analyses c an be done b y oper ationalizing these v ariables dif ferently,  let’s assume her e tha t recency refers to the r ecency of the last  purchase in da ys, fr equenc y to the fr equenc y of pur chases o ver  three mon ths (or a quar ter), and mone tary value to the total amoun t  spen t during this period.  Firms will o ften star t by indic ating the e xact number associa ted  with e ach v ariable and mo ve to cr eate c ategories f or e ach. For  example:  Recency Frequency Monetar y  value  1 Very  recent Very  frequen t High  value  2 Recent Frequen t Medium  value  3 Not  recent Infrequen t Low value  They will perf orm their anal ysis wi th these c ategories.  We can then cr eate segmen ts by combining these toge ther. The  following table sho ws e xamples o f such segmen ts, wher e “x” stands  for an y number (i.e., i ts value is not impor tant for def ining tha t  segmen t).  Segmen t Recency Frequency Monetar y  value  Best  customers 1 1 1  Loyal  customers x 1 x  Big  spenders x x 1  Lost or  almost  lost  customers 3 1 1  Thrif ters 3 3 1  224  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers


Then, e ach customer will be c oded base d on the c ategories cr eated  above, as sho wn in the f ollowing table.  Customer Recency Frequency Monetar y  value  Jack 3 3 1  Jill 1 1 1  Bill 3 1 2  Sean 3 1 3  Raymond 2 2 2  Tom 1 1 1  Tina 3 3 1  Mariah 2 3 2  Sanjit 1 3 3  Todd 1 2 3  Becky 1 1 1  Seth 2 3 2  Caroline 3 2 1  This allo ws f irms to c ategoriz e customers in to the c ategories just  created (e.g., best customers, lo yal customers, e tc.). These  categories o f customers c an help de cide which segmen ts to  concentrate on and wha t kind o f str ategy to use to engage  customers. Examples c ould include perf orming r etention  campaigns wi th big spenders, r ecuper ating almost lost customers,  or mo ving lo yal customers to incr ease their mone tary value o ver  time. A f irm c ould also tar get its best customer segmen t: send  an appr eciation le tter, anal yze their personal pr eferences for mor e  personaliz ed offers, or gener ally de velop str ategies to k eep this  segmen t hig hly satisfied.  Althoug h simple, RFM anal ysis is a useful tool to f oster  engagemen t. A mor e thor ough anal ysis c ould c ombine RFM wi th  personas and e valuate whe ther personas also shar e commonali ties  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  225


or dif ferences in their pur chasing beha viors, le ading to the cr eation  of even mor e personaliz ed campaigns.  Net P romoter Sc ore  Another appr oach to me asuring customer sa tisfac tion and  engagemen t tha t is widel y used is the net pr omoter scor e (NPS).  Describe d by the Harvard Business R eview as “the one number y ou  need to gr ow,” NPS is associa ted wi th a sing le, one question sur vey  base d on customer engagemen t tha t has sho wn o ver time to be a  great predictor o f firm suc cess.  To calcula te the NPS, a f irm f irst asks the f ollowing question  to its customers: “H ow lik ely is i t tha t you w ould r ecommend our  compan y/produc t/ser vice to a friend or c olleague ?” (N ote: NPS has  also be en use d in the past wi th other t ypes o f responden ts, such as  emplo yees or r esellers, depending on which popula tion a c ompan y  wants to me asur e). Responden ts ar e ask ed to answ er using a 0 to  10 sc ale, wi th 10 being “ extremel y lik ely” and 0 being “ not a t all  likely.” The NPS is then c alcula ted by subtr acting the per centage  of detractors fr om the per centage o f promoters. The r esult r anges  from − 100% ( all de tractors) to 100% ( all pr omoters ) (Figur e 9.1).  Figur e 9.1 Net Pr omoter Scor e  Promoter s are those who answ er 9 and 10 . The y are satisfied, lo yal  226  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers


customers tha t will def initely recommend a br and to others. The y  are consider ed to e xhibi t value-cr eating beha viors, such as r epeat  buying, hig her a verage bask et, and longer r etention time. The y  account for most r eferrals for a br and. Firms ar e ad vised to le arn  from pr omoters: W hat mak es them so sa tisfied and engage d? Do  they belong to a spe cific persona ? How w ere the y ac quired?  Promoters c an be use d to iden tify a winning f ormula tha t can  poten tially be r eplic ated with other customers.  Passives are those who answ er 7 and 8. The y ar e sa tisfied  customers who mostl y neutr al about their e xperienc e with a br and.  Firms ar e advised to w ork toward converting passiv es to pr omoters.  Detr actor s are those who answ er 6 or less. The y are gener ally  unhapp y customers tha t will not r ecommend a br and to others.  They mig ht engage in v alue destruc tive beha viors, such as nega tive  word of mouth. The y ha ve a hig h churn r ate. Firms ar e ad vised to  recover de tractors. The y can also ask themsel ves questions similar  to those f or pr omoters: W hat mak es them unsa tisfied wi th the  brand? Do the y belong to a spe cific persona ? How w ere the y  acquired? For e xample, if a f irm le arne d tha t spe cific a persona  was responsible f or most de tractors, tha t should af fect its futur e  strategy in terms o f wher e to de dicate customer ac quisi tion ef forts.  Engaging Customers in Co-Cr eation  Activities  Co-cr eation refers to the join t creation o f value b y a c ompan y and  its customers ( Prahalad and Ramasw any 2004 ). Nowadays, most  marketing ac tivities c an be c o-cr


any 2004 ). Nowadays, most  marketing ac tivities c an be c o-cr eated wi th c onsumers, whe ther  those ac tivities be mar ket research, pr oduc t inno vation, ad vertising  campaigns, or customer suppor t.  We can c ategoriz e consumers in to two br oad c ategories o f co- creators. The f irst c ategor y is c ompose d of user inno vators or lead  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  227


user s, hig hly in volved and hig hly compe tent consumers who  participa te in c o-cr eation ac tivities to answ er their o wn ne eds or  desir es. This is the kind o f co-cr eator tha t MIT pr ofessor Eric V on  Hippel has be en stud ying sinc e the mid- 1980s. Le ad users ha ve been  found to c o-cr eate value wi th firms in div erse mar kets, such as  3M and sur geons in the me dical industr y, ama teur and pr ofessional  athletes in spor ts as v aried as windsurf ing, r ollerblading,  snowboar ding, and r odeo ka yaking ( e.g., Shah 2003 ), or c omputer  geeks and open sour ce software in IT ( Von H ippel 2005 ).  The se cond c ategor y of co-cr eators is everyday consumer s.  These c o-cr eators ar e pe ople who ar e not par ticular ly involved in  a produc t categor y or par ticular ly compe tent. The y will pr obabl y  not benef it from their c o-cr eation ac tivities. The y par ticipa te in c o- creation ac tivities be cause i t ser ves their ne eds (e.g., taking on the  role o f a cler k when using an A TM or self -che ckout), be cause i t is  part of their ac tivities wi th a c ompan y (e.g., c o-cr eating c ontent  when w e post social me dia c ontent), or be cause i t is fun ( e.g.,  participa ting in a c ontest wher e we can choose the name o f a  produc t or r edesign an ad).  A useful tool f or thinking about ho w consumers c an par ticipa te  in co-cr eation ac tivities is the v alue chain. The value chain  is a tool  that helps c onceptualiz e wher e value is cr eated in f irm ac tivities.  For e xample, the mar keting func tion c an be thoug ht


For e xample, the mar keting func tion c an be thoug ht of as the se t of  activities sho wn in Figur e 9.2 (text version here), thr ough which a  firm cr eates v alue f or itself and i ts customers.  Figur e 9.2 Value Chain / Text Description  228  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers


Each o f these ac tivities c an cr eate v alue. For e xample, mar ket  research cr eates v alue b y leading to a be tter understanding o f  consumers and their ne eds. I nnovation helps cr eate pr oduc ts tha t  addr ess those ne eds. Pr oduc tion cr eates v alue b y turning a c oncept  into r eality. Mar keting cr eates v alue b y attracting sales and  customers, and sales cr eate value b y making these sales happen  and distributing pr oduc ts to c onsumers. Customer suppor t creates  value b y maximizing r etention and sa tisfac tion.  The v alue chain helps us understand ho w to c o-cr eate value wi th  consumers b y emphasizing wher e the y can cr eate value. Le t’s see  how value c an be c o-cr eated during e ach o f these ac tivities.  For mar ket research, one o f the most ob vious w ays tha t  consumers c o-cr eate value is b y sharing their opinions wi th firms.  For some c ompanies, this me chanism has be en formaliz ed outside  of ad hoc r esearch ef forts. For e xample, De Walt se t up an “I nsight  Communi ty,” which the y use to send se veral sur veys per w eek to  interact wi th c onsumers. B y using this c ommuni ty rather than  traditional mar ket research firms, the y estima te the y saved about  $5 million  in mar ket research costs in 2016 alone . Another e xample  of value c o-cr eation in mar ket research is cr owdsour ced mar ket  research f irms such as T rendwatching. T rendwatching publishes  regular r epor ts on emer ging tr ends in dif ferent mar kets. T o create  these r epor ts, the y rely on an in terna tional c ommuni ty of trend  watchers tha t are par t of its TrendWatching Global I nsight Network  (tw:in) who ar e task ed wi th spot ting emer ging tr ends and sharing  them wi th


who ar e task ed wi th spot ting emer ging tr ends and sharing  them wi th the c ompan y.  For design and inno vation, ther e are man y examples o f companies  who ha ve task ed consumers wi th coming up wi th inno vative ide as.  Examples include ini tiatives wher e everyday consumers discuss  new pr oduc t ide as wi th firms, such as Lego I deas and BMW Co- Creation L ab. Other ini tiatives pi tch le ad users in c ompe tition  against one another , such as the Heinek en Open Design  and the  Anheuser -Busch “King o f Beers.”  At the pr oduc tion stage, e xamples v ary. In our e veryday lives, w e  all contribute to c o-pr oducing social me dia c ontent, which w e then  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  229


consume fr om one another . Social me dia is mostl y a c o-cr eated  activity. Althoug h we all f ollow celebri ties wi th audienc es of varying  sizes, c ontent produc ers ar e often other c onsumers lik e you and  me. The business model o f social me dia f irms aims to pr ovide a  platform f or co-cr eation ( and mone tize this pla tform wi th ads ), but  users ar e those who pr oduc e wha t is c onsume d. For ma terial  produc ts, ther e is some hope tha t the rise o f 3D prin ting will le ad to  consumers being able to c o-pr oduc e produc ts at home. Ev en toda y,  designs c an be do wnloade d online, and c onsumers ar e responsible  for manufac turing the pr oduc t at home. This e choes other “ maker”  activities, such as se wing or kni tting, wher e making some thing is  the c onsumption ac tivity (e.g., making a shir t from a pa ttern).  Produc t customiza tion, such as NikeID, is also an e xample o f the  co-pr oduc tion o f produc ts sinc e consumers ar e task ed with making  design de cisions.  For mar keting, an y mar keting c ampaign base d on w ord of mouth,  such as vir al mar keting, is a co-cr eated mar keting acti vity. In such  campaigns, c onsumers be come c o-cr eators o f the c ampaign b y  participa ting in i ts dif fusion. Shar eable c ontent, such as S potif y  yearly “Wrappe d” or mor e traditional en tertaining ad vertisemen ts  such as Dietz & W atson Die tz Nuts  recruit consumers who be come  channels thr ough which ads ar e dif fused. In other c ampaigns, such  as hash tag c ampaigns , consumers’ r ole as c o-cr eator is heig htene d  as the y also c o-pr oduc e content.


is heig htene d  as the y also c o-pr oduc e content.  Similar ly, sales c an c o-cr eated by consumers when the y shar e  produc t links or pr omo c odes or when the y contribute to  companies’ sales pi tches b y wri ting testimonials or posi tive reviews.  Lastly, consumers r egular ly co-cr eate customer suppor t. Forums  wher e consumers answ er e ach other questions, such as Apple  Suppor t Communi ties or Tesla Forums , co-cr eate customer  suppor t. Consumers similar ly answ er one another’ s questions in  different ways, such as in c ommuni ties not dir ectly owned by  brands. The y also cr eate content on blogs and social me dia channels  such as Y ouTube to e xplain ho w the y addr ess some issues the y  might have fac ed.  230  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers


Exer cises  You ar e Spikeball  (see the f ollowing vide o):  A video element has been e xcluded fr om this  version of the te xt. You can watch it online  here: https:/ /opente xtbooks. concor dia.ca/ digitalmar keting/?p=406  We want to cr eate co-cr eation ac tivities along the v alue  chain.  Lead U sers  1. Who c ould be le ad users?  2. Find t wo co-cr eation ac tivities tha t lead users c an  participa te in.  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  231


The R emaining F our Co-cr eation  Activities  1. Find a w ay to iden tify everyday customers who ar e  most lik ely to par ticipa te wi th you in c o-cr eation  activities.  2. Find ac tivities to in tegrate those e veryday  consumers.  Note: These six ac tivities ( two for le ad users and f our f or  everyday consumers ) should tar get the six mar keting  activities o f the v alue chain independen tly, i.e., one ac tivity  for mar ket research, one f or design and inno vation, and so  on.  232  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers


About the Author  PIERRE- YANN DOLBEC  Pierr e-Yann Dol bec is an assistan t pr ofessor o f mar keting and  Conc ordia Univ ersity Research Chair in Comple xity and Mar kets  at the J ohn M olson School o f Business, Conc ordia Univ ersity. His  research tackles big questions to understand the c omple xity of  markets and ho w pe ople and or ganiza tions manage c omple xity. It  has be en publishe d in the Journal o f Retailing , the Journal o f  Consumer R esearch, the Journal o f Mar keting R esearch, and  Marketing The ory, wher e it has r eceived distinc tions such as most  cited and most do wnloade d ar ticles.   Recent me dia c overage  includes the N ational P ost, Channel N ews Asia, CT V News, Global  News, CBC, J ournal de M ontreal, Les Af faires, and Le De voir.  He has r eceived mor e than $ 700,000 in funding fr om v aried  funding sour ces, such as the Social Scienc e and H umani ties  Research Council and the Fonds Socié té et Cultur e, is an e ditorial  review boar d member o f the J ournal o f Consumer R esearch and  an instruc tor a t the J ohn M olson School o f Business, wher e he is  responsible f or the dig ital mar keting under gradua te course.  About the Author   |  233


Versioning History  PIERRE- YANN DOLBEC  This page pr ovides a r ecord of changes made to this open te xtbook  since its ini tial public ation. I f the change is minor , the v ersion  number incr eases b y 0.1. If the change in volves substan tial upda tes,  the v ersion number incr eases to the ne xt full number .  Version Date Detail  1.0 Fall  2020 Pilot v ersion r eleased  2.0 Sep 20 21 • Overall book struc ture is r eorganiz ed (e.g.  Parts, Chapters, H eadings )  • List o f Figur es is adde d  • Addi tional r esour ces and e xercises ar e adde d  234  |  Versioning H istor y


Appendix: T ext D escriptions  of Figur es  Figur e 2.2 T ypes of Segmentation ?  By Beha vior  • benef its soug ht from the pr oduc t  • how often the pr oduc t is use d (usage r ate)  • usage si tuation ( daily use, holida y use, e tc.)  • buyer’s sta tus and lo yalty to pr oduc t (non-user , poten tial user ,  first-time user , regular user )  By D emogr aphics  • age/gener ation  • income  • gender  • famil y life cycle  • ethnici ty  • famil y siz e  • occupa tion  • education  • nationali ty  • religion  • social class  Appendix: T ext Descriptions o f Figur es  |  235


By Ge ography  • region ( continen t, country, state, neig hbor hood)  • size of city or to wn  • popula tion densi ty  • clima te  By Psychogr aphics  • activities  • interests  • opinions  • values  • attitudes  • lifestyles  Figur e 2.3 R V Betty ?  Betty liv es in the suburb o f a lar ge Canadian ci ty. She and her  husband ha ve both r ecently retired. One o f their lif e dr eams is  to tr avel acr oss N orth Americ a during their r etiremen t. W hile she  doesn ’t consider herself w ealthy, she and her husband ha ve saved  enoug h during their lif etime to mak e their dr eam a r eality and en joy  their r etiremen t.  Betty is w orrie d about ho w to tr avel in an R V: how to f ind utili ty  hookups, wher e to sta y when y ou ha ve an R V, wha t happens if  you blo w a tir e, ho w to plan her r outes… She w ants an R V wi th  certain char acteristics. S ince she is r etiring ( and older ), it has to be  comfortable. She plans to spend most o f her time in i t! She also has  a great network of friends, and she w ould lik e her friends to spend  236  |  Appendix: T ext Descriptions o f Figur es


time wi th her in the R V, so she is looking a t addi tional sle eping spac e  and plen ty of room. Ma ybe she ’d lik e to host dinner time! All in all,  she’d like an R V tha t mak es her e xperienc e easy when tr aveling.  Figur e 4.2 KPIs Example ?  The obje ctive is pr oduc t awareness, which le ads to the goals: to  have users subscribe to upda tes and to ha ve users engage wi th  produc t types and f eatures. Each o f these goals is associa ted wi th  two KP Is. For the goal o f having users subscribe to upda tes, the KP Is  are ha ving c ontact forms be submi tted and ha ving email subscribe  forms be submi tted. For the user engagemen t goal, the KP Is are  virtual mirr or use and pr oduc t content populari ty.  Figur e 4.3 AARRR ?  Acquisi tion: How do y our customers f ind y ou?  Activation: How quickl y can y ou ge t to y our customer’ s “Aha  momen t”?  Reten tion: How man y of your customers ar e you r etaining, and  why are you losing the others?  Referral: How can you turn y our customers in to ad vocates?  Revenue: How can you incr ease r evenue ?  Figur e 4.4 RA CE Goals ?  1. Reach: Cr eate awareness; driv e visi ts; cr eate posi tive  Appendix: T ext Descriptions o f Figur es  |  237


interactions.  2. Act: Gener ate le ads.  3. Convert: Con vert lead to pa ying customer; cr eate lo yalty.  4. Engage: Cr eate ad vocates.  Figur e 4.8 Conversion P ath – 2nd Example ?  Path 1  1. Reach  ◦ sponsor ed Instagr am ad  ◦ outbound 1  2. Act  ◦ giveaway on I nstagr am  ◦ inbound 1  3. Convert  ◦ retargeting email c ampaign  ◦ outbound 2  4. Engage  ◦ create en tertaining c ontent  ◦ inbound 2  238  |  Appendix: T ext Descriptions o f Figur es


Path 2  1. Reach  ◦ SEO k eywords  ◦ inbound 3  2. Act  ◦ blog post wi th opt-in  ◦ inbound 4  3. Convert  ◦ retargeted Fac ebook ad  ◦ outbound 3  4. Engage  ◦ create inf orma tive content  ◦ inbound 5  Figur e 4.9 RA CE?  1. Plan: Def ine y our goals and str ategy.  2. Reach: Gr ow your a udienc e using paid, o wned and e arne d  media.  3. Act: Prompt in teractions, subscribers, and le ads.  4. Convert: Achie ve sales online or o ffline.  5. Engage: Enc ourage r epeat business.  Re-automa te: Con tinue to c ycle thr ough the stages.  Appendix: T ext Descriptions o f Figur es  |  239


Figur e 5.18 Longtail K eywords and  Conversion Rate ?  A gr aph sho wing se arch v olume vs. c onversion r ate. In the upper  left, the se arch “toma to plan t,” with an a verage o f 22, 000 mon thly  searches, has a v ery hig h search volume and a v ery low conversion  rate. “ When to plan t toma toes, ” with 3, 600 mon thly se arches on  average, falls mor e toward the middle o f the gr aph. The long tail,  wher e conversion r ate is hig h and se arch v olume is lo w, is f orme d  by the se arch “wh y are my toma to plan ts turning y ellow,” which has  only 390 a verage mon thly searches.  Figur e 5.19 F acebook Ad Obje ctives ?  Awareness Consider ation Conversion  Brand a wareness Traffic Conversions  Reach Engagemen t Catalog sales  App installs  Vide o vie ws  Lead gener ation  Messages  240  |  Appendix: T ext Descriptions o f Figur es


Figur e 6.13 Content Calendar ?  week netw ork time content  type topic copy link  week  1 week 1: M onda y, date xx /xx/xx  Facebook 07:00 New blog  post silen t  video Are you optimizing y our  video for vie wing wi thout  sound? Y ou should be. http://ow.ly 10:00 Curated  content new  features Infinite snaps, loops, and  a mag ic er aser? W oah http://ow.ly 12:00 Vide o music  resour ces Don’t risk y our vide o  being r emo ved or y our  account kille d. Here’s the  full list o f free resour ces:  http://ow.ly.tNx530b KlqN (inser t vide 15:00 Promotion produc t  launch Liftmetrix – H otsui te  impac t – N ew name and  offerings to help y ou  measur e and maximiz e  ROI: http://ow.ly/ zkjS530b KlqN http://ow.ly tNx530b Klq 17:00 Live news news  upda te A lot o f social me dia  upda tes happene d this  mon th. Le t us kno w your  reaction to these ones. (include CT Figur e 7.10 Email Automation ?  Week 1: Send email. P ossible ac tions and their c onse quenc es:  • An Unsub triggers no fur ther ac tion.  • A Non-Open ma y optionall y trigger r esending the email.  • Open, Click, S ubscribe mo ves on to Email 4 (lo yalty).  • Open, Click or Abandone d Subscribe will mo ve on to Email 2.  Appendix: T ext Descriptions o f Figur es  |  241


Week 2: Email 2 ( extra inc entive)  • An Unsub triggers no fur ther ac tion.  • Open, Click, S ubscribe mo ves on to Email 4 (lo yalty).  • Open, Click or Abandone d Subscribe will mo ve on to Email 3  (extra inc entive offer ending) and also r eceive Email 5 ( survey).  • Non Open ma y trigger telesales or a D M  Week 3: Email 3 ( extra inc entive offer ending)  • Open, Click, S ubscribe mo ves on to Email 4 (lo yalty).    Figur e 8.2 Funnel ?  Goals:  • new customer r evenue: $5M  • average sales pric e: $75, 000  • close d won c ontracts: 67  Inquiries  and W eb  Visits Leads MQLs SQLs Opportuni ties Close d  Won  Target 9550 9550 1910 382 191 67  Conversion  Rate 10% 20% 20% 50% 35%  242  |  Appendix: T ext Descriptions o f Figur es


Figur e 8.20 Landing P age Evaluation ?  Page Elemen t Elemen t Con tent Scor e  Headline “Ocean of data instan tly becomes  security intelligenc e” 0  Subhe ad Whitepaper do wnload (“ The ne xt  gener ation f irewall is her e”) 2  Hero shoot Photo o f a man holding some paper  which is par tially obscur ed 1  Intro “WatchGuar d XTM is the N ext  Gener ation Fir ewall of choic e for  businesses and en terprises alik e,  providing best-in-class ne twork security  at affordable pric es” 0  Bullets “Blazing fast thr oughput”  “Best-in-class se curity solutions”  “Advanced ne tworking f eatures” 0  Form he ader “Download y our whi tepaper! Comple te  the r equired fields” 1  Form f ields Coun try, province/sta te, phone number 0  Testimonial “I began using W atchGuar d produc ts  more than eig ht years ago…” 0  Learn mor e “Learn mor e about W atchGuar d  Dimension ” 0  Why “Best-in-class se curity”  “Easy-to-manage solutions”  “Take advantage o f data for se curity” 0  Privacy sta temen t “We will ne ver sell y our email to an y 3rd  party or send y ou nast y spam. ” 0  Call to ac tion Get my offer 0  Total 4  Appendix: T ext Descriptions o f Figur es  |  243


Figur e 9.2 V alue Chain ?  Activity Co-cr eated v alue  Market search Online c ommuni ties  Design and inno vation Lead user inno vation  Produc tion User-gener ated content and  funding  Marketing Seeding on blogs  Sales eWOM  Customer suppor t User te ch suppor t  244  |  Appendix: T ext Descriptions o f Figur es


Table for Exer cises in Chapters 4 ?, 5?, and 6 ?  Stage of Journe y  Awareness Active  Evalua tion Purchase Loyalty  Concr ete  actions • check loc al  influenc ers  • search on  Goog le for  informa tion  about  working  out • compar e  atmospher e  and  interiors o f  different  gyms base d  on pic tures  • check  online  reviews  • get mor e  informa tion  about  programs • check for  promotions  • go online  and  comple te  transac tion • shar e  referral  code wi th  friends  • post  pictures  from  workouts  online  Touch poin ts • Instagr am  • Goog le  search • Instagr am  • Goog le  • Yelp  • direct visi ts • coupon  websites  • direct visi ts • Facebook  • Instagr am  Opportuni ties       Appendix: T ext Descriptions o f Figur es  |  245