While payments are not yet integrated under the Identity project, it may soon be possible under “universal login” to create a universal gift card that could be redeemed at any MINDBODY business (similar to our monthly employee MINDBODY dollars). This update will create a massive opportunity for a holiday marketing campaign that suits the Transformation stage of the Consumer Lifecycle.
The value proposition of the campaign for the buyer would be that if they, as a holiday shopper, want to give wellness, they can do it with a gift card that can be used at lots of gyms, spas, and studios, rather than just choosing one gym or spa or massage that their gift receiver may or may not like.
The gift card can be tied—in the messaging—to the idea of giving the app as well so that the gift receiver can use their gift card on intro offers and thereby get a great deal and get started at a new club or studio, on the path to happiness and health. Since the holidays generate the most sales of the year, the universal gift card would be a great Christmas gift, Chanukah gift, Holiday gift, and New Year’s gift for people getting started with their resolutions. Starting PR and social media early, and seeding a few blogs with the idea, could get a MINDBODY universal gift card featured on prominent lists of hot holiday gifts. There are lots of potential fun stories around the concept; for instance, it’s a great way for shoppers to give someone a gym membership without being too direct in suggesting that the gift receiver needs to work out more.
The universal MINDBODY gift card would increase brand awareness for MINDBODY consumers and subscribers, increase the number of app users, increase revenue for subscribers, and increase payment processing revenue for MINDBODY. This would all be done with festive good cheer in solving the problem of finding the right gift. The campaign would also take place during the months when consumers spend the most, and at the right time for the seasonal surge in interest in fitness. In short, it’s a massive branding and sales opportunity wherein customers in the Transformation stage of the Customer Lifecycle can share their passion.