New Target Market Demo: Yoga Moms

eek. Have we arrived so soon at the (very ick sounding) target consumer demographic status? With all the hootin’ and hollerin’ on an earlier post (remember “Yoga Mom”? Suck it bitches?) you may recall that phrase struck quite a few mamas in chakras! In which “Prana Mama” was the badge of choice.  So, what? Are “yoga moms” the new “soccer moms”? One of our favorite blogs asked that very question and pointed out how video search engine Blinkx has already put the clamp on clumping so-called “yoga moms” into a bona fide demo of their very own! (view chart). Which, you see, makes it all that much easier for advertisers to target this ever-growing group of conscious consumers (with disposable income) more directly.

Brands will be able to target specific segments by showing their ads only to Yoga Moms or Digital Dads. People are classified in the different buckets depending on what they watch. Binkx trains the system by extracting different concepts from each video and matching them to a profile. For instance, videos about children, crafts, soccer, or terrible twos are the types of things Yoga Moms supposedly watch. Advertisers can see the keywords associated with each psychographic profile to determine who they want to go after. [via TechCrunch]

In Steamboat Springs, CO it’s Mommy and Me yoga for the toddler tied busy ‘rents of the ’10s:

The classes begin with 15 minutes of warm-up yoga. That’s followed by a 30-minute walk or run with the babies in the stroller and then another 15 or 20 minutes of yoga and stretching.

The class serves as a way for new parents, and moms in general, to get out and work out in a comfortable environment.

It also serves as a way for new parents to meet each other.

Sounds adorable! And just the perfect group for those new aromatherapy diapers we’re launching to market! That’s IF we can beat lululemon.

[Steamboat Pilot]

Earlier…“Yoga Mom”? Suck it, bitches

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