How to Transform Customer Data into Customer Advocacy
"I've been best in my career when the data is telling me things about my customers."
Actionable data is the key to creating lasting relationships with customers, transforming them into brand advocates.
When you know your customers, you know how to meet (and exceed) their needs.
Orangetheory's Dave Sims is more than a franchisee - He recruited his daughter to join the movement. Today, she's the Head Coach of her Austin studio.
This episode of Analytics Unplugged dives into turning customer data into customer advocacy. Buxton's Marketing Specialist, Katie Wayles, meets with Dave to talk Gym Tinder, fat-splat tattoos and how he uses data to build a loyal customer base who "drinks the orange Kool-Aid."
Which brand logos do people get tattooed on their body?
Disney, Nintendo and Harley-Davidson are the most popular brand tattoos (Statista, 2023). What do they all have in common? Community.
According to Cult Branding, there are many psychological reasons people "brand" themselves with logos of their favorite companies:
Membership into Social Groups
Finding Meaningful Associations
Connecting with Ideals
Orangetheory's community-centered business model is comprised of the three pillars above, which explains why their members are so involved with the brand. By fostering a sense of community, you transform average customers into lifelong advocates.
In Analytics Unplugged Episode 6, Katie and Dave talk about how Orangetheory has built a community of members, connecting regulars with events like "No Shower Happy Hours" and gym-versaries
Join us as we explore how Orangetheory became more than a gym to its members, and instead became a brand worth tattooing on their bodies.