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Expiring Product? Extra Samples? The economic environment has left many brands in this position as sales have declined. Active Marketing Group can help your brand distribute additional samples quickly yet with bulls-eye targeting, and without sacrificing cost efficiencies. And we can stimulate demand with the consumers who are most likely to buy your products – gym members, runners, athletes, and Moms. Email us today at amg@active.com

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Endurance Events: Not Just For Ironmen

135 million Americans pay to participate in endurance events or recreation activities each year. They are demographically desirable consumers who purchase products from companies that support their personal interests. Speaking their language and reaching them while they enjoy their favorite activities is a powerful marketing strategy. For many companies, it is the ideal point of relevance; the perfect time to create an invaluable brand experience.

With summer fast approaching, consumers are spending more time outside making traditional media messaging less effective. Now is the ideal time for brands to communicate with their target consumer during key summer and fall events via a targeted sampling program that delivers!

1. Education and trial through targeted literature, coupons and sample distribution.
2. A positive brand affinity with consumers that proactively research and purchase products to ensure they are able to perform at their peak every day.
3. Awareness by reaching consumers who are consistently engaged in lifestyle occasions to increase brand’s relevancy and impact.
4. Purchase intent with consumers open to sharing information and success stories with peers.

It is important to understand, however, that not all events are the same and that there are (at least) two distinct groups that can be reached through these events. Most brands will desire to target one particular consumer. Two of the primary participant demographics are the “Competitive Amateur Athlete” and the “Community Participant”.

So…who is the “Competitive Amateur Athlete”?  This athlete:

  • Is an affluent young professional
  • Spends significantly on better-for-you products and products that are part of this lifestyle
  • Participates in triathlons, marathons / half marathons, 10k and cycling events
  • Skews male (~65% male / 35% female)
  • Earns an extremely high income (median HHI >$100,000+)
  • Is well educated (Indexes heavily with college and graduate school education)
  • Travels extensively (both nationally and internationally)
  • Is urban - Lives in major markets (Coastal markets, Denver, Chicago, etc.).

Past brands that have targeted the “Competitive Amateur Athlete” include deodorants, face/lip care, performance food/beverage products, mainstream energy bars and sunscreen, to name a few. These brands tend to be more endemic to this environment and feature an educational, performance message for a premium product.

On the other hand, the “Community Participant”:

  • Is the primary household shopper
  • Includes Women, Moms, and her family and friends
  • Participates in community events (5ks, fun runs, walks and cause-related events)
  • Skews female (~60% female / 40% male)
  • Is generally higher income (median HHI >$75,000+)
  • Moms with kids make up a large percentage of this group
  • Participates in these events with her family and/or girlfriends
  • Is suburban - Lives in mid-sized markets or suburban areas of major markets.

Brands that have sought to reach the “Community Participant” include bottled water, other beverage companies, hair care accessories and food products. These brands tend to be mainstream brands looking to reach Moms / female head of household shoppers with relevant products in a positive, feel-good environment.

How Can You Reach These Desired Consumer Groups?

By utilizing Active Network’s relationships (www.active.com) with over 35,000 active lifestyle events, brand samples will be distributed through Active’s event director partners via event goody bags.

Sample Distribution:

  • Only events that fit pre-approved brand criteria will be included in the program
  • Amateur Athlete Target: Triathlons, marathons / half marathons, 10k and cycling events
  • Community Participant Target: Community events, 5ks, fun runs, walks and cause-related events.

Added Value:

  • Benefits including signage, logo placement, and PA announcements may be negotiated as an added value.

Expert Execution, Implementation & Reporting:

  • Opt-in enrollment required from all locations
  • Event Directors receive all promotion instructions and sampling details
  • Fulfillment of samples and collateral materials shipped through Active’s centralized distribution center
  • All sampling campaigns managed by Active’s in-house compliance team and account managers
  • Detailed post-program reporting provides program summary, insight and feedback from event director and participants.

Contact Active’s endurance specialist, Rob Klingensmith (858-964-3841 or Rob.Klingensmith@activenetwork.com), or your sales representative for further insight into options to reach your target consumer via endurance and community events.