Understanding that consumers want brands to commit to communities, Shell renovated a pitch in a Brazilian favela
CURRENCIES OF CHANGE Consumers keen to improve their health or lifestyle – or who are at least aware of the need to – are often hindered by a combination of high costs (perceived or real), inertia and inconvenience. Fitness brands are particularly well placed to help these consumers help themselves with traditional incentives (discounts and deals) that reward customers for meeting goals. The ‘currencies of change’ trend has the potential to delight twice over – the joy of saving (or possibly even making) money and the thrill of getting one step closer to personal goals. Some brands that are already
incentivising better behaviour include Boston-based Harvard Pilgrim Health Care, whose EatRight Rewards programme encourages healthy eating by offering cash to customers purchasing fruit and vegetables at partner supermarkets. Meanwhile Fitmob is an online community where the price of fi tness classes decreases the more members work out.
BRAND FANATICS The pursuit of health and fitness is intrinsically linked to status – think Facebook training updates and ‘gamified’ fitness platforms full of consumers competing to outdo one another. Another form of status-seeking that
will rise to greater prominence in 2015 will be loud, sometimes even theatrical allegiance to a brand or lifestyle choice.
February 2015 © Cybertrek 2015
“Individuals presented with digitally aged
photos of themselves are more likely to
make decisions with long-term benefi ts”
Not convinced? In August 2014,
Reebok challenged Tough Viking fi tness participants to get a permanent Reebok tattoo at an on-event tattoo parlour. Ten participants were inked and Camilla Nilsson, who committed to the largest motif, was rewarded with a year-long sponsorship package. So think about how you could
convert fans into fanatics with challenges or demands that require effort and commitment. This isn’t a trend for everyone, but the fanatics it does appeal to will welcome the opportunity to interact with their favourite brand with open arms.
PROJECTED SELF Big data is the business buzzword that almost got away, but in 2015, health and fitness brands are well placed to actually use it for consumers’ benefit. How?
Preoccupied with the now, many consumers feel disconnected from their future self, but research suggests that individuals presented with digitally aged photos of themselves are more likely to make decisions with long-term benefits (Stanford and Microsoft, 2013). Information and data provided by wearables and fitness trackers can be used to provide future-self projections, offering insight into the long-term effects of current ‘bad’ behaviour. The Kickstarter-funded Tikker watch
displays the wearer’s life expectancy based on a simple medical survey; the countdown is displayed alongside a regular digital clock. It doesn’t have to be so morbid though. Aros is a smart air conditioning system developed in the US. The unit syncs with a smartphone app, so users can track how often the device is used and potential cost implications. Clearly the ‘projected self’ trend has
far reaching implications for customers who are trying to live healthier or eat better: consider using personal data to remind and motivate consumers, show them the potential impact of the changes they could make, or aid performance reviews and set personal targets.
LASTING SPACES As seasonal, time-limited and often gimmicky branded spaces (yes, we’re talking about pop-ups!) become ubiquitous, functioning as little more than local white noise, consumer
Read Health Club Management online at
healthclubmanagement.co.uk/digital 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92