Western & English Today


W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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56 Western & English Today P H OTO G R A P H Y: J E N N I N G S R O D E O P H OTO G R A P H Y/CO U R T E S Y N H S R A CEMENT BRAND LOYALTY Of all the marketing options in a retailers' toolbox, event sponsorship may well be one of the most ef ective in reaching young people. Sponsorships, among other things, cement brand loyalty by linking products to sports, events and organizations that consumers care about. Rodeos, horse shows and other lifestyle events are the perfect venue to create an emotional connection with young people that will last a lifetime. T ey are also attracted to the inherent, fast-paced "show and tell" nature of events. Strategically, sponsorships can create visibility and awareness, change or reinforce image, showcase community involvement, and drive sales and retail traf c. When sponsorships are used in conjunction with social media, they create exponential reach for targeting youth. "Social media gives sponsors out-of-venue exposure for an in-venue experience and budget," says Megan Grieve, sponsorship and digital marketing strategist for Cinch Jeans. And with youth, social media equates to good old-fashioned word-of-mouth advertising. It's personal, powerful and productive … on a grand scale. As you gear up for the coming year, make it a goal to grow your business through sponsorship of youth-oriented events. T e common sense tips and wise strategies of ered by event organizers and manufacturers will put you ahead of the game in building a lifelong, loyal clientele. Get 'Em While They're Young Build brand loyalty with teens and preteens to create lifetime customers. By Carol Gustafson A ustin White has a theory. T e marketing director for the National High School Rodeo Association believes there is a sweet spot when a consumer determines his or her buying choices for life. T is moment, says White, of en comes at the age of just 17 or 18, and sometimes even younger. A sizeable amount of research would seem to back up White's hunch that brand af nities, lifestyle habits and consumer patterns established in teen years stick with a consumer for life. Several studies have conf rmed that kids who become loyal to the Pepsi brand at the age of 12 will probably stay loyal to the soda in their later years. "Youth is where it all begins," says Tabatha Udy, Western sponsorship manager for Ariat. In addition to representing an important immediate target audience, ef ectively selling and marketing to youth can produce years of future dividends.

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