Are you part of a “yes, and” industry?
Have you heard of the improv game “Yes, and…” where each actor agrees to what has been said before then adds something to an ongoing story? What if that was your consumer’s response when you asked them if they wanted to buy one of your products. “Yes, and I’ll also take this.”
We recently discovered this language in reference to consumer behaviour in the fitness industry where there’s a wide array of products, tools and solutions to help consumers feel better. They don’t just want a stationary bike, they also want an app for workouts and workout gear to wear.
“Yes, and” could also describe the kind of Canadian cuisine represented in Real Canadian Superstore’s new ad, which shows fun mash-ups of foods from a variety of cultures.
Can you improve your consumers’ lives by adding more value?
Wellbeing from around the web
The pandemic changed the fitness industry by forcing gym rats to get their workout fixes at home. This meant a mix of fitness methods, tools and equipment. As people return to congregating, the fitness industry must evolve to keep up with their consumers.
The takeaway: Fitness is referred to as a “yes, and” industry in this article, which we love. Being fit isn’t just about running or lifting weights—there’s usually another aspect consumers buy into. This piece outlines the fitness consumer archetypes and where they sit on the continuum of adopting new habits. Create clear archetypes or consumer personas for your brand and see how you can create a “yes, and” industry of your own.
Real Canadian Superstore launched an ad campaign reflecting the real citizens of Canada and their varied cultural foods and tastes. It is celebratory, fun and will make you laugh.
The takeaway: Step 2 in our 5-step Rx to marketing well is Rethinking what wellness looks like and this campaign hits the nail on the head. Real Canadian Superstore has done its research, discovered the diversity in its stores and has reflected that back to its consumer base. Even a creative director working on the campaign said that he “felt seen” because the ad included the Filipino foods he loves. How can you make your consumers feel seen?
Wellbeing trend: How brands can go from languishing to flourishing
My most recent column for Strategy provides guidance for marketers who feel that their wellbeing efforts have been languishing during the pandemic. Read my tips on how to make your wellbeing marketing strategy thrive.
This month, we spoke to Janine Falcon. A longtime beauty editor, blogger and the founder of Beautygeeks, Falcon shared her insight on how marketers can improve their communications. While the advice is aimed at beauty brands, it’s certainly relevant to all wellbeing marketers.
“Misinformation, disinformation and something I like to call misinfomarketing is rampant.”
– Janine Falcon, Beautygeeks
Share MarketWell with fellow wellbeing marketers and we’ll make a donation to the Canadian Mental Health Association (CMHA).
As the nationwide leader and champion for mental health, CMHA facilitates access to the resources people require to maintain and improve mental health. The work they are doing is even more important now, than ever.
To your wellbeing,
Founder and President
Felicity [Inspiring Communications]