Brands looking for a new way to reach a highly desirable audience with their message should consider Active Culture marketing campaigns.
The group of people, sometimes referred to as “generation active”, may also be referred to as the Active Culture. In order for a brand to successfully engage this group of people, it is necessary to be equipped with the precise knowledge and strategies that are proven to reach and engage the audience. hawkeye Sports and Entertainment has over 10 years of insight and experience creating highly successful Active Culture marketing campaigns, and can help your brand do the same.
When understanding the potential impact of Active Culture marketing campaigns, it’s important to understand exactly who makes up this segment. The group is comprised of over 70 million adults – almost one in four Americans – that are actively engaged in a form of health, wellness or fitness activity. This rapidly growing segment represents a powerful, influential force in the world of lifestyle marketing. Fortunately, hawkeye Sports and Entertainment (hSE) has been tracking this segment since around the time it was initially identified, and even developed the “Active Culture” distinction.
The reason a partner like hSE is so crucial in reaching the Active Culture is that this segment has proven to be one of – if not the most – challenging groups of people to market to and successfully engage. Fortunately, hSE has a deep understanding of Active Culture marketing campaigns that are poised for success and have a proven, award-winning track record of developing strategies that appeal to people’s passions and interests. This causes people to gravitate towards and ultimately embrace a brand.
There group of people that now actively engage in sports on their own which is why Active Culture marketing campaigns are highly successful – when planned and executed properly. This ever-growing segment of “healthy active individuals” has reached 150 million, and that number will only continue to climb. These people are more than just the stereotypical sports fan – they are participants.
To effectively target Active Culture marketing campaigns, it’s important to thoroughly understand them as a whole.
Active athletes are affluent, educated and influential:
• Household income = $100K – 136 Index
• 84% have a college education / 37% have an advanced degree
• 53% are male / 47% are female
Active athletes are primary home decision makers:
• Personal care products – 131 Index
• Travel related products – 125 Index
• Gear and accessories – Spend over $3000 per year
• 95% travel domestically / 55% travel internationally
Active athletes are business decision makers
• Business travel – 141 Index
• Information technology – 141 Index
Through traditional media, interactive and event marketing, hSE has developed meaningful Active Culture marketing campaigns that utilize the passion of the demographic. Rather than simply put a message in front of active athletes, true engagement opportunities have been created that develop actual brand loyalty and preference. Whether it be during televised sports, at live sporting events or event marketing during amateur sports events that active athletes participate in, the opportunity to position brands and create high-impact Active Culture marketing campaigns is what hSE specializes in.
To learn more about Active Culture marketing campaigns and lifestyle promotional campaigns 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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