Chasing Your Active Consumers: Catch Them on the Run | CMO Strategy - Advertising Age:
Active consumers can become passionate about your brand when you speak to them when they are out doing what they love best. To figure out your strategy, ask yourself: "Can I meet a need in that environment? Can I create an emotional connection better in one environment than another? Can I link my brand to something positive?" If you can answer "yes," then your campaign will do what it's intended to do: Get the attention of the active consumers, positively associating your brand with their sport.
ABOUT THE AUTHOR
Sherry Orel is CEO, Brand Connections."
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