Marketing Up the Ying Yang

The Rim Trail in Snowmass Village, Colorado culminates in a yoga-meditation platform with a magnificent unobstructed 360 degree view of snow-capped mountains, green valleys, clear blue lakes and an unbelievably huge sky. It is a special place; one of those vortex locations where an individual can tap into their creative and metaphysical powers.

I had just finished the book Eat, Pray, Live – which, by the way, was a real departure for me in terms of book choice, since I tend to lean to adventure + thriller type novels. I absolutely loved the book. It is sensitive, spiritual and made a real impact on me. I felt I needed to spend some time exploring my inner soul and find some much-needed peace after watching the republican convention.

So, I laced up my hiking boots, grabbed my water bottle, adjusted my fanny pack and headed up the Rim Trail to the top, with plans to walk the spiral pathway inside the circular yoga platform that leads to a black & white marble Ying Yang inlaid in the center and just sit there, cry a bit and meditate.

On the way up to the top, which took me about 35 minutes (I am in pretty good shape), I met an amazing 91 year old man who does this hike every day, a 17 week old weimaraner named Cooper and his newlywed parents, a twenty-something who was running up the trail with abandon, and several crazy mountain bikers who negotiated the treacherous switchbacks with absolute nonchalance.

I got to the top of the Rim Trail and walked the spiral path to the Ying Yang to meditate. I did a down dog, stretched out, sat myself down cross-legged with my hands on my knees open to the sky, took a few cleansing breaths, cleared my mind and then what happened? The marketer in me took over and I started to consider the different demographic and psychographic segments I met on the way up to the Ying Yang.

Lifestyle Segments to consider

Avid Book Reader
Exercise devotee
Hiker
91-year old
Dog owner
Newly married
Runner
Young adult
Mountain Biker
Vacation Home owner
Yoga enthusiast

Besides the power of the vortex, I marveled at the power of target marketing and our ability to absolutely pinpoint all of these different groups; use our technology to merge them to together, de-dupe between them and create a real prospect list of people who might be willing to hike up the Ying Yang with me.

You know, somehow I wasn’t disappointed by the fact that my meditation led me in that direction. My goal in walking the Rim trail up to the Ying Yang was to find Center…and, for those of you who know me well, my love for marketing actually Centers me and brings me peace.

So, if you want to know more about market segmentation or any of the different lists that would help pinpoint hikers and bikers, exercise and yoga enthusiasts, vacation home owners, young adults or 91 year olds, I’d be happy to share. I invite you to visit the Dataman Group website, e-mail me, or call our office at (800) 771-3282 and just Ask DataDale.