BY Denise Gibson
As you prepare for a new year, it may be time to update your strategy. I’m talking about helping your clients reach audiences that plan to make changes next year. They’ll be spending money, and with the right target audience profile, your clients can advertise effectively.
The New Year’s Resolution Effect
Did you know that almost half of young adults, ages 18 to 29, make a New Year’s Resolution. For older adults, age 50+, the number is much lower: 21%. These numbers come to us from Pew Research.
We know that January 1 marks a fresh mindset for many consumers. The rush of the year-end holiday season is now behind them. They can finally focus on themselves.
Common Resolutions
Weight Loss
With the vast majority of U.S. adults now ranked in the overweight category, it’s no surprise that 79% of New Year’s Resolutions involve weight loss. Consumers may promise that they will eat healthier. Or they may resolve to work out more to achieve a weight loss goal.
AudienceSCAN’s target audience profile shows that 7% of consumers who want to eat healthy and lose weight also intend to switch gyms this year. If their current membership, isn’t meeting their needs, another fitness center in the market will.
Encourage your fitness center clients to send out a mailer offering a promotional price for the new year. Over 30% of these consumers have responded to a direct mail promotion in the past 30 days.
Fiscal Fitness
The category of personal finance receives a lot of attention at the beginning of the new year. As consumers prepare to do their taxes and review what they spent during the holidays, reality hits. They need to come up with a saving plan to prepare for the future.
Your tax preparer and accountant clients can advertise their services to Debt Reducing/Saving Improvement Consumers. At least 25% of U.S. adults fall into this category. AudienceSCAN’s target audience profile on these consumers shows that 40% are age 55+.
A promotional campaign that promises to help them improve finances for retirement will generate results.
The Pew Research report reveals that 87% of U.S. adults who make resolutions keep them. A month into the new year, they are striving to meet their goals. They might last even longer with the right partner, such as a personal trainer or a tax accountant.
Better Sleep
Most consumers do not put “better sleep” on their list of New Year’s resolutions. Most research, including AudienceSCAN, shows that about 33% of U.S. adults suffer from poor quality of sleep.
For some consumers, the solution may be as simple as a new mattress. Your bedding retailers can target U.S. adults with New Year's promotions.
Other consumers may need to visit a sleep center and seek professional feedback. Nearly 40% of adults in search of a good night’s rest are age 55+.
A TV ad campaign appearing early in the New Year can nudge these consumers to make an appointment. Over 30% of adults with sleep problems have responded to these kinds of campaigns in the past month. And roughly 30% have ultimately purchased a product or service they’ve seen advertised.
New Hobbies
The start of a new year can also be a time of personal growth and exploration. At least 14% of U.S. adults surveyed by AudienceSCAN report being interested in starting a new hobby.
These hobbies can range from gardening to home decorating to photography. One factor they all have in common is spending money. Consumers need to purchase supplies and sometimes tap into workshops or other types of instruction.
Local fine arts schools, dance studios and sports instruction studios may think of January as a slow month. They can improve that situation with the right ad campaign targeting enthusiastic consumers.
Are you ready to make a resolution of your own? Why not learn how to use target audience profiles to help your clients generate more revenue.
Photo by RDNE Stock Project on Pexels.