Franchising Today - Summer 2016 - 106
artist they want to see. Wizard World
had no way of collecting data on that
By working with Clutch, Wizard
World created a loyalty program
that encouraged all guests to enroll
through incentives such as a guaranteed photo opportunity with their favorite character.
"They're making the benefits worthy of you providing them the information," Marg explains.
Ultimately, what Wizard World
wants to know is what draws a person
to its conventions. For those people
it wasn't reaching, the company also
now knows where they are located,
what the potential is for a new show
and what size venue it should book
based on the size of that audience.
Through its data analysis, Clutch and
its clients are able to bring information from across multiple areas into
one useable service. A person responsible for ecommerce at a brand might
have different motivations and data
sets than the person in charge of operations, but combining that information results in a more complete picture of the customer. "Someone from
marketing wants to see it all because
they're trying to move the needle for
the entire business," Marg says.
Brands that are generic about their
marketing are more likely to seem out
of touch to the end customer. A male
who joins a beauty products mailing
list after buying shaving cream is like-
ly to tune out that brand if he starts
receiving emails about lipstick. Marg
says customers today expect their
brands to know them.
Having a fuller data set allows Clutch
AUDIENCE BUT ALSO
LET YOUR AUDIENCE SPEAK TO YOU."
- BRAD MARG
and its clients to create a highly relevant campaign individualized to customers and more likely to see results.
The specifics matter. When a message
from Meineke is accurate about the
type of service the vehicle last received
it results in a 25 percent increase in future service, according to Harrington.
"Relevancy drives affinity and affinity
drives loyalty," he says.
That communication must also go
two ways. Customers need to be able
to tell the brands how they want to