Passion Drivers
As a marketer, I am always interested in new and innovative techniques to reach a target market with relevant messaging. And as stated in previous blogs, I am a firm believer that marketing based on interests or passions will yield positive results. Through those blogs, a former colleague reconnected and told me about some proprietary research his company conducts called Passion Drivers®. Their research included studying over 60,000 avid fans of 30 sports in 11 countries on six continents.
Moving beyond standard demographics, this research provides an opportunity for marketers to target based on interests or “passion” instead of standard demographics like age and household income. Consider hockey as an example. A marketer could present the same offer to a 30 year-old female teacher and a 50 year-old male truck driver because they both have a strong affinity for teams, even though they have very different backgrounds. This tool sounds most appealing for companies looking to better leverage sponsorship investments – connecting their brand to target consumers. And, who isn’t concerned about achieving better brand leverage from sponsorships?
Passion drivers appears to be one option for sports marketing … I wonder if there are similar tools for electronics, financial services or other consumer segments.
Dawn Marchand
1 Comment
Ben Wise said
Nice post Dawn. Sports seems like a good choice for bringing out people's passions. But if you look hard enough I'm sure there are lots of other areas that make people as passionate. Cell phones, clothing, jewellery...the question is how to reach people with those specific interests. The internet is one obvious way, where you can target on those things, but I think it remains a challenge in the offline world. A big opportunity if you can figure out how to crack that nut.