Should Fitbit Write Off the Midwest?

At The Garrigan Lyman Group, we use several tools to understand consumers. One of them is Cubeyou—a customer profiling and trend measurement tool that helps us identify opportunities in the market. Cubeyou’s proprietary platform taps data from nearly 10 million social media users to uncover deep and sometimes stunning truths about consumers and brand interaction, even by region. In this instance, Cubeyou tells us that in the West and Northeast regions of the United States, people are more likely to think of sports as being played. While in the Midwest, sports are followed. That’s not to say that Midwesterners are less fit, just that they think of sports differently. Personal note: I like to play sports then eat meats and fried cheeses. That’s just me. That’s my cross to bear.

We can go deeper into the data to see that people in the West and Northeast are more likely to participate in outdoor activities such as hiking, backpacking, cycling, and camping, with each activity drawing higher relevancy scores in our search versus Americans living in the middle of the U.S.

At the same time, we see that Midwesterners are more likely to spend their time at the gym or even at the bowling alley. And while similar activities (camping, bicycling) show up in the results, we can see that they score lower in relevance.

Make it fit

So what do we do with this targeted information? As someone with the word “creative" in his job title I start to think about regional campaigns.

Take Fitbit. They have a great brand and a desperate need for better content marketing.

If Midwesterners are not typically as active as people in the West or Northeast, it doesn’t mean Fitbit can write off that part of the country. It’s just an opportunity to reach a whole lot of people in different ways. Instead of motivating folks using footage of beautiful people running Laurel Canyon, Fitbit should inspire Midwesterners with content related to the heroes they worship on football fields every Sunday in high definition.

If in the West and Northeast regions, a campaign can take shape as a series of manifestos centered around food as a destination—“I’m FIT for fish tacos,” “I measure miles in trail mix.” The Midwest should do a series of Instagram videos in which gym equipment is being used from the POV of the lifter/runner/squatter—Fitbit always in view—steps, calories, heart rate, flights updating in real time. Let’s show a professional athlete in full uniform with a headline like, “It’s taken me 891,656,252 steps to get here.” Or, simply, people reaching their step goals in non-traditional ways with Fitbit. Bowling, running to catch the L, corn hole in the stadium parking lot.

Whatever the creative solution, with the right data at the start, we’re much likelier to speak to people in ways that resonate. The data lets us know what matters to people. And if all that doesn’t work, we’ll just go with kittens.

GLG

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