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David Lloyd Leisure

Optimising channel performance across 96 David Lloyd Clubs

In a sector being heavily disrupted by an influx of low-cost national competitors and trend-led London-centric boutique gyms, David Lloyd Clubs needed to protect its position as market leader and continue to grow the business on the trajectory it had been experiencing over the past three years.

DLC recognised the business case for investing more marketing budget to drive increased share of voice, but this could not be at the expense of response. The increased spend had to result in a growth in membership.

Shortlisted at Performance Marketing Awards 2020

What we did

By using data to get under the skin of channel performance and audience penetration by each of their 96 clubs, we could identify new media opportunities to bring this premium differentiation to life at a local level in a relevant and compelling way. This would ensure that we delivered the highest effectiveness for our marketing spend.

What we did

In surfacing locally relevant reasons to engage with the club or bringing to life relevant and compelling reasons aligned to audience insight, we took a rigorous and granular approach to data and used it to identify new opportunities to make real human connections with potential members.

Throughout the campaign we achieved an average monthly uplift of at least +10% in enquiry volumes which we did successfully without increasing the total CPE by optimising channel headroom using our econometric study, thus improving overall effectiveness.

  • 10%

    Uplift in enquires

  • 0

    Impact on Cost Per Enquiry

2019 was a transformational year for David Lloyd Clubs’ marketing. In a highly competitive market, our commitment to using data to surface insights that we could then use to better engage and attract new members ensured that we had a year of outstanding results. This was a real team collaboration, from our in-house marketers and insights team, through to the amazing support, guidance and innovative execution we got from working with The Kite Factory and TBWA Manchester. James Burton-Lee, Head of Customer Acquisition and E-commerce

Our work

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