[worldwidetraveler]

Pretty cool video talking about the p90x product. The direct marketing company that sells it will pull in 400 million, with their entire product line, this year.

http://video.cnbc.com/gallery/?video=3000070486

It also has some other products showcased. Crazy how some products just take off.

[Andy_B]

Interesting how fitness products really dominate in direct marketing. Most marketers know the "health, wealth, relationships" triad of successful niches, but it really seems like health is the most successful one, for some reason, followed by wealth. I wonder what it says about our society that people's priorities (at least as measured in terms of personal development product sales) are looks > money >>>>> relationships.

[Vicious]

These people cater mostly to people's feeling of guilt. 99% of the people buying infomercial health products will not use them consistently or use them consistently for a short time and then stop. Health clubs work the same way these days. There are actually very few health clubs that will allow single use of their gym, you have to sign up for a membership that rarely is <3 months.

[worldwidetraveler]

(02-05-2012 07:34 AM)Andy_B Wrote:  

Interesting how fitness products really dominate in direct marketing. Most marketers know the "health, wealth, relationships" triad of successful niches, but it really seems like health is the most successful one, for some reason, followed by wealth. I wonder what it says about our society that people's priorities (at least as measured in terms of personal development product sales) are looks > money >>>>> relationships.

Personally, I think health is just bigger compared the relationship and wealth niches. We have huge obesity problems but that also doesn't include the fat people or the people that need to lose a little belly fat.

P90x really created a cult following. I have seen social activities revolve around the workouts.

I am still a little surprised that it sold as much as it did. The infomercial showed a pretty tough workout which would put off the magic pill weight loss demographics. ha

I think they just targeted a group that enjoys pain. Sort of like Bodybuilders. I remember John Carlton talking about bodybuilders and how they ate up the pain of training type of marketing.

[worldwidetraveler]

(02-05-2012 07:40 AM)Vicious Wrote:  

These people cater mostly to people's feeling of guilt. 99% of the people buying infomercial health products will not use them consistently or use them consistently for a short time and then stop. Health clubs work the same way these days. There are actually very few health clubs that will allow single use of their gym, you have to sign up for a membership that rarely is <3 months.

True, which is was I said I was surprised at how well it sold since it did show a pretty extensive workout. They promoted it as a tough workout which isn't necessary to cater to those guilty feelings. Not like a pill that keeps you from getting fat deposits around your waist. ha

The health clubs know they get a major push in January and people drop like flies by March. I hate the gym during that time of the year.

[Chad Daring]

(02-05-2012 07:45 AM)worldwidetraveler Wrote:  

(02-05-2012 07:34 AM)Andy_B Wrote:  

Interesting how fitness products really dominate in direct marketing. Most marketers know the "health, wealth, relationships" triad of successful niches, but it really seems like health is the most successful one, for some reason, followed by wealth. I wonder what it says about our society that people's priorities (at least as measured in terms of personal development product sales) are looks > money >>>>> relationships.

Personally, I think health is just bigger compared the relationship and wealth niches. We have huge obesity problems but that also doesn't include the fat people or the people that need to lose a little belly fat.

P90x really created a cult following. I have seen social activities revolve around the workouts.

I am still a little surprised that it sold as much as it did. The infomercial showed a pretty tough workout which would put off the magic pill weight loss demographics. ha

I think they just targeted a group that enjoys pain. Sort of like Bodybuilders. I remember John Carlton talking about bodybuilders and how they ate up the pain of training type of marketing.

When I was in my late teens I bought P90X (off ebay, I aint no fool), I was also a big fat guy back then.

Most fatties KNOW that magic pill shit doesn't work. They buy it because of the lottery effect. They know its probably going to fail, BUT BUT BUT WHAT IF THIS IS THE ONE?!

P90X doesn't come off as a magic pill, but it does. They still showed the same crazy transformations and sell it as a "you can lose the weight too!" kind of program. Because of the work involved it seems legit, which it is.

The joke behind P90X is its basically just telling you to EAT WELL AND EXERCISE. That isn't a weight loss secret or miracle. I think its the realistic approach coupled with good marketing that has lead to its success.