LA JOLLA, Calif. - April 9, 2003 - Recognizing the value of the active lifestyle consumer, leading brands are investing in grassroots marketing services from The Active Sports Marketing Group (ASMG). ASMG, the marketing services arm of The Active Network, provides marketers access to the nation's largest aggregated participatory sports community through programs that help brands participate alongside the active lifestyle consumer. ASMG recently signed consumer goods suppliers Unilever, Pepsi-Cola North America, Timex Corporation, Schering-Plough, Con-Agra Foods, Beiersdorf and CNS for integrated online and offline marketing programs in 2003.
According to Bernie Freeman, ASMG's vice president, ASMG services are attractive because of the group's unique access, innovative approach and collective experience as both athletes and consumer brand marketers. "The active lifestyle consumer is a rich brand target but has traditionally been very difficult to deliver in mass to marketers. Our parent company has consolidated the participatory sports community through its industry-leading sites Active.com and eteamz, and its established management services relationships with thousands of event and league organizers. What sets us apart is our ability to leverage our unique access and deliver marketing programs that reach millions of active consumers in an effective and cost-efficient way," explained Freeman. "By leveraging this access, we're executing programs that 'participate with' yet don't 'message at' the consumer. Our extensive involvement in managing active lifestyle activities allows us to reach our targeted consumers during every point of their training journey . . . when they register for events at Active.com, or teams on eteamz, during their workouts, or even on race or game day."
For companies such as CNS, makers of Breathe Right® nasal strips, ASMG services are part of the annual marketing budget. For the third year, CNS will sponsor ASMG's Active Elite team, a sponsored athlete program that leverages peer-to-peer marketing to promote Breathe Right and provide product education. Last year, the program generated product exposure at more than 3,000 events with education outreach to 300+ athletes each month. A marketing partner since 1999, Timex Corporation - the industry leader in sports watches - is working with ASMG to promote and sell its advanced product line of digital heart rate monitors, altimeters and Ironman Speed + Distance products. ASMG's parent company is also co-developing specialized product software for Timex and implementing product trials at events.
ConAgra Foods, one of North America's largest packaged food companies and creator of the Egg Beaters brand, has also signed on for another year with ASMG for event sponsorship, product sampling and research. Last year, ASMG conducted a two-part study of active lifestyle consumers - working with its consumer research arm The Leisure Intelligence Group - to determine product positioning for Egg Beaters. ConAgra used the research to identify and understand a new market segment for its EggBeaters brand.
Unilever, makers of Degree deodorant and one of the world's leading suppliers of consumer goods, is leveraging ASMG's services to support its Ironman licensing sponsorship with World Triathlon Corporation. ASMG will manage a Degree Ironman triathlon team and provide consulting services, as well as implement event marketing tactics such as product sampling, on-course signage and expo management. South Beach Beverage Company - a subsidiary of Pepsi-Cola North America - has also turned to ASMG to create a SoBe Lean 5K event series in key markets to reach active, weight-conscious consumers.
About ASMG
Marketing services from The Active Sports Marketing Group (ASMG), part of The Active Network, help brands develop meaningful relationships with active lifestyle consumers. Through integrated programs that include event marketing, product licensing, athlete sponsorships, and online and traditional media, ASMG (www.theasmg.com) provides unique access to the nation's largest aggregated participatory sports community. Clients include Beiersdorf, CNS, ConAgra Foods, Nike, Pepsi-Cola North America, Procter & Gamble, Schering-Plough, Timex Corporation, Toyota, Unilever and others. To find out about ASMG services, visit www.theasmg.com or e-mail info@theasmg.com. For information about The Active Network and its properties, visit www.theactivenetwork.com.