Fitness Focus Happier, Healthier
Boomers escalate their fitness plans, and find they look and feel great
By Donna Olmstead
For the Albuquerque Journal
Revamping
Joanie Griffin, president of Griffin and Associates, a local marketing firm, says she has completely revamped her lifestyle since she turned 50 three years ago. “I have to work harder than I ever have in my life. But now I weigh 125 pounds, what I weighed when I graduated from high school.”
Everything in her diet has to work to support her active lifestyle, she says. She has a Greek yogurt and fruit or a high-protein smoothie most days for breakfast or as a recovery drink after working out and has a serving of chicken or fish with salad or green vegetables for lunch and dinner. She’s cut back on alcohol to one glass of wine a week.
If she has a craving, she gives into it once in a while. “I had a craving for Lemonheads and black licorice. So I ate that and I was done with it.”
Griffin credits her partner, Rob Durham, for getting her interested in biking competitively. She says she had not ridden a bicycle as an adult, but had previously worked out at the gym three times a week.
Now she works out from 5:30 to 7 a.m. before her workday begins and goes for a bike ride of several hours one day of the weekend, usually with her cycling club, Women Riding Well.
Setting an athletic goal and training to compete in an event keeps her motivated, she says.Griffin does triathlons and century bike rides of 100 miles, as well as the recent 50-mile Iron Horse Bicycle Classic in Colorado.
Latest Marketing Trends
Marketing trends as we move into 2012 according to Forbes, and what we’re seeing to be true:
1) Value Is the Deal
Differentiated and believable brand meaning – emotional, rational, functional, and experiential – becomes a more effective and profitable surrogate for value than low-lower-lowest pricing strategies. But only the consumer gets to say how “valuable” is actually defined. Employ effective systems to listen to them and then figure out ways to tune in the consumer’s frequency.
2) Social Network Security
Friends have an even greater influence on purchase habits than before, but the trust in the community outside the brand space will only be extended to the brand if truly understood and properly incorporated into brand outreach strategies. More connected consumers won’t call, text, or email, but will use social network streams to talk about brands, create personalized content, and increase brand engagement – all necessitating a deeper understanding of what drives a brand’s category and how social network platforms play their part. But watch for more powerful peer-to-peer recommendations coming in the form of subject and feedback blogs – more targeted, more trusted, and more motivating than advertising, promotions, sponsorships, or celebrity endorsements.
3) Inward Bound
Differentiation will increasingly come from a brand’s emotional offerings and finding what will best resonate with consumers. Doing what others do signals commodity, not brand. This is one suit that needs to be custom made. Personal connection and engagement will be more and more critical especially in today’s weakened economy.
4) Great Expectations
Brands aren’t able to keep up with consumer expectations and haven’t for a while now. Every day consumers adopt and devour the latest and greatest, hungering for cutting-edge innovations and enhanced experiences. Accurate measures of real category expectations can provide both ‘roadmaps’ and significant advantages for brands that understand their value.
5) Now Entering the Statusphere
Status remains with us, but the definition continues its shift. The curtain has been pulled back on labels without meaning. Increasingly, meaning is defined far deeper than simple ownership and ubiquitous logos. Producing, selling, and shopping based on environmentally “green” production and design, and fair-trade and socially conscious consumption is the trend for brands and consumers. To discover their best tactics here, a brand will need to investigate the components of important category drivers. Spot them. Understand them. Leverage them.
6) Appvertising
As a result of growing smartphone/tablet ubiquity, look for more and more apps and their effective use to create an interactive nexus to increase consumer engagement and brand differentiation. It’s not just about games anymore.
The future may not be what it used to be, but on Thursday we’ll reveal the final six trends for 2012. We can tell you now that marketers that have loyalty and engagement metrics in place will have a handle on the trends that are going to show up in their offices. And in 2012 that’s more important than ever because to be prepared is always half the victory.
