To Whom it May Concern,
The Millennial audience is widely sought after and highly misunderstood. Everyone is trying to cater messaging to reach this group that could have more buying potential than Baby Boomers and the greatest influence on word of mouth marketing. They interact with brands like no other generation and look to the social media for advice. However, they feel that brands don’t really get them.
This group is now entering the parenting stage. Some of them hold the same traditional family values, while others have a modern twist. They are constantly worried about creating a happy, healthy lifestyle for their children and selves. They are early adopters of technology and will spend the money if the product value is demonstrated.
Fitbit has the opportunity to penetrate the Millennial Mom market with a personalized sub brand, fitbitmom. This brand will combine the best features of Fitbit with other applications that Millennial moms use everyday, creating a single seamless experience. It will help them save time, increase efficiency, build relationships, learn, create a deeper bond with their children, alleviate some worries about health, and develop a community of empowerment. The application will be $5 and will work with existing Fitbit devices.
Upon downloading the application, users will be prompted to complete a questionnaire to gather more data in order to better personalize their experience. It is crucial that we segment the audience and personalize messaging to alleviate pain points and reach them at their peak receptivity.
We’ve put together a strategy utilizing different social media platforms, events, and email marketing to launch this new sub brand. Posts on the different social platforms will follow a platform mission statement, in order to capture moms at the right time, in the right place. We will measure success through followership, brand mentions, engagement, adoption, and overall sentiment.
If we succeed in this market, Fitbit could also expand into other more personalized sub brands. Fitbit has such a wide variety of customers, surveying them to understand what they look for in a smartwatch/fitness tracker could lead to a key differentiator from Apple. Fitbit could create, Fitmarathon, Fitswimmer, Fitdad, FitTri, etc. The opportunities are endless, fitbitmom is the first step.
The Fitbitmom Team