Market Focus Yoga Enthusiasts
However you choose to promote your offer, the basics of good marketing apply: "Keep in mind your target audience—even within the various segment of yoga practitioners—and create a piece that is aesthetically pleasing (e.g., great photos of poses) as well as informative and well written," says Tyler. Walsh suggests using recycled paper whenever possible when sending offers via direct mail. "That's very important. They're very environmentally conscious," he says of these consumers. And although yoga is not seasonal, Walsh finds that this market is better reached in the spring and fall. "Summer is not a good time, because these people tend to be more affluent, better educated and they travel more," he says.
Lists to Test
Gaiam Harmony: 116,194 catalog buyers of organic, natural and environmentally safe products for personal use and the home. Price: $110/M. Call: ALC of New York LLC, (212) 924-1300.
Rodale Whole Life Health and Well Being Masterfile: 6.69 million Rodale book buyers, subscribers and survey respondents with health and well-being interests. Price: $100/M. Call: American List Counsel, (800) 252-5478.
Yoga and Pilates Enthusiasts: 277,147 individuals who filled out a questionnaire about numerous areas and have expressed an interest in yoga and Pilates. Price: $85/M. Call: Above All Marketing, (201) 988-4516.
Yoga Enthusiasts: 271,319 health conscious yoga enthusiasts. Price: $95/M. Call: ClientLogic Specialists Marketing Services, (201) 797-7566.
Yoga Journal: 205,818 active subscribers to a magazine for individuals looking for items and services to help them reach their health and lifestyle goals. Price: $110/M. Call: Millard Group, (603) 924-9262.
Yoga Products Buyers of Books, Information, Meditation & Exercise Supplies: 53,589 individuals and practitioners who exercise with yoga instructions. Price: $95/M. Call: REMY Direct, (800) 267-1960.
Yoga Zone: 12,296 12-month health- and fitness-minded catalog buyers of yoga-related apparel and accessories. Price: $100/M. Call: Catalyst Direct Marketing, (201) 405-1414.