I went to a new t’ai chi class, and now my teeth are whiter, my hair is fuller and my legs smoother.
This is not to tout the benefits of t’ai chi (although they are equally impressive) but rather, a smart marketing effort that has figured out that people who do things like t’ai chi and yoga are likely to buy certain products.
For the rest of today's blog, continue at The Boomer Blog
My adventures in self-improvement began at Annie’s Yoga Studios in Sherman Oaks, California. Having arrived early for my first class, I was met by the very zen-like instructor, dressed in appropriate moving meditation garb and soft black slippers.
“Try this” he said, handing me a tube of Arm & Hammer, Advance White toothpaste. “Good product. Works.”
He smiled widely and I couldn’t help but note that yes, Advance White does live up to its promise of “Brilliant Sparkle.”
But we weren’t done. Not be a long shot.
The first class member arrived, a woman about my age, and I could not help but notice that her hair was full. In fact, it had what you might call “visible oomph without that crunchy feel.” At least, that’s what the label on the sample of Sunsilk Anti-Flat said on it that she handed to me when I complimented her on her haircut.
Where were these people getting these things?
Turns out that just inside the door, there’s a display case of sample items, provided by a smart marketing firm who has figured out that yoga studios are a great place to reach consumers. The items, ranging from Schick Xtreme3 razors to Atkins bars, are free for the taking. The studio is happy to give something free to patrons. The customers aren’t complaining. And presumably, some percentage of us will actually be so motivated by the experience, they we will be willing to switch brands.
When it comes to boomer women, in particular, the notion certainly has merit. It fits a number of the top criteria that we have come to learn works with this demographic.
1. It is relationship-based. The company is part of the yoga studio family, now. Everybody is talking about which is their favorite product and why you should try it, too.
2. It is experiential. Boomers want to experience things first-hand. They want to try it, and if they like it, they’re yours.
3. It is where they are. You want to reach a boomer woman? You’ve got to go to them—they won’t come to you. And where are boomer women these days? Doing yoga and t’ai chi, that’s where.
Carol Orsborn