The start of a new year is always an exciting time. It’s a time to reflect on the past year and set new goals for the year ahead. For marketers, on top of setting their own goals for the new year, they can tap into that spirit for their marketing campaigns and segmentation. By understanding what your customers are hoping to achieve in the new year, you can create targeted campaigns that will help them reach their goals – and boost your bottom line in the process.
Here are a handful of ideas on how to create marketing audiences geared to New Year resolutions.
Healthier Lifestyle / Weight Loss
Always a popular resolution, what products do you offer that can help in a customer’s journey to weight loss or an overall healthier lifestyle. Focusing on this slice of your customer base allows you to craft messages and promotional offers tailored specifically for them, giving them the incentive to buy items that line up with their goals.
Analyzing purchase data or leveraging surveys are both excellent starting points for understanding who is partaking in this resolution and how best to help them. Having the right messaging and incentives ready when they need it could be the extra nudge needed to complete the sale! You can start by selecting those who have purchased in specific health categories. Some elements we recommend are:
Interests In: Yoga/Pilates, Walking, Running, Cycling, or Fitness/ Exercise- Interest In Natural Foods, Interest In Nutrition & Diets, or Interest in Weight Control
- Those with a high propensity to be Gym Members or Vegetarians
- Those with a high propensity to have Home Gym or Healthy Eating habits based on past purchases
When it comes to the creative aspect of your campaigns, it’s important to use imagery and tools which are associated with fitness and health, such as pictures of people outdoors engaging in activities or physical challenges. We must always remember that when creating a campaign related to fitness, it should come from an encouraging and positive angle – nothing too aggressive or overbearing.
Financial Health
Physical health isn’t the only popular resolution, financial health, security, and planning is another big resolution. Take advantage of this by reaching your customer base while they are budgeting and attempting to save money in the new year. By understanding your consumers’ buying habits, values, and preferences, marketers can create messages tailored to those specific needs.
You can reach individuals who are taking care of their own finances, such as those striving towards financial goals or attempting to save, or budget, rather than just targeting wealthy consumers. Some elements we recommend are:
- Household Income, Discretionary Income, and Net Worth
- Those with a high Number of Credit Cards
- Those who have about (or below) average income for their residential area
- Individuals who have high (or low) propensity to be investors or have a 401k
In addition, by harnessing the power of life stage data, you can divide your audience into specific generations that are more receptive to your services or products. Younger adults, who may have New Year’s Resolutions at this time of year, are especially likely to be interested.
Your Business Resolutions
Now is when you can take measurable steps toward achieving your goals, with resolutions that will make your business stronger in 2025. Our clients’ goals seem to be around maximizing profitability in four key areas:
- Improve retention/reduce customer churn
- Increase the Average Order Value (AOV) of each sale
- Increase customer Lifetime Value (LTV)
- Attract new customers faster at a lower Cost per Acquisition (CPA)
In his blog series, President and Co-Founder Keith Huntoon discusses in depth how to keep your business strong in uncertain times. Click here to read the first entry.
Meet Your ROI Resolutions with LaunchPad ASAP
It is essential to set realistic and attainable goals in order to stay encouraged along the journey. Documenting strategies similar to those listed above will assist your business in reducing costs while increasing ROI on marketing campaigns. However, you need accurate data and sufficient time for this purpose – that’s where LaunchPad enters with its vast amounts of data! Contact us now so we can discuss how our services can help make your 2024 successful.
Building on these strategies, our collaboration with Klaviyo adds another dimension to our services. This partnership allows us to bring advanced customer data platform migration, acquisition, and Customer Profile Appends to your doorstep with LaunchPad. Such integration significantly boosts the personalization and efficiency of your marketing campaigns, helping you achieve even greater success in 2024. Let’s explore how these expanded offerings can align with your business objectives and drive impactful results.
