How Market Segmentation Pays Off For Sponsorship Seekers
We've all seen the Super Bowl :30's from beer giants like A-B and MillerCoors, but the U.S. launch of Heineken's latest beer may give a more accurate picture of why both content and events are growing in marketing stature relative to mass media. Heineken's Indio is targeted at Hispanic men 21-26 years old in Chicago, Los Angeles, San Diego, San Francisco, Austin, Dallas, Houston and San Antonio and according to Felix Palau, VP of marketing at Heineken, segmentation of the broader beer industry has a lot to do with the marketing strategy that's been developed.
"Market segmentation continues to have a major impact on the industry and Indio will use this trend to create a very specific campaign that speaks directly to the niche audiences' interests and passions in life," Palau said.
To reach the roughly five million multicultural millennial consumers in the U.S., Indio is creating immersive events that speak to its target including live performances from DJs and bands, language tutorials, and brand sampling.
It's not just the big brewers that use events to cater to increasingly targeted interests and passions. Fast growing craft brewer, New Belgium, is expanding its footprint nationwide by tapping into a unique breed of environmentally conscious outdoor festivals across the country like the New Belgium Urban Assault Ride.
"At more than 1,700, the number of breweries in the U.S. is higher than any time since the late 1800s," says Paul Gatza, director of the Brewers Association, a non-profit trade group that promotes the craft beer industry nationwide.
To set itself apart from the crowd, New Belgium looks to drive positive environmental change through outdoor event sponsorships and actively looks for events with an environmentally-conscious message.
Before crafting a successful beer pitch, you may want to take some time to critically consider which brews are targeting your specific niche and more broadly, it may pay off to be on the lookout for other industries that are undergoing similar shifts in segmentation as this may be a future indicator of sponsorship appetite.
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