The countdown to summer is on and we are feeling the heat from direct-to-consumer marketing campaigns incentivizing us to exercise and eat healthy before swim season starts. The marketplace for boutique workout classes and farm to table meal plans has never been more crowded. To stand out from the competition and help you achieve those perfect beach bodies, fitness franchises and food delivery services are building more authentic connections with consumers through first-hand, personalized brand experiences.
Here are two examples of direct-to-consumer marketing tactics and why they work, particularly with millennials:
Meet Consumers Where They Go With Free Pop-Up Classes
As temperatures rise, fitness fans are flocking to free boutique workout classes close to home. Joining a gym can feel like a big commitment and millennials can’t always afford pricey sweat sessions, but they know how to use technology to find products and services that meet their financial constraints and social desires.
A recent study of Eventbrite’s nationwide research of millennials reported that 72 percent of people, ages 18 to 34, would rather choose an experience over material items. This generation, which accounts for a quarter of the U.S. population, finds happiness in shared experiences and is increasingly spending time and money on social events and athletic pursuits. Millennials navigate targeted advertisements and crave authentic connections to brands that build a sense of community.
According to Forbes, “For brands to integrate themselves into the millennial environment, they need to seek out spaces millennials frequent such as malls, festivals, concerts, sporting events and college campuses.”
I am a classic example (yes, I’m a proud millennial). I recently took a community Barre3 class at Lululemon and an outdoor YogaWorks class hosted by Athleta. I went outside my regular fitness routine because these classes were of interest, easy to find online, free and at two of my favorite local athletic retailers – a winning combination. Because of these free positive experiences I will absolutely take paid studio classes in the future.
Give Consumers Choices With Summer Slim Down Packages
Discounted bundles and kits give consumers more control of their own purchases in terms of cost and services or products received. Millennials are hot for recipe and farm to doorstep delivery services that facilitate cooking, healthy eating and less trips to the grocery store which equates to more quality time with loved ones at home.
A survey of more than 2,100 people conducted for MONEY revealed the majority of meal kit subscribers, accounting for 29 percent, are urban millennials. Most people surveyed said high prices often deter them from becoming long-term subscribers. However, they are likely to take advantage of low cost or free box promotions.
According to Inc., “These customers will continue to come back in hopes of finding more of these great deals that make their experience with you (brands) that much sweeter.”
Teak’s client Hungry Harvest is a great example. The mission driven company works year-round to rescue fruits and vegetables that would otherwise go to waste for being too large, too small, too ugly or just overproduced, and sells it at discounted prices to subscribers, while simultaneously helping to feed the hungry. Customizable produce boxes cost less than groceries and offer the convenience of delivery. Every Hungry Harvest delivery rescues at least 10 pounds of food from going to waste in landfills and supports the work of local hunger-solving organizations. Not only can millennials choose what seasonal healthy food to incorporate into their beach diets at a discount, they can also support a company with a social mission – another winning combination.
There are only 44 more days until summer. Bring on the heat!
