{"id":570,"date":"2017-10-10T23:32:21","date_gmt":"2017-10-10T23:32:21","guid":{"rendered":"https:\/\/theadclub.org\/mid2017\/?p=570"},"modified":"2017-10-16T18:42:24","modified_gmt":"2017-10-16T18:42:24","slug":"acquisition","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2017\/2017\/10\/10\/acquisition\/","title":{"rendered":"Acquisition"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Acquistion<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>Trilia<\/strong>&nbsp;for Planet Fitness<br \/>\n<\/span><\/h3>\n<p class=\"p1\" style=\"text-align: center;\"><span class=\"s1\">Predictive Analytics Drive New Member Acquisition<\/span><\/p>\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\">&nbsp;<\/span><\/h3>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/trilia-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/trilia-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/trilia-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/4FDWiXir7MA?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 6\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>With 1,200 locations, Planet Fitness was the fastest-growing gym in the country. But in 2016, with health and fitness spending at an all-time high, new entrants to the discount-gym market threatened to dilute Planet Fitness\u2019 reign. Long known for its hard stance against \u201cgymtimidation,\u201d Planet Fitness needed to refresh its place in the marketplace, while staying true to the brand\u2019s \u201cJudgement Free\u201d heritage. They knew that growing gym membership base and continuing to capture new mind share was key to longer term success in the market.<\/p>\n<p>Enter Trilia. Trilia\u2019s integrated approach to tackling Planet Fitness\u2019 competitive challenge leveraged proprietary research and historical data to fuel predictive analytics. Approaching new member acquisition strategically required a keen understanding of the current member base, future member base and links between the two behaviorally, qualitatively, and predictively. Predictive analytics helped Trilia answer \u201cWho would join?\u201d, \u201cWhy would they join?\u201d, \u201cWhere would they join?\u201d Understanding key behavioral and media consumption patterns within the current and desired future audiences allowed Trilia to effectively reach an audience that was highly probable to convert.<\/p>\n<p>Using predictive analytics to define a precise acquisition strategy surrounding the ideal mix of digital platforms (social, search, etc.) at an ideal R\/F and SOV, Trilia proved incredibly successful. Within two weeks of the campaign start and with at budgets YoY, the January 2017 New Year\u2019s promotion was Planet Fitness\u2019 most successful promotion to date. Planet Fitness saw its highest number of joins in its quarter-century history. In fact, response was so high that Planet Fitness experienced its rst ever website crash! (There aren\u2019t many reasons you can be happy about a website crash!) Ultimately, Trilia\u2019s use of predictive analytics and proprietary research to drive a precision approach yielded massive efficiency and KPI dividends that successfully aided in moving the brand from challenger to leader in the category.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Acquistion Trilia&nbsp;for Planet Fitness Predictive Analytics Drive New Member Acquisition &nbsp; With 1,200 locations, Planet Fitness was the fastest-growing gym in the country. But in 2016, with health and fitness spending at an all-time high, new entrants to the discount-gym market threatened to dilute Planet Fitness\u2019 reign. Long known for its&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-570","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2017\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/570","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/comments?post=570"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/570\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/media?parent=570"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/categories?post=570"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/tags?post=570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}