MARKETING REALITIES FOR THE 21ST CENTURY

Melinda Davis, CEO of the Next Group, is a futurist on a mission. Davis founded the Human Desire Project with the goal of "discovering the major motivators of the 21st century." Her invaluable bank of knowledge is featured in her book The New Culture of Desire, and Companies like AT&T, L'Oreal, and Merk look to Davis for answers on how to connect with their customers in deeper, more meaningful ways. In a recent interview with Fast Company, Davis spoke first hand about the trends that will most impact American business. Below is a synopsis of the most important trends for the spa industry, and their implications. (To obtain Davis' complete interview, visit www.fastcompany.com.)

Marketing Trend 1: Information Overload

What it is

"The defining reality of competition and marketing is that companies are in the Overload Economy," says Davis. "There is just too much of everything." With the media in the US spending $1,861 per person to transport messages to each individual, we are constantly bombarded with stimuli. In response, we develop highly attuned filters that make it increasingly difficult to get your message through.

Implications for the Spa Industry

There are two major implications for this trend. 1. Almost every one of your clients is struggling with over communication, which makes it imperative to find creative ways to break through the clutter. 2. If there is too much of everything, there may soon be too many spas chasing too few customers. The industry needs to band together to create a new generation of spa-goers if we want to ensure our long-term success.

Marketing Trend 2: Luxe Populi

What it is

"Luxe populi" is the American quest "to stay visible in an increasingly invisible world by becoming one of the 'important people'." It is an affluent attitude, a belief that we are all entitled to the "finest, the best designed, and the coolest." This trend is supported by the influx of "good taste gurus" peddling a prestige lifestyle to the masses (Martha Stewart, Emiril Lagasse) and the fact that designer clothing and furniture are being sold in Target and Walmart.

Implications for the Spa Industry

This trend presents both opportunities and threats for the spa industry. Since spas are perceived as an upscale indulgence for many Americans, the universe of potential spa-goers widens. However, prices must be affordable to open the window of opportunity. Most of the population will not pay $110 for a massage. The development of "mini-spas" with shortened versions of traditional spa treatments successfully supports this trend.

Marketing Trend 3: "The State of O"

What it is

Peace of mind has become the ultimate consumer good. "People are looking for an experience that goes by many names: the zone of the athlete, the inner bliss of a religious person,' says Davis. 'For some, it's a Calgon moment, when you slip into a warm bath and go 'Ahhhh'. I call it the State of O, for optimal state of mind.

Implications for the Spa Industry

Spas must deliver exceptional service. They must be priced right. But today those are just the prerequisites for getting into the game. "Where the possibility for real differentiation comes in is not in the product itself but in how you collaborate with the consumer's need to heal," says Davis. Spas need to connect with clients on a deeper emotional level and provide relief—from stress, obligations, and a world gone insane.