It’s Christmas in August: We Bring You the Gift of Insight

Want to Win the Holidays? Start Early with these Essential Consumer Insights
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Win the Holidays All Year Long.

This year, research into holidays and occasions was the most requested topic among our clientele of America’s top brands. Many of the calendar holidays are cultural touchpoints that represent billions of dollars in consumer expenditure each year. Whether it’s Mother’s Day, St. Patricks day, Kwanzaa or Christmas – our research can help you understand which audience has the largest buying potential – and how to reach them.

Before you dive into specific holiday insights, take a minute to review the three learnings below that reveal general holiday attitudes among consumer segments.

1.

Consumers value both tradition and individualism in their celebration, particularly Hispanic and African Americans. Show consumers that you understand this tension by illustrating how these segments can use your brand to individualize holiday traditions.

2.

Hispanic and Asian consumers are less likely to celebrate “traditional” American holidays like Fourth of July and Thanksgiving. To win with these consumers around these holidays, focus on segment-relevant themes such as immigration and family.

3.

Consumers are least likely to take offense at brand advertisements that activate on cultural holidays related to their race/ethnicity. If you choose to activate on a cultural holiday, use authentic members of the culture to communicate that the relevant segment is okay with the activation to diffuse concern from other segments.

Three Barbecue Insights to Fire Up Your Connection with Diverse America

Three Barbecue Insights to Fire Up Your Connection with Diverse America
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There’s one month left of summer and that means there are still many summer barbecues to be had. But the end of summer doesn’t mean barbecue season is over. Fall is just around the corner with a plethora of back to school and sports related barbecues.

As you activate with consumers throughout the year around the barbecue occasion, you’ll need to keep in mind how barbecues and cookouts vary for different segments. Multicultural consumers are more likely to agree that there is a difference between barbecues and cookouts.

Don’t miss the next webinar 

Navigating the OTT Revolution and Beyond: How Youth is Changing Content Consumption and the Media Landscape

September 4th, 2019

Our latest research on holidays and occasions features a deep dive into consumers’ barbecue experiences to help you navigate the occasion across segments. Read below for three key insights and download the barbecue insights deck for a deeper dive.

1. African Americans are more likely than other segments to have or attend a barbecue on traditional “barbecue holidays.” Most advertisements on barbecues do not include cultural winks to this segment. Focus on what matters to African Americans when advertising around these specific occasions—food, family/friends, and a lively atmosphere.

2. Hispanics are less likely than other segments to eat traditional barbecue foods such as hot dogs and hamburgers, and more likely to eat steak, chicken, and cultural foods. Make sure to appropriately represent what Hispanics have on their barbecue plates when engaged in targeted advertising.

3. Segments have barbecue-specific drinking preferences. White, Asian and Hispanic consumers lean towards beer, while African Americans prefer liquor. Alcohol brands should target their advertisements accordingly, while reminding consumers there are other available options.

How Brands can Engage During Hispanic Heritage Month

How Brands can Engage During Hispanic Heritage Month
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Hispanic Heritage Month begins on September 15. It’s time to start thinking about what your brand can do to connect with these important consumers. Marketers wonder about their permission to play during heritage months and, should they choose to activate, whether consumers will respond positively.

Our latest research on Holidays and Occasions provides a deep dive into cultural and heritage months, along with 9 other occasions. Don’t miss exploring these compelling new insights and activation case studies.

Don't miss our next webinar

Essentials of Hispanic Marketing
September 11th

KEY INSIGHTS FOR HISPANIC CONSUMERS

Hispanics celebrate their heritage month primarily through food. Pursue experiential marketing campaigns featuring food and/or educational events in the segments’ communities to highlight their value to your brand.

The most common reaction that Hispanics have to Hispanic Heritage Month activations is one of pride. During Hispanic Heritage Month, highlight historical contributions of Hispanics to America make consumers feel proud and included.

Activation IRL: Where and How to Win Young Consumers Through Experiences

Activation IRL: Where and How to Win Young Consumers Through Experiences
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IF you’ve ever had a Facebook or Instagram account, you know how easy it is to broadcast which bands, teams, or foods you ‘like’.

You also probably know how easy it is to overlook these transmissions given the endless stream of social media content. “Showing up” is often a better and stronger way to communicate what you’re interested in and what you find important. And it’s the same with brands. You can claim all  

you want on social media that you’re “one of the gang,” but consumers may not take you seriously unless you “show up and hang out” with them.

To dig into this topic, we at Collage asked a series of questions to a nationally representative sample of 995 respondents with multicultural and youth oversamples. These consumers provided valuable insight as to what experiences they value and how they engage with brands at events.

Download a Sample of the Research

Do you know how to “show up” for younger consumers?

  • Multicultural
  • Millennial
  • Gen Z
  • Gen X
segments, especially Asian and Hispanic – lead attendance at food festivals
  • Millennial
  • Gen Z
  • Multicultural
women are the most likely to attend live sporting events
  • Millennials
  • Gen Z
  • Multiculturals
expect free samples at events, but they may not have the cash to later pay for what they've tried
  • Millennial
  • Gen Z
  • Multicultural
men and women are equally into “Instagrammable moments”