIES
AND TACTICS DO YOU PLAN FOR 2016?”
Brooke Budke
Chief Marketing Officer
Title Boxing Club
The past year brought numerous new developments and milestones in social media and social networking. From the rise
of live streaming on social
platforms like Periscope, to
instant short-lived videos on
Snapchat, to the 1 billion users who use Facebook on a
daily basis, brands are being
tasked with finding new ways
to engage with their customers and fans. Whether your
followers deem your content
good or bad, they will tell you,
and it’s how you react that
will either win them over or
lose them as loyal customers.
As an experience-based brand, Title Boxing Club’s social success depends largely on
the quality of the relationships we build with
our audience, meaning the brand campaigns
must live online and also be manifested in
physical form in our clubs. We encourage our
franchisees to give their local communities
a “sneak peek” inside their clubs through
engaging posts, photos, and special events.
For example, this past November we had
a social campaign called “Planksgiving,”
encouraging followers to give planks and
thanks all month, while inside our clubs
the trainers guided members through a
30-day plank calendar to strengthen their
core. The power of social influence is undeniable, and our brand puts a large emphasis on sharing best practices with our
entire system, which helps to ensure that,
as a brand, we are giving people a reason
to follow and engage with us.
A successful social media strategy combines building brand awareness and bringing the company closer to its core follower
base. To evaluate if a strategy is successful
you need to analyze the results. We pay
close attention to the time of day, type of
post, and amount of engagement we receive
on our social channels. Often we have content designed to drive conversation, while
other posts are meant for brand awareness
or showcasing what’s happening inside the
clubs across the country. Our national and
regional PR approach also fuels our social
pages with third-party credibility: followers
love to see their favorite workout featured
in the pages of Women’s Health or Shape
magazine.
It’s a fun thing to tap into
the power of social influence
to bring a brand to life—and
yet, a wild adventure for a
marketer to keep up with
the ever-changing trends and
technologies. Overall, as social media and social network
platforms continue to evolve
and grow, they will undoubtedly become an even more
integral part of the online
experience and a critical part
of business growth.
Lori Shepard
Senior Director, Digital Experience
Waxing the City, Anytime Fitness
With both of our brands, Waxing the City
and Anytime Fitness