Posted by Williams Helde Staff
Loyal. Affluent. Engaged. Meet Your New Favorite Customer.
In our last post, we talked about what the Active Explorer is and why you should care. In this one, we’d like to answer a different question.
What does the active explorer have to do with my business?
Initially, we identified the central Active Explorer audience, the ones who freeclimb and heli-ski, triathalon and BASE jump, the core of the core. But the more we looked at them, the more we realized something: they weren’t alone. There was an audience just outside this demographic that was drawn to adventure in an almost gravitational pull.
HYPOTHESIS: THE ACTIVE EXPLORER IS A CLUB WHERE EVERYONE WANTS TO BELONG.
Think of the Active Explorer audience as an avocado. The center is hard-core nuts, but they’re immediately surrounded by a layer that’s richer and more easily accessible. These people aren’t out every weekend on the slopes, trails, or waves. But they yearn to be.
This audience isn’t hard-core, but they’re not tourists, either. They’re on the path to self-improvement. They’re brand-loyal to the products that help them learn and grow, and they’re on the lookout for what’s next. They’re pushing the envelope of what’s personally possible.
BACK TO THE MAIN QUESTION: SO WHAT?
Want to know a secret?
Every great product connects to this audience. Here are some examples of what we’re talking about (even if we didn’t do them).
Banks support Active Explorers by giving them the financial freedom to pursue their dreams. Check out MasterCard’s Luxury Card campaign for a taste.
Insurance protects Active Explorers by freeing them to take more risks. Even Progressive’s “Flo” campaign gets in on the Active Explorer in this TV spot.
Travel delights Active Explorers by sending them into the wild. Inspiration is everywhere, but take a look at Adventure World, out of Australia, for a good example.
Automotive empowers Active Explorers by giving them the freedom to car-camp, adventure, or just get away from it all. Take a look at any RAV-4 commercial to get a sense.
IF YOU HAVE A BRAND OR PRODUCT, WE HAVE A WAY TO ACTIVATE THE EXPLORER IN YOU.
If you don’t believe it,
just wait for our next blog post.
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