Why Brands Should Care About Country Music
The 51st annual Academy of Country Music Awards aired this past Sunday and in spite of the documented success of many
country artists crossing over to other genres, country music is still largely misunderstood by brands and advertisers who don’t realize the full potential of tapping into this
lucrative market. Here are two key demographics brands should focus on in order to successfully partner with country music:
The New Heartland We’re going to let you in on a secret called
the New Heartland; a significantly influential cultural segment of consumers from the Southwest, Midwest, and parts of the Southeast. Folks in these areas have strong values (e.g., community and family), which tends to influence their buying decisions and what brands they show loyalty to. And make no mistake, country music fans are loyal…
very loyal to brands they love.
Ladies Lead the Way Brands also need to remember that country music artists are looking for partnerships and female artists especially, wield a lot of branding power. Last year
Billboard.com reported that out of the top six celebrity endorsers who were musicians, four were country acts and three of those were female: Carrie Underwood, Reba McEntire, and Faith Hill. And according to research by Marketing Zeus,
85 percent of all U.S. consumer purchases are made by women. The simple fact is this: women look to other women—especially the ones they can relate to as wives, moms, and girlfriends—for product recommendations, and that can have a great impact on purchasing decisions. Finally, be careful not to stereotype. Not every country act is rocking on the front porch sipping sweet tea or spending their weekends watching NASCAR. If you research and are authentic when approaching a potential country music brand ambassador, you increase your chances of creating a winning partnership. Tell us in the comments which brands have strong country music partnerships.