3x Increase in Visitor Frequency

DEFY Extreme Air Sports 360° Brand Strategy

Challenge

Align 7 brands post M&A

  • Consolidate multiple trampoline park brands with very different audiences into a new brand.
  • Corporate culture that
    de-emphasized marketing and prioritized short-term results.
  • Misaligned expectation on rollout plan for franchise vs owned parks.
  • No market-segmentation.

Goal

Attract teens and moms of younger kids and increase frequency so it is not just an annual treat.

Insights

  • Moms experience in the park produced a lot of friction and resulted in low repeat visit.
  • 100% of guest interviews said they were going out to eat after visiting.
  • Include socks in purchase price, don’t make jumpers buy socks as an add-on.
  • Employee engagement varied wildly at each brand.
  • Check-in and wait time disconnected from brand experience (need to upgrade technology).
  • Teens and kids viewed rubber wrist bands as gear for old people (Live Strong) vs. paper being for festivals and events.

Strategy

  • Employ 5E framework to build brand (entice, enter, engage, experience, extend) to increase frequency of visits.
  • Create mom friendly waiting areas, with amenities including WiFi, coffee, wine, etc.
  • Make food available for purchase onsite.
  • Establish brand architecture to create daylight between tribes of jumpers.

 

Go-to-Market Strategy:

Sky Zone = Nike Mom

DEFY = Tattoo Mom

Tagline:

Extreme Air Sports

Results

  • 3x increase in visitor frequency
  • 4x increased in average ticket spend
  • 309% growth

Sources: inc. 500 CircusTrix Holdings

Scope of Work

  • Audience Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Naming
  • Visual Strategy
  • Environmental Design
  • Sales Collateral
  • Branded Ecosystem
  • Photography Guidelines
  • Brand Bible

“The DEFY brand process was a watershed event in my career. The value they add to the core business makes Retail Voodoo among the best in the world.”

– Case Lawrence, CEO, CircusTrix Holding

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