The Gold’s Gym journey of discovery and brand evolution through audience insights.
The age of the customer experience is upon us, and it is critical that brands develop a strategy to break through the sea of sameness. When it is time for a brand to move forward, it may also need to expand the customer set. For many marketers, the urge has been to find and target the ideal best customer and get them to buy more. This white paper explores a different approach: How one of the world’s most recognized brands used new research, key audience insights and analytics to set a new path. New and emerging consumer patterns were synthesized against an expanding set of innovative offerings to develop a marketing strategy that hyper-targeted a spectrum of best customers who could find what they need at Gold’s Gym, creating a personalized experience for all.