Brazil's emerging middle class (classe C), for quite some time, have been getting particular attention from marketers and advertisers. This makes sense: the most recent numbers indicate that more than 105 million people in Brazilâ€”55% of the populationâ€”are class C. In June 2011 the FundaÃ§Ã£o GetÃºlio Vargas, reported that between May 2010 and May 2011, 3.6 million Brazilians had moved from classes D and E to Class C, making it the fastest-growing socioeconomic class. According to research firm Data Popular, by 2014 58% of Brazilians will be class C.
As class C has surged, it's been studied, especially when it comes to media use. Below are 5 ways for marketers, advertisers and media professionals to reach class C.
1. Go Digital
For years, the perception was that class C was not online, that they couldn't afford Internet service or weren't tech-savvy enough. Wrong. According to research firm e-bit reported in 2011 that 52% of Brazilian online consumers were from class C. Looking forward, by 2015 class C will be responsible for a level of consumption that will be equivalent to classes A and B combined.
2. Use the Power of Print
In stark contrast to the United States and Europe, print media are very strong in Brazil. Newspapers gained 3.5% in circulation in 2011 and were the #2 medium in ad spend. Magazines broke records in revenues in 2011 while gaining 5% in circulation.
3. Put Pay TV into the Plan
According to the head of the AssociaÃ§Ã£o Brasileira de TV por Assinatura (Brazilian Pay TV Association), 30% of pay TV's subscriber base are from class C. Around 13 million households in Brazil have pay TV, which translates to around 39 million people.
If you want to discover new ideas and strategies, focused on marketing, loyalty and engagement strategy then check out Loyalty World USA, October 29th-31st in Las Vegas.