Secrets from the Self- Improvement Industry

If marketing gets boiled down to its essence of having the right message delivered at the right time to the right audience via the right vehicles, then surely there are some simple lessons to be gleaned from those in the health & fitness industries. As I see all of the ads on TV for various self-improvement services (health clubs, diet foods, etc.), two concepts some to mind:

Relevancy: As people re-evaluate their lives (and more importantly for us as marketers, their behaviors), we need to reiterate for them why our products or services should play a role in their lives.

Seasonality: If your business is seasonal, you need to make sure that you are doing all that you can to capture your consumer’s attention at the right time. I have worked in many highly seasonal industries (the toy industry lives or dies by the Christmas season just as surely as the lawn & garden industry lives or dies by how robust its spring planting season is).

Timing is important; do you know when your customers actively think about your product/service offerings? Are you speaking to them then?