By using
strategic marketing to engage active lifestyles, brands can leverage
existing assets to reach new audiences. hawkeye Sports and
Entertainment (hSE) develops turn-key, strategic marketing campaigns
that provide real results for global brands that seek traction among
consumers with a particularly active lifestyle.
Learn more
about how strategic marketing can engage active lifestyles by
requesting your FREE whitepaper from hSE. Click on the image below to
contact hSE now, or fill out the form below.
Consumers with active lifestyles
are growing rapidly, and poised to become an even more important market
segment as casual participants in endurance sports and other activities
become more committed, and these activities gain exposure to an
“aspirational” market that strongly considers significant involvement.
Reach more through the “core”
At hSE, the science of developing strategic marketing
concepts that effectively activate highly desirable, active customers
begins with a solid understanding of each subgroup of the Active
Culture. As outlined in this free whitepaper from hSE, the Active
Culture consists of several groups that make up the 70 million U.S.
adults that are among this highly influential consumer segment. The
“core” of the Active Culture is comprised of around 500,000 elite and
committed athletes. This well-defined group are influencers that a
considerably larger groups look to for authenticity and information.
Successful
endemic brands have built reputations by engaging the core to gain
credibility, awareness and loyalty. hSE has extensive experience in
strategic marketing that engages the “more” by activating the “core.”
Some of the strategic marketing campaigns that hSE has executed on
behalf of major brands in order to appeal to this crucial group include
work for clients such as:
The North Face
Jeep
Visa
NCAA
Dr. Pepper
Toyota
Sports Illustrated
Reebok
Pepsi
Frito Lay
Anheuser-Busch
NFL
Major League Baseball
Strategic marketing requires authentic engagement
To
fully engage the people of the Active Culture, the conceptual team must
first understand them. For the past six years, the strategic marketing
experts at hSE have focused on analyzing this emerging segment and
gained important insights on who they are, what they do and why they do
it. Engagement of this culture is about authenticity, first and
foremost, and the stakes are high. After all, brands that miss the
mark rarely find themselves in position to re-engage consumers in this
group.
The “trusted platforms” of strategic marketing
Effective
strategic marketing targeting active lifestyles can come in many forms,
but it is absolutely essential that engagement is pursued on the terms
of the consumer, allowing their preferences in gathering information to
dictate the level of interaction. Many brand managers may be surprised
to find how engaged many consumers are willing to become when given
control of the medium. Indeed, the people that make up the Active
Culture are incredibly sophisticated hunters of information, and it’s
fair to say that the interactive boom was greatly influenced by their
participation. Beyond that, the Active Culture influenced the nature of
strategic marketing itself when their collective endorsement of social
networking moved the phenomenon from the passivity of Gen Y into the
consciousness of the mainstream consumer.
Trusted strategic
marketing mediums now include multiple avenues online and more
traditional brand activation tactics. hSE is experienced in executing
them all.
For more information on how to utilize strategic marketing in order to engage active lifestyles,
and to request your free copy of “The Active Culture,” a whitepaper
from hSE that examines this important market segment, call today at
(214) 451-1900, or request info by email (link).
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