How do companies use events to target niche markets?
What will be an ideal response?
Companies can target niche markets by creating or sponsoring events that cater to that market. For example,
Subaru sponsors several outdoors-related niche markets (skiers, snowboarders, and mountain bikers) to show how
its four-wheel drive cars are relevant to their adventurous lifestyle. Different events tactics include lifestyle events
(such as the Subaru example), geographically related events (such as sponsoring a surfing competition on the
coastline), or demographically related events (such as targeting teenaged consumers at a teen-oriented event).
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