Market Focus Yoga Enthusiasts
Although the core base of this group falls into the organic, spiritual profile, more often than not, today's yoga enthusiasts tend to be well-educated professionals. "They're generally college educated, single or one- or two-child households," describes Tom Walsh, client management officer for list management and brokerage firm ClientLogic Specialists Marketing Services. ClientLogic estimates the average income for this group at more than $65,000. "They're certainly equipped to buy what they're interested in," says Walsh. And according to the Yoga Journal study, these folks spend nearly $3 billion annually on yoga and yoga-related items.
Certainly, yoga-related paraphernalia such as mats, instructional DVDs and yoga classes are items sought out by enthusiasts. However, these consumers are open to a number of other products and services reflecting their diverse interests. Walsh cites health, fitness and exercise-related offers as appealing. "Other offers that work very well are travel, clothing—especially practical clothing—and alternative lifestyle items," he says. Tyler adds, "They tend to also respond well to items for the home (to help them create a peaceful and centered environment), apparel and accessories offers (particularly natural fiber offers), and literary offers (books and publications)."
This customer base is responsive to offers via most channels: direct mail, print or e-mail. The media you choose will depend on the type of offer, says Tyler. For example, you may choose to use e-mail to promote instructional DVDs, or direct mail to send invitations to subscribe to publications, attend a yoga retreat, or purchase larger or high-ticket items. According to Tyler, "This is also a good media to use when you have a lot of information to share. … Print ads work as great branding pieces, and they reach a wide audience."
Another way to reach yoga enthusiasts is directly through yoga studios. Dayna Macy, communications director for Yoga Journal, says, "We have a highly successful studio sampling program that reaches studios with our magazine and products from our advertisers."