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Opinion Piece - Know Your Consumer and Their Dreams
Article - Andrew
Cook, director of sales at leading prize promotion
specialist, Unmissable, says brands
are missing out by not coming up with specifically
targeted offers.
It’s universally accepted
that in promotional marketing holidays along with
cash and cars are deemed the most popular consumer
incentive. However ‘holidays’ is a very
broad term and increasingly the move has been towards
‘experiences’.
Experiences can capture the
imagination and aspirations of your audience in a
way that nothing else can – there aren’t
many if any more effective motivators to drive sales
than putting a two-week holiday in Mick Jaggers villa
on-pack. But a word of warning – You Need To
Know Your Audience. The huge benefit of experiences
is that they successfully reach very specific audience
groups and push all the right buttons for those groups.
That said, you need to have a very clear understanding
of who you want to reach from the outset and despite
the huge budgets spent on consumer research it’s
not always the case.
If you do know your audience
and you are careful to select experiences that reflect
and boost brand credentials then there’s not
limit to what you can do. For example if you’re
looking to tap into sports mad males then the chance
to win a days sailing on Eddie Irvine’s boat
moored in Monte Carlo is going to get you noticed.
Even the ubiquitous shopping trip to New York can
be made unique for female shopaholics if it comes
complete with your own personal shopper who knows
their way around the lesser-known celebrity boutiques
as well as the floors of Bloomingdales.
Tailored, aspirational prizes
like these don’t have to blow the budget either,
it’s simply a case of knowing what appeals to
your audience and then coming up with that unique
element that turns a bland weekend away into a memorable
‘experience’.
Everyone has a must-do dream
whether it’s being on your own private island,
star spotting in the hangouts of the rich and famous,
staying in a light house, learning to drive huskies
or going on an adrenaline fuelled safari. When you
know your consumers and what their dreams are then
tailor-made experiences can be extremely powerful
incentives.
ENDS
For further information,
please contact:
Jane Lowen, The Press Office, 01580 764721
jtlowen@aol.com
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