GENERATIONAL MARKETING
Spirits are the most connected and socially aware tribe – and more open to wellness offers
Satellites get excited over technology
and performance and will seek out services that deliver against this. In the fi tness space, Nike has been very successful with reaching this group through its diverse performance tracking innovations, from Nike+ to the Fuel Band. Operators can engage with this segment if they’re able to spark enthusiasm over new and shiny technological solutions. On the other hand, Striders will be
looking for services and experiences that enable them to express their achievements and status. Premium and luxury propositions are most likely to resonate with them, as much as experiences with a show-off factor. Nike has also been successful in connecting with this segment by designing iconic and must-have items, such as some of its Airmax range, and by launching these through savvy social media strategies that pique the curiosity of this exclusivity- and appearance-conscious tribe. Just because Steppers are fi nancially
constrained, it doesn’t mean they’re out of range. Nike has also been able to connect with this group in the height of the recession, marketing some of its ranges as more durable and giving longer guarantees to reassure value-conscious Stepper shoppers. This tribe is unlikely
METHODOLOGY
The millennials segmentation is based on data from Global MONITOR, The Futures Company’s annual global tracking survey, which covers 26,000 respondents in 22 markets. The segmentation was based on 20 countries across the globe, drawing insight from the responses of more than 8,500 millennials (people aged between 16 and 31).
to indulge in luxurious splurges, but they will look for ways to disconnect from daily pressures and anxieties, seeking out much-needed boosts. Small beauty treatments or day passes to spa facilities are some concrete treats they would be willing to give themselves. Operators that show solidarity with this group, by guaranteeing value for money and access to much-appreciated small luxuries, will fi nd a grateful audience among Steppers. Spirits, the most connected and
socially aware tribe, are the most likely among all tribes to give a strong priority to seeking experiences and exploring the world around them. This means that operators have an opportunity to connect with them through novel and meaningful experiences, including
42 Read Health Club Management online at
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more holistic wellness treatments. They are also the most engaged with social and environmental issues, hence sustainability-driven propositions will also resonate well with them – as also seen with Nike’s numerous Corporate Social Responsibility initiatives that build credibility among the Spirits tribe.
MIX AND MATCH
Each tribe has distinct characteristics that require different approaches to marketing and service design. Businesses that are able to mix and match their strengths to appeal to the millennial tribes will be more successful in connecting with the next generation of spa and health club audiences. ●
The Futures Company is a global strategic insight and innovation consultancy, with expertise in foresight and futures. Its teams in Europe, North America, Latin America and Asia unlock new sources of growth for clients through consultancy, global insight and a range of subscription solutions. To discuss how to better connect with millennials, contact The Futures Company: Tel + 44 (0)20 7955 1800 Email
unlockingfutures@thefuturescompany.com Web
www.thefuturescompany.com Twitter @FuturesCo
March 2014 © Cybertrek 2014
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