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New Target Market Demo: Yoga Moms

in Business of Yoga, Meditations on Mutations, Public Display of Yoga, YD News

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

In Response To Camel Toe, Or 10 Things We Learned About Yoga Crotch Advertising

7 comments… add one

  • kia

    Very scary! My pregnant ass is so cliche to this article. Check my @bodhi_bear twitter stream and blog to see how cliche I am. LOL! We have a prenatal/postnatal yoga studio in my town but not a yoga stroller group yet… let me get on that. Muahahahaha!

  • They don’t show it in the picture, but kids are being marketed to in the same way. This frustrates me as a kids yoga teacher, wanting to stand out against million dollar video game marketing campaigns. You better believe I’m gonna market kids yoga so at least a few people hear about it.

    Yogis can get with the times and start marketing yoga effectively or we can be lost amidst all the other products. If the sugar cereals and plastic surgeons take advantage of this info but we don’t – we lose in this modern battlefield of business.

    Which would be unfortunate since yoga is sooo good and way more valuable than Cocopuffs.

    I’m glad that Stoller Yoga is getting its message out.

  • We need to get the word out in whatever way works. Passionate blogs and websites will help! Thanks for yours.

  • The practical side of things always appeal to people. Stroller Yoga is definitely one of the advocacy that yoga enthusiasts should go into in order to “get the word out” so to speak. I am definitely going to mention this great concept in my blog. Hope to read more of this topic!

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  • Thanks for the mention. Stroller Yoga moms here in Steamboat are getting out there getting some sun salutations and fresh air even in 20-30 degree weather.

    Peace, Love & Stroller Yoga!

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