Going beyond consumer reach
Neil Jones, group sales director, Promotion Space Group, on the opportunities provided by destination media and experiential marketing…
It goes without saying that in these times of economic uncertainty, brands are increasingly seeking assurance that any marketing or advertising investment will be cost effective and reach the target audience with little wastage.
The light at the end of the tunnel is that the IPA’s latest quarterly Bellwether report says business confidence is improving, with marketing budgets falling at a slower pace than the previous quarter. But the budget scrutiny will continue well into recovery.
And it’s here that the role of venue media – the use of dedicated space in retail stores and venues by brands for promotional activity – steps in, offering brands a direct, personal and effective marketing channel.
Up to 50 million people a week pass through ‘destinations’, from shopping centres to football stadiums and train stations, most with cash and cards in their pocket with the power to spend. And in today’s society we are all travelling more and spending more time in these destinations, which means the opportunity for investing in destination media is growing all the time.
Destination media is a powerful medium that engages consumers face-to-face in a world where advertisers seek to provide a real experience of a brand. Today is not so much about how many consumers you reach but how you touch them.
Coupled with experiential marketing, destination media offers brands the best chance to communicate directly one-to-one with their customers while the audience is engaged in activity they enjoy, with their senses heightened and in a frame of mind to purchase. Sampling, coupon distribution, competition launches, celebrity meet-and-greets and a whole array of additional experiential opportunities immerse the public in a brand and create a lasting impression and engagement with the consumer.
At Brandspace our portfolio of 3000 high-profile venues including Lakeside, The Metro Centre, Wembley City, Covent Garden London and St Pancras International Station, has seen brands execute marketing campaigns within these destinations that yield results that surpass the expectations for any traditional spot ad.
Last summer Haagen-Dazs created an artificial tennis court right in the centre of London during Wimbledon to launch its limited edition ‘English Raspberry & Meringue’ ice cream.
The mock tennis court came complete with a big TV screen showing the action from Wimbledon and treated City slickers, residents and passers-by to endless servings of Haagen-Dazs and complimentary treatments.
The clever use of space, otherwise left redundant, over the five day period created a buzz for Haagen-Dazs and engaged 16,200 consumers with the brand first hand. The activity created substantial PR and word-of-mouth which magnified interest around the event and swelled visitor numbers.
Of those who were touched and engaged by the activity, 34% said they would definitely buy the limited ice cream, and 46% said they would possibly buy the product. The brand activity is a classic example of using destination media creatively to create a stir that drives results.
While the high volume of people touched by destination activity is a key attraction, it is important not to forget that it can also be incredibly well targeted to a niche audience too. Gamestation, the UK’s leading computer and video games retailer, recently ran a campaign with Brandspace managed Powerleague football stadiums.
Changing room posters, branded beer mats in the sports bars and pitch hoardings conveyed the Gamestation brand message to the players and their spectators before, during and after the games.
The activity allowed fantastic stand-out for Gamestation with an ideal target audience, the lucrative 16-34 year-old male market, allowing plenty of time for the consumer to absorb the message – each one tailored to the local stores.
iPhone applications, pre-roll video adverts and search, amongst others, will continue to a vital part in a marketers armoury. But destination media and experiential marketing provide an opportunity that goes beyond consumer reach by turning those consumers into customers.