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Expedition Wellness Overview

May 24, 2015

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MelindaNeely

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Page 1: Expedition Wellness Overview
Page 2: Expedition Wellness Overview

Two powerful paradigm shifts that will impact your business:

How individuals are seeking and consuming information

The evolution of the human wellness equation to include factors beyond diet and exercise

Source: Business Wire, 1/28/08

Page 3: Expedition Wellness Overview

Expedition Wellness

• What is it?

• A national study to research the health habits of baby boomers within the context of new media and information delivery

Page 4: Expedition Wellness Overview

Expedition Wellness

• What’s in it for you?

• You can reach the right customer with the right product or service for a memorable and meaningful experience. Engage in powerful conversations with passionate people. And turn customers into advocates – for life.

Page 5: Expedition Wellness Overview

Expedition Wellness• Why now?

• Consumers’ trust in brands continues to fall (as much as 50%), and it’s more difficult than ever to differentiate products and services.

• Understanding how media fragmentation, social media, personalization and portability of information influence your marketing strategy is no long a like-to-know but a must-know. For business survival.

Page 6: Expedition Wellness Overview

Benefits of Expedition Wellness

• Understand today’s shifting paradigms

• Health and wellness

• Consumption of information

• Provide more targeted products/services to meet the needs of baby boomers

• Communicate more effectively to these customers and prospects

Understanding what defines these individuals will inspire ideas to connect to them in more meaningful ways.

Page 7: Expedition Wellness Overview

Why Baby Boomers?• Baby boomers are living longer and consuming

information more and more like youth

• There are 78.2 million baby boomers, as of 2007i

• Boomers spend about $2 trillion each year, with a growing proportion of spending on products that meet their desire for vitalityii

• Boomers are the fastest growing segment of Facebook usersiii

• Most brands have done a poor job of making themselves known to older consumers via social networksiv

Page 8: Expedition Wellness Overview

Why Ethnography?

• What is this type of research?• Videotaped interviews for a behind-the-scenes

peek into consumers’ lives

• An opportunity to access beliefs and practices viewed in the context in which they occur, thereby aiding in the understanding of particular behaviors

• An in-depth and honest look at consumers

Page 9: Expedition Wellness Overview

Advantages of Ethnography/High Dive

Why is it better?• Edited, organized and

easily digested documentary footage

• Rich insights that other forms of research cannot offer

• Golden nuggets of information

Why High Dive?• Our deep strategic

experience adds value to raw data

• We provide recommendations on how to best capitalize upon the information we uncover

Page 10: Expedition Wellness Overview

Study Specifics

• 80+ total interviews

• 8-10 markets

• Videotaped interviews

• 3-hour in-person interviews

• Carried out in a wellness setting (e.g. exercise, cooking)

• Baby boomer participants

• Slight female skew, range of ages

Page 11: Expedition Wellness Overview

Interview Content

Physical Health - Diet

Intellectual

Professional

Spiritual

Social

Page 12: Expedition Wellness Overview

MarketsMarkets selected on geographic dispersion, variety in size and density of baby boomer population.

West

Seattle :: San Diego :: Santa Fe

Midwest

Kansas City :: Chicago :: Minneapolis

South

Raleigh Durham :: Tampa :: Houston

Northeast

Boston :: Philadelphia :: New Brunswick :: Stamford

Page 13: Expedition Wellness Overview

SponsorshipSponsorship grants you:

• Industry exclusivity

• Proprietary questions for the study guide

• A comprehensive report, tailoring the findings to be of interest to you

• An in-person presentation of the study’s results

Page 14: Expedition Wellness Overview

91% of Americans would prefer to be

viewed as someone who is healthyrather than wealthy.

Source: Business Wire, 1/28/08

Page 15: Expedition Wellness Overview

For more information please contact: Melinda Neely

[email protected]

Or visit:http://expeditionwellness.wordpress.com

www.highdive.net

Thank You

Page 16: Expedition Wellness Overview

About High DiveHigh Dive is a strategic marketing agency offering

Research, Strategic and Creative services. Founded in

2000, the company has been providing creative marketing

strategies to a variety of businesses and organizations,

ranging from health and wellness to wireless telecom to

higher education. With a mantra of starting at the end,

High Dive helps clients achieve their business goals and

objectives through the development of a lasting brand

identity.

Page 17: Expedition Wellness Overview

Key Stakeholders

Melinda Neely, President, High Dive

Founder of High Dive, Melinda began her marketing career in the Northeast, managing multi-million consumer brands such as Dimetapp Cold & Flu Medicine, Welch’s Grape Juice and Polaroid Instant Film. She moved to Seattle to work for Starbucks, and then served on the executive teams of two technology companies, one of which she helped take public. Melinda has published articles in a variety of periodicals and newspapers and has spoken to numerous audiences. She also served as an adjunct professor at Seattle University, teaching Marketing and Business Communications. Melinda received a Bachelor of Science in Public Health from the University of North Carolina at Chapel Hill, majoring in Nutrition and Chemistry. She holds an MBA from the College of William and Mary in Virginia.

Page 18: Expedition Wellness Overview

Key Stakeholders

Kim Donovan, Research Consultant to High Dive

Kim has been in the marketing research industry for over twenty years. Kim managed research projects for Pepsi, Frito-Lay, Keebler, Kimberly-Clark, Hanes and Miller Brewing. She has moderated over 100 focus groups. She also held the position of Director of Strategic Planning and Research for Bozell Advertising in Chicago. Kim attended the University of Illinois, where she majored in History.

Kathleen Malaspina, Strategic Consultant

Kathleen Malaspina, Principal of Malaspina Marketing, LLC founded the firm in 2007 after spending over 15 years in the marketing & sales trenches on four continents. Prior to starting her firm, Kathleen was Marketing Director for Philips Oral Healthcare, the makers of the highly successful Sonicare toothbrush. Kathleen has also held several key marketing leadership & business development roles with Philips in Amsterdam, Motorola in Singapore, Australia and Chicago, and Sanyo in the US. Kathleen holds an MBA from IESE Business School in Barcelona, Spain and a BA from the University of Pittsburgh.

Page 19: Expedition Wellness Overview

Citations• i Mark Mather, “U.S. Baby Boomers Moving Out, Minorities Moving In,”

May 2008 http://www.prb.org/Articles/2008/usbabyboomers.aspx (October 7, 2008).

• iii Sarah Hills, “Baby boomers eat their way to health and beauty,” June, 12, 2008 http://www.foodnavigator-usa.com/Financial-Industry/Baby-boomers-eat-their-way-to-health-and-beauty (October 7, 2008).

• iv Paul Brian, Boomers grow Facebook ranks, December 12, 2008, http://www.examiner.com/x-654-Baby-Boomer-Examiner~y2008m12d12-Boomers-grow-Facebook-ranks, (February 20, 2009).

• iv Steve Miller, Study: Baby Boomers Love Social Networks Too, September 11, 2008 http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i651eebcf2abebf43eeabffccbdc658d3 (February 23, 2009).