When it comes to lifestyle brands, Equinox makes a pretty good case for itself. What started out as a luxury gym has evolved into a hospitality brand, talent agency, digital magazine, and more. Leading the lifestyle charge is CMO Vimla Black Gupta, who believes that her role is all about understanding her customer as a whole.
“Marketers now need to start thinking about the customer more holistically and about the experiences they are giving them,” said Gupta. “We need to help them realize the lifestyle that’s going to help them attain their goals.”
On this week’s episode of Making Marketing, Black Gupta sat down to talk with us about the Equinox lifestyle, the art of mastering your own data, and how they expanded into a talent agency and hospitality brand.
Below are excerpts from our conversation with Black Gupta, edited for clarity.
It’s about a lifestyle, not a product
“You go to strategy meetings and they used to be about ‘we’re going to launch this product in this quarter, and this product in next quarter.’ Well now it’s about ‘what’s the experience that you’re going to provide for this consumer, so he or she can realize this fundamentally beautiful lifestyle,’ because that’s what, at the end of the day, is really going to dictate your beauty. So the merging of beauty and wellness has fundamentally changed companies, but, quite frankly, it’s also created seismic opportunity.”
The luxury and responsibility of owning your data
“We have to be data masters. We have the luxury of owning all of our data, we sit on a wealth of data, but it’s really up to us to figure out what we do with it. So, as marketers, our roles have become much more technical, and the skill sets that we need are changing and evolving over time. We really want to get people who not only understand the data, but ask what you do with it. How do you create a dialogue with your consumers and use the data to enrich their lives even more?”
A brand with built-in influencers
“You should only get into media if you think people want to hear what you have to say. Honestly. What we have learned is that everyone wants to hear what we have to say, whether it’s a regular consumer, or a wellness junkie, or avid traveler, they want to hear what we have to say and I think it’s because we fundamentally represent lifestyle. If you think about it, we sit on a hotbed of media personalities through our trainers and instructors, these built-in experts that are super fun to look at, and everyone wants to hear what they have to say. I hate the word influencers, but they are. They are the fundamental influencers.”
Creating a dialogue from beginning to end
“Customer acquisition for us, like any brand, is critical. It’s everything. But more than acquisition, for us it’s about having a constant dialogue with our current and future members at every stage of the funnel. Whether it’s about creating awareness for our brand, to actually converting them to be a member, every step of the way is super important. So at the very top it’s about finding them and getting them in, but then it’s about keeping them. Yes, we are doing a lot right now, but we have to because for us, retaining our members is about overdelivering for them every day.”
How EA plans to compete with Fortnite and Roblox in the metaverse
EA didn’t use the word “metaverse” a single time during its Q3 2023 earnings call — but the game developer has clearly taken note of the revenue-generating potential of virtual platforms powered by user-generated content, or UGC.
‘A shift in the marketplace’: Media agencies’ influence over programmatic is growing
The big media agencies are asking ad tech vendors to create tools they can use themselves to separate the wheat from the chaff in the open auction.
Tinuiti’s Q4 digital ads report shows soft pricing but promise for performance channels
Tinuiti's analysis of fourth-quarter activity shows most corners of the digital media landscape saw less than stellar financial results.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.