Club Pilates Ads: Right People, Right Message, Right Time

We asked Jessica Yarmey, chief marketing officer at Club Pilates, how she creates online ads that engage customers, build loyalty, and get results. Here's what she told us.

At Club Pilates, our acquisition strategy in the digital space is built around reaching the right people with the right message at the right time. We define our "right people" by pulling top customers and building look-alike target audiences based on that information. Defining our audience in this way increases the likelihood of our content being relevant and providing value.

We push the "right message" by using different versions of digital and social creative to speak to different demographic segments in a way likely to drive a desired action. While blatant personalization can come across as creepy to consumers, personally relatable content is expected in digital marketing and leads to higher engagement and stronger campaign results.

We aim to communicate at the "right time" by analyzing our current time of the day and week online traffic, scheduling online ads to push our greatest ad spend to those critical windows. Our potential clients are actively searching for information and looking to engage with us in certain time windows, so we want to be ready with relevant ads and information.

Today's digital landscape also enables us to evolve campaigns as results come in, giving us tighter control over lead flow and member count during any window of the calendar. As an example, where we see a certain creative version driving a higher percentage of results, we can quickly flow more dollars to that version. Or if we see a certain audience converting at a high percentage, we will shift the campaign toward that audience to drive lead count.

With the digital tools available to us, marketers can build ad campaigns with very granular targeting and on-the-fly adjustments that drive predictable acquisition campaign results. In any results-driven organization, including Club Pilates, that kind of visibility and predictability is critical to marketing success.

 Jessica Yarmey is chief marketing officer at Club Pilates, which expects to have more than 600 locations open by year-end. Learn more at www.clubpilatesfranchise.com.