Health and wellness are a key priority for consumers. In fact, 47 percent of consumers described themselves as “health conscious” in 2015. That’s up from 46 percent in 2010, according to Deloitte.
Deloitte recently presented these findings in its Dbrief webcast titled “Consumer Product Trends: Preparing for a New Landscape.” They identified one of the trends as health, wellness and responsibility as the new basis of brand loyalty. Their findings included these highlights:
- There’s a new “consumer value equation” that is driving purchase behavior. More than half of the population in Deloitte’s research identified “evolving preferences” (health and wellness, safety and social responsibility) over “traditional preferences” (taste and convenience) as driving their purchase behavior.
- There’s continued growth in the number of health and natural retailers.
- Building brands in the future requires additional differentiation including “good for you, good for the environment and supporting a shared social cause.”
A focus on health and wellness can clearly differentiate brands and drive brand loyalty. For example, in a recent article in Food and Business News, Carolyn Sakstrup, vice-president of Target Corp.’s guest center of excellence, Minneapolis, described changes the retailer has made in its product selection to gain health and wellness brand loyalty. “Health and wellness…it’s not about health food anymore. We launched our own Simply Balanced brand in 2013 and have now extended the categories it covers to include pizza, chips and chocolate.”
Even as consumers are more health conscious, they remain short on time
We’ve also noticed a new focus on “wellness in minutes” with the popularity of the 7-Minute Workout and Prevention’s new 10-minute workout that is guaranteed to show results in eight weeks. The copy and promotion for this new DVD is hard to ignore if you’re trying to figure out how to include an effective workout in your busy day. So, how did they do it? They used writing techniques like those highlighted in our recent blog, “Start Selling with Our Best Direct Mail Copywriting Tips.”
- Each ad must make a proposition – “Buy this product, and you will get these benefits.”
- The proposition must be unique – something competitors do not, cannot or will not offer.
- The proposition must sell – it must be something prospects really want; it pulls them over to your product.
The copy states, “What happens when you follow our new Fit in 10 plan for 8 weeks? Something pretty spectacular. Our 9 test panelists lost up to 21 pounds in just two months (see their amazing results here!) by working out for only 10 minutes a day. Try the following total-body routine from our new Fit in 10 DVDs.”
Do the math. Eight weeks is two months. That means if you start today, eight weeks takes you to November. And believe it or not, the holidays aren’t too far away. How did you do keeping your health and wellness resolutions for 2015? Yeah, same here. With 112 days left until 2016, it’s time to make a renewed commitment to improving health and wellness. I decided, once again, to renew my efforts to drink more water. Sold by the claim to “motivate you to drink more as the day progresses,” I recently purchased the Blogilates Timer Water Bottle, a 34 ounce bottle with a water timer feature. It even came in a pretty IWCO Direct blue! Would you believe that they also so sell a “stainless steel envelope locket;” how perfect! Check it out here at http://www.ogorgeous.com.
What does all this mean for marketers looking to acquire or build loyalty with health and wellness focused consumers? Here are some recommendations for your health and wellness direct mail communications:
- Start by using “Our Best Direct Mail Copywriting Tips” to highlight the differentiating benefits of your health and wellness products and/or programs.
- With the continued growth in the number of health and natural retailers, make it easy for the recipient to find YOU by including a map of your health and wellness retail location, address, phone, website and business hours.
- Use a postal strategy that targets your desired in-home date(s) around sales and special promotions to further increase your retail sales of health and wellness products and programs.
Contact us if you want to increase the effectiveness of your health and wellness direct mail campaigns. We wish you continued (or renewed) success!
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