ICOM Adds Yoga, Pilates Enthusiasts to Database

Share this content:
ICOM Information & Communications Inc., a Toronto-based direct-to-consumer and database marketing solutions provider, said last week that its TargetSource consumer database now has 240,000 self-reported names of yoga and Pilates enthusiasts, including 34,000 with e-mail addresses.


TargetSource is a database of self-reported consumer responder information featuring more than 1,500 lifestyle, demographic, behavior and interest selections for precision targeting. The data are taken from a survey, The Shoppers Voice, which ICOM mails to 60 million households yearly. The survey generates an 18 percent response rate.


ICOM added a question to its spring 2003 survey asking whether the recipient was a yoga or Pilates enthusiast. ICOM said it added the question because several publication clients specific to yoga and Pilates wanted to find people who had these interests.


"We then found that quite a few other clients are interested in this information as well," said Sheri Paul, ICOM's director of new product development. Along with being targets for offers for yoga and Pilates accessories, clothing and equipment, these consumers are likely to be interested in offers for health club memberships; spa weekends and vacations; nutrition and diet magazines, books and products; self-improvement; and seminars.


ICOM said its list continues to grow with the explosion in popularity of yoga and Pilates. Recent estimates find there are more than 15 million yoga enthusiasts in the United States, a number that's tripled since 1994. Also booming is Pilates, another low-impact exercise that builds strength, increases flexibility and tones muscle.


"We recently added 93,000 new names to the yoga and Pilates count," Paul said.


Ninety-one percent of ICOM's yoga and Pilates file are women.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above