Marketing programs targeting the Active Culture are a powerful way to promote your brand to a passionate, loyal audience.
hawkeye Sports and Entertainment (hSE) has over ten years of experience creating marketing programs targeting the Active Culture, and can help elevate your brand at the next level.
In order to break through the clutter of marketing muck, it’s crucial to have an agency that truly understands how to reach this demographic in meaningful ways that
create authentic, memorable experiences. hSE specializes in creating brand experiences that captivate people through their passions regarding sports, endurance and entertainment. Marketing programs targeting the Active Culture have the ability to go beyond the traditional consumer/brand relationship and progress towards loyal customer/valued partner bond.
Over the past few years, several trends have contributed to a national consumer movement referred to as “active lifestyle”. Some of those trends include:
- Childhood obesity now recognized as a national epedemic
- Education and access to information has placed value on the importance of being active
- Increased interest in participatory sports versus just being fans of sports
- Increased stress in workplace has led to active lifestyle as an effective outlet
- Leading companies and brands are taking aggressive positions to affect change
- Consumers are making lifestyle choices to improve their health and wellness
- Companies are shifting budgets and campaigns to target active consumers
Marketing programs targeting the Active Culture have a large target audience. An active lifestyle is maintained by an estimated 150 million “healthy active” individuals, who may also be identified as “active athletes.” These are proactive people that are passionate about their active lifestyle, which includes a large amount of their free time and monetary resources being put towards participation in a variety of sports for purposes of leisure enjoyment with a competitive edge. Participation in such sports helps these people feel that they are part of a group that places a high emphasis on their health and well-being.
There are many ways to effectively reach “healthy actives” and a variety of ways to launch marketing programs targeting the Active Culture. hSE understands each channel and media benefit, and knows how to create a customized campaign that will strategically capitalize on the strengths of your brand in the most cost-effective way possible. From traditional media, such as TV, radio and print, to new media such as interactive and viral campaigns, the approach that hSE takes for different brands depends on the needs of the client and the goals of the campaign.
Of course, to effectively initiate marketing programs targeting the Active Culture, you have to understand your audience. They are key influencers that seek information, innovation and brands to improve their minds, bodies and world. They are driven both personally and professionally, and they are extremely proficient at ignoring irrelevant information.
As a group, the Active Culture spans multiple demographic, psychographic and geographic segments. For the Active Culture, being active and remaining engaged is a way of life. Therefore, they share a common commitment and passion for their lifestyle. They also share an appetite for information and innovation to feed their passions, which is why marketing programs targeting the Active Culture are crucial. The Active Culture is growing and this movement is having a profound global effect on many industries.
To learn how marketing programs targeting the Active Culture can harness the specific interests of consumer groups and align your brand with their perceived values, contact hSE at (214) 451-1900, or by email.
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