My point is that the media world has changed considerably over just the past few years, and marketers of goods that have always relied solely on mass media to get their point across should now reconsider that stance, as heretical as this may appear to be.
Indeed, for a relatively small amount of investment, I have just the marketing edge you are looking for, and I can prove it ....
It's the sport of squash. The U.S. Squash (USS) association undertook an extensive review of its membership back in 2006. Using an outside specialist firm, the USS wanted to better understand its diverse membership. Based on earlier direct-mail invitations to its e-mail list, 1,429 squash player surveys were completed. There were a wealth of findings, including:
- 86% were males
- Average age was 43 years old
- 81% self-identify as being White (<2% off US average of over 79%)
- 92% have a 4-year college degree or higher
- Those with a graduate degree: 57% (US average, 9%)
- Mean household income is $287,000
- Percent with household income over $100,000: 58% (US average, 12%)
- Percent who own home: 80% (US average, 66%)
- Mean household non-real estate assets valued at $1,407,000
- C-level (eg, CEO, CIO, etc.): 19%
- VP: 9%
- Director or Manager: 19%
- 52% play at a private club
- 30% at a public/commercial health club
- 19% at a country club
- 18% at a college facility; and
- 11% at a squash-only commercial club.
- 52% of respondents were from the Northeast; 20% were from the South; 15% from the West; and 13% from the Midwest (therefore it is no longer true that squash is only a regional, northeast sport)
- Respondents play on average 2.6 times a week.
- imported luxury car, 29%
- domestic luxury, 5%
- sedan, 32%
- sports car, 16%
- SUV, 38%
- Motorboat or sailboat, 10%
- airplane(!), 1%.
On average, 30% or more of the respondents said they played the following sports:
- golf, 49%
- tennis, 45%
- skiing, 38%
- cycling, 37%
- running, 37%
- swimming, 31%. And 14% sailed....
- have a significantly higher average household income ($538,000 vs. $287,000)
- have a significantly higher non real estate asset value ($2,937,000 vs. $1,407,000)
- Average # of airplane flights per year, all respondents: 5.9 (HWH averages 6.8)
- Average international flights per year, all respondents: 1.9 (HWH averages 2.3)
- life insurance, 35% (HWH, 45%)
- 401K or IRA, 77% (HWH, 85%)
- stocks, 65% (HWH, 83%)
- bonds, 37 (HWH, 52%)
- real estate, 36% (HWH, 51%)
- venture capital, 11 (HWH, 20%).
A global brand would do well to promote itself in a milieu where these smart, high-achieving, relatively well-to-do individuals are fully engaged: in squash magazines, squash websites and other media, and by sponsoring tournaments that can be found on every continent save Antarctica. You will find your dollar goes a lot further than in such high-expense sponsorships like those found in golf and tennis, and the demographic and financial profile of the squash player is unrivaled. No sports segment comes close. If you are a luxury brand that needs to target individuals whose pockets are deep enough to consider purchasing one of your products, then it's time for some new thinking.
Oh, one more thing. Another old-school line of thought said squash spectators were too reserved, that the media quality was so problematical that you couldn't see the ball, and that the players were uninteresting and unexciting. Check this link out, which refutes all those points,and then some. It's 155 seconds of what squash is all about: Today's Squash.
Feel free to contact me with any questions. I personally have nothing to sell, but as a publisher I hate to see a great opportunity go unexamined.