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Members get more!Over 200 agency, brand owner and service provider members agree.As an IPM Member you get access to everything you need to create the best promotional marketing campaigns including:

Up to 2 Free legal campaign approvals per year Unlimited telephone legal support* IPM Consumer Accreditation Seal** Special rates on all IPM Education products Exclusivenetworkingopportunities Over£2,000worthofbenefits***

“ Our membership of IPM gives us access to essential resources for our promotional marketing needs.”

Marcus Sandwith, Haygarth Corporate member for over 14yrs

*Unlimitedaccesstoaskforquickadviceoverthephone;max30minspersession.**ProvidedtomembersonfinalapprovalbytheLASteamthattheirpromotionalcollateral, including T&Cs are legal and comply with the CAP Code. ***Based on available discounts and value of standard services.

“ The Diploma was hard work but I enjoyed it. It was worthwhile.”

LeonieWalker,Mando Completed IPM Diploma

“ The IPM Legal Advisory Service provides a stamp of approval that reassures our clients”

Myrtle Doyle, Blue Chip MarketingRegularLegalServiceUser

Discover more about IPM Membership:@ theipm.org.uk membership@theipm.org.uk 020 7291 7730

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Members get more!Over 200 agency, brand owner and service provider members agree.As an IPM Member you get access to everything you need to create the best promotional marketing campaigns including:

Up to 2 Free legal campaign approvals per year Unlimited telephone legal support* IPM Consumer Accreditation Seal** Special rates on all IPM Education products Exclusivenetworkingopportunities Over£2,000worthofbenefits***

“ Our membership of IPM gives us access to essential resources for our promotional marketing needs.”

Marcus Sandwith, Haygarth Corporate member for over 14yrs

*Unlimitedaccesstoaskforquickadviceoverthephone;max30minspersession.**ProvidedtomembersonfinalapprovalbytheLASteamthattheirpromotionalcollateral, including T&Cs are legal and comply with the CAP Code. ***Based on available discounts and value of standard services.

“ The Diploma was hard work but I enjoyed it. It was worthwhile.”

LeonieWalker,Mando Completed IPM Diploma

“ The IPM Legal Advisory Service provides a stamp of approval that reassures our clients”

Myrtle Doyle, Blue Chip MarketingRegularLegalServiceUser

Discover more about IPM Membership:@ theipm.org.uk membership@theipm.org.uk 020 7291 7730

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THE DRUM 09.JUL.14 www.thedrum.com INSIDE03

IT’S A FACT: PROMOTIONS WORK CONTENTS

05 Promo marketing with bite How promotional marketing is a key tool for Kellogg’s in driving consumer engagement.

07 Big data and FMCG brands How can FMCG brands link promotion data with individual purchase data?

09 Reaching the right audience A look at the importantance to brands of reaching the right people at the right time.

11 Are you not entertained? There’s no room for lazy alliances when it comes to partnering with entertainment.

13 Avoiding nasty surprises Safeguarding against potential risks when running with promotions.

15 The investigative customer How experiential should be at the forefront of every brand’s creative thinking.

THE DRUM is published by Carnyx Group Limited. The publishers, authors and printers cannot accept liability for any errors or omissions. Any artwork will be accepted at owner’s risk. All rights reserved. On no account may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. © CARNYX GROUP LIMITED 2013 ISSN 2046-0635

Coca-Cola handing out samples on the street, McDonald’s running its Monopoly prize promotion, Walkers offering someone the chance to win £1m for creating a new crisp flavour – big brands use promotions because they are cost-effective and provide impact.

UK marketers spent almost £55bn on promotional marketing during 2013, according to Institute of Promotional Marketing research. Evidently promotions are a key component of the UK marketing industry – but it is vitally important that any promotional activities are well-crafted, well-executed and professionally managed at all stages, so that the right message with the right incentive is delivered to the right audience via the right channel at the right time.

During the economic downturn, price promotions dominated because they deliver an immediate sales uplift – but this comes at a cost to margins, profits and long-term brand values. Now the economy is recovering, is there a need for marketers to pause and consider how best to balance price promotions with added-value promotions, which build profit, loyalty and brand equity?

It’s a fact: promotions do work. What’s more, consumers are increasingly on the look-out for them – recent research found that more than three-quarters of them like to buy brands on promotion.

The IPM’s mission is to ensure that brands, agencies and service providers have everything they need to create the best possible promotional marketing campaigns, whatever techniques and channels they use. We do this by lobbying to defend the right to promote, working within the wider marketing industry to influence self-regulation, providing key legal services, and educating the next generation of promotional marketers. IPM members also have exclusive access to other resources, such as industry research, case studies and networking opportunities.

All of the contributors to this supplement showcasing the diversity and strength of the promotional marketing industry are IPM members. They are experts in specialist promotional techniques and channels such as brand activation, experiential, consumer, on-pack, shopper, broadcast, digital, direct marketing and integrated activities which influence behaviour, build brand value and stimulate response.

Kory McLeod, head of membership, theipm.org.uk@IPMupdates

Getting the right message to the right audience is crucial to the success of a campaign – and the IPM can help make this happen.

sponsored by:

The content in this supplement is supported by funding from external companies and organisations. All editorial content is independent of any sponsorship, unless otherwise clearly stated. We make Knowledge Banks available for sponsors' own content.

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THE DRUM 09.JUL.14 www.thedrum.com CASE STUDY05

The cereal giant’s success comes both from embracing new techniques, such as its pop-up restaurant experience, and continuing tried-and-tested promotions beloved by its customers.

KELLOGG’S: PROMOTIONAL MARKETING WITH BITEWhen it comes to promotional marketing, there are few major brands with a longer or richer heritage than Kellogg’s.

Promotional marketing has been at the heart of Kellogg’s communications mix ever since it ran its first mail-in offer in 1909 (for a 10 cent Kellogg’s cereal bowl, fact fans). The brand would go on to pioneer the classic ‘toy-in-the-box’ promotion in 1945, and is a major innovator in the use of promotions today, although it also still uses many tried and tested promotional techniques and channels.

Sam Blunt, brand experience and digital controller at Kellogg’s, says: “Promotional marketing continues to be a key tool for us in driving consumer engagement, adding value to our packs and building brand equity. To be effective, it has to be the right offer, to the right audiences, delivered via the right channels, at the right time. Consumers will only engage with Kellogg’s promotions if we offer something that is relevant to them, delivers added value and is communicated in an interesting way.

“Kellogg’s has the added bonus that our cereal boxes are a media channel for us, delivering our brand messages right to the family breakfast table. In that context, on-pack promotions make a lot of sense.”

Blunt believes that while there is a role for price promotions in driving product trial, using too many of them runs the risk of eroding brand value. Value-added promotions, by contrast, can build brand equity by giving consumers something that has a perceived value for them.

For example, more than 1.5 million people visited Merlin theme parks and attractions last year using vouchers from Kellogg’s ‘Grown-ups Go Free’ promotion. And when the brand ran its ‘Free Swim’ promotion, more than 1 million people used the tokens from Kellogg’s packs for swimming sessions.

Whether it is using the latest digital channels or a 100-year-old technique, Kellogg’s makes sure it gets its promotions checked out by legal experts, such as the IPM’s Legal Advisory Service. In fact, Kellogg’s was the first brand to use the IPM Seal, a consumer-facing scheme which assures shoppers that a promotion will deliver on what it promises.

Kellogg’s is always watching for trends in the promotional landscape, and for new promotional techniques and channels which can be used to build

even better relationships with its consumers. For example, in recent years, Blunt says: “A promotional technique which has seen the huge growth is experiential.”

In 2012, Kellogg’s staged an award-winning experiential promotion for its Crunchy Nut brand, creating a ‘pop-up restaurant’, complete with maître d’ service, where consumers were served the brand’s range of products in a stylish restaurant setting. Many other food brands have since followed suit with their own pop-up restaurants.

Blunt says: “One of the reasons we’re more likely to invest in experiential than before is that digital technology has revolutionised promotional marketing

sponsored by:

in terms of how we communicate and interact with consumers. Social media now gives us the opportunity to amplify our activities way beyond those people who actually engage with us.”

Interestingly, Blunt reports that promotional marketing offering digital rewards has yet to take off in a big way. “Getting something free in a cereal box, or delivered in the post, is still quite special and continues to appeal to many of our consumers,” he says.

Kellogg’s may have been using promotional marketing for more than 100 years, but on current form, it looks like it has no intention of abandoning what has proven to be a very powerful marketing tool.

“OUR CEREAL BOXES ARE A MEDIA CHANNEL FOR US, DELIVERING OUR BRAND MESSAGES TO THE TABLE”

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THE DRUM 09.JUL.14 www.thedrum.com KNOWLEDGE BANK07

HIVE

Big Data has been extensively talked about as a strategic imperative for brands. So far, the buzz has focussed around individual purchase data collected by retailers, banks and utilities, but what about FMCG brands?

Unsurprisingly, global FMCGs such as Unilever and P&G are now committing to using data as a strategic tool to drive their businesses.

P&G’s supersavvyme community recently won the Data Strategy Award for Proximity’s work on ‘Mums on a Mission’. The promotion used both social media and coupons to track their consumers’ path to purchase.

Unilever’s chief marketing office, Keith Weed, says: “We are already able to tell a consumer when he’s walking in the park (we know his location) on a hot day (we know what the weather is like there), where the nearest place is to buy a Magnum and send him a code for a discount.”

Smaller manufacturers are catching on too. Paterson’s Shortbread and Berberana Wine are now using data to gain a competitive advantage at low cost. As first movers in their categories they have the advantage, knowing competitors will need to invest heavily to catch up.

Why does Big Data matter to FMCG?Big Data enables brands to be more relevant and responsive to their consumers. Retailers, such as Tesco, are already masters at this with their loyalty card activity. Combining individual consumer data with purchase data enables retailers to segment their customers in fine detail. Consequently, they can target consumers with personalised, relevant communications that really hit the mark.

While it’s clear that Unilever is embracing Big Data, I’m sure Keith Weed would agree that their example highlights the missing key element for FMCG brands: individual purchase data.

Did that Magnum discount code actually result in a sale? How do they know? Also, do they need to keep sending discount codes and continually discount the brand to keep him engaged? Or will this just annoy him and prompt him to opt out of Unilever’s database? And how does Unilever measure the return on inestment (ROI) of this campaign without accurate sales data?

Analysis companies such as Dunn Humby or Nielsen can help brands to measure overall sales performance, but not to know exactly who their consumers are and why they bought a certain item.

Brands that create Big Data that links individual purchase data to their promotional activity gain an indisputable advantage because they can accurately

measure their ROI and respond intelligently. Using Big Data to drive intelligent promotions creates a massive opportunity for brands to increase sales without resorting to price discounting.

One category-leading FMCG brand is already successfully employing this tactic to sell 3.2 packs more per annum to its database; a 74 per cent increase versus their typical frequency of purchase.

Anchor Butter and its agency, whynot!, are currently using Hive’s intelligent promotional platform to gather individual purchase data from consumers and generate more active users from their database. By being more relevant and responsive, they have seen a 50 per cent increase in active consumers and recently picked up the IPM Gold Award for long-term loyalty.

How can FMCG brands link promotion data with individual purchase data?Printing unique codes on packs unlocks the enormous potential Big Data holds for FMCG brands. Plus, thanks

Big Data: what is the missing link for FMCG brands?

Tel: 01509 882 910Email: info@hiveonline.co.ukWeb: www.hiveonline.co.ukTwitter: @HiveOfficial

to modern technology, it is now cost-effective and can be implemented easily without disrupting production.

I can claim this with some confidence as Hive manages more than 2bn unique codes per year and has a 100 per cent success rate in enabling code printing.

When consumers register and enter codes, it enables brands to collect high quality behavioural and individual purchase data in a single view. They are then perfectly placed to engage consumers in a highly relevant and unique way.

This accurate, intelligent data can also distinguish fact from theory. For example, there is a distinct difference between what people say in surveys about their buying habits and how they actually purchase goods.

Intelligent promotions that are more relevant and responsive are key to building loyalty and driving sales. However, FMCG brands will only achieve this if they fully embrace Big Data that includes individual purchase data. It’s a strategic imperative at a low marginal cost that no brand can afford to ignore.

Jonathan JacksonManaging DirectorHive

“USING BIG DATA TO DRIVE INTELLIGENT PROMOTIONS CREATES A MASSIVE OPPORTUNITY FOR BRANDS TO INCREASE SALES WITHOUT RESORTING TO DISCOUNTING.”

sponsored by:

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Delivering brand engagement though Affinity Sampling

www.responseone.co.uk 01225 480480 info@responseone.co.uk

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Delivering brand engagement though Affinity Sampling

www.responseone.co.uk 01225 480480 info@responseone.co.uk

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THE DRUM 09.JUL.14 www.thedrum.com KNOWLEDGE BANK09

RESPONSE ONE

Think of traditional sampling activity and you can be excused for picturing good-looking young men and women handing out miniature packs of Pringles or cans of deodorant at busy train stations. This type of campaign still has its place in the marketing mix, but a new and more sophisticated way of reaching a specific audience has evolved.

In a world where data has begun to dominate, it seems a natural extension to apply customer insight to the business of driving product trial. The result is Affinity Sampling, which is set to revolutionise the way brands get into the hands of their target consumers, at the right place and at the right time.

Based on the knowledge locked in our clients’ databases about reach and demographic preference, product samples are paired with a trusted ‘carrier brand’. The key aspect is that the brand and carrier have ‘lookalike’ consumers. Ultimately, samples are enclosed within orders placed with the carrier brand.

It’s that simple, and it’s proving very successful. Partly this is down to the devil in the detail of the data. But it’s also crucial to enthuse the target market by creating dialogue and engagement via social media and through the carriers’ digital platforms. There’s nothing people love more – and apparently there’s little of greater value to brands in this connected age – than sharing a good experience online.

For advertisers who understand that sampling is an important part of their media plan, this creates brand engagement by making a positive impact. The target audience is at home or work, free from the distractions associated with street sampling, and in a receptive frame of mind having just opened their order from the carrier brand. Recipients also share their experience spontaneously on social media platforms including Facebook, Twitter and Instagram. Meanwhile, the use of specialist software aids campaign analysis and gives an understanding of consumer sentiment.

For carrier brands, it casts them in a good light because they are playing their part in a memorable experience. They also benefit from the ‘halo effect’ of social media sharing. For agencies, it is a measurable way of making sure that their clients’ brands are getting directly in front of the target market. And for consumers, it means that the pleasure of receiving an online purchase is enhanced when it is accompanied by a brand gift that is highly relevant to them.

The technique is also future-facing, as information from one sampling campaign can inform follow-up communications, maximising an emotional engagement that has already been established.

Response One is currently working with more than 50 carefully selected carrier brands, but the list could be

almost endless. Whatever the requirement, it’s a case of identifying the right carrier for the product, and acting as a partner throughout the process.

Global companies including P&G, Coty and Estée Lauder have already sampled the benefits of affinity sampling. Many major media and specialist promotional agencies are also involved. And the list of carriers includes online retail giants Asos, The Hut and Missguided, among others.

In a recent campaign, Davidoff wanted to launch its latest male fragrance, Davidoff The Game. The target profile was smart, affluent and ambitious businessmen. Response One’s experience marketing team researched and opened up new channels to reach this audience, arranging for prestigious retailers The Savile Row Company and Allsole.com to include samples with online orders.

The agency also designed two competitions to be hosted on the retailers’ Facebook pages. On The Savile Row Company’s page, customers registered for the chance to win a full-sized product. Lack of entry requirements generated a high level of response, and the winner was chosen at random. Meanwhile, Allsole.com

Targeted sampling directly reaches the right audience

Damian CoverdaleManaging DirectorResponse One

Tel: 01225 480480Email: em@responseone.co.ukWeb: www.responseone.co.uk/experiencemarketing

hosted a competition that required customers to leave a comment explaining why they should win a full-sized product for the chance to receive one. This generated an in-depth and emotive level of response. In total, the social media response rate was 6.4 per cent including competition entries, Facebook shares, likes and positive comments.

Damian Coverdale, managing director of Response One, says: “We developed the service with a test-and-learn approach, and now have a bank of knowledge of what works and what doesn’t. We’ve recently joined the IPM and see our fellow members as the perfect people to discuss the new service with.”

Through this new approach, sampling is now truly multi-channel and can go from bland experience to brand experience. It’s a cost-effective way of reaching and engaging with the right people, driving consumer behaviour and, ultimately, loyalty.

The power of social media means it has never been more important to reach the right people at the right time with your brand. Get it right and those people could become long-term advocates.

sponsored by:

Enclosing a sample of a new product in a package of a trusted ‘carrier brand’ can benefit consumers, carrier and newcomer all in one go

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THE DRUM 09.JUL.14 www.thedrum.com KNOWLEDGE BANK11

B&D PROMOTIONS

Partnering with a major entertainment property has always been a popular option for brands, but in this age of content creation and storytelling, only the best and most integrated campaigns will deliver the engagement and reach you are looking for. There is no room for lazy alliances or simple badging exercises – you need to go well beyond the on-pack slap with a little ATL tickle.

For years brands would partner with a film, game or music artist and simply hope that mere association would stand out and create cut through – in fact, I still see partnerships like this in the marketplace because property owners and brands cling to traditional promotional models and techniques.

However, the lines between licensing and partnerships, and endorsement and association, are blurring. With the media landscape at its most exciting, now is the time for dynamic and innovative brands to capitalise by identifying the right entertainment property and using it effectively.

If you’re going to borrow (promotional partnership) or buy (via licensing) the creative assets and value of an entertainment property, then be damn sure you squeeze every last ounce of value out of it. If it includes high-profile talent or beloved animated characters, then be sure to negotiate those assets as part of your creative suite. But there’s more to it than just using the talent. You can tap into years of heritage or acquire brand attributes instantly through the association.

Arguably, the best alliances are the ones that have

both. Heineken’s Skyfall campaign paid homage to (and borrowed heavily from) 50 years of Bond movie heritage, while bookending the TVC with Daniel Craig himself.

If this isn’t an option, then what can you use to add value to your campaign instead? When clothing brand OnePiece partnered with Breaking Bad they weren’t able to use any on-screen talent, but instead produced a limited edition range of onesies in the style of the yellow chemical hazard suits worn in the show. They generated huge media coverage and additional retail displays.

Both campaigns were incredibly effective in using the ‘borrowed’ intellectual property from their chosen entertainment brand to drive engagement, awareness and ultimately sales. They took key assets and themes from the property and then let the consumer join the dots and decide whether they liked the association. Fundamentally, they entertained the consumers with their stand-alone campaigns – they didn’t rely on the entertainment property to do all the heavy lifting, that alliance was simply the seed of a strong campaign.

Evian’s recent partnership with The Amazing Spider-Man 2 is another great example of how a brand took a property and then created a campaign to entertain and engage consumers in its own right.

Are you not entertained?

Evian made Spider-Man the guest star of their Baby & Me campaign that had originally launched the year before. Spider-Man and the ‘baby’ version of the superhero starred in the 90” TVC, on-pack, POS and BTL communications, but it was the TVC that demonstrated just how the right integration can deliver consumer cut-through. The film became the most shared YouTube advert during its launch week and had amassed more than 20m views before the film had even been released. For that period, Evian’s short Spider-Man story was the only new and entertaining Spider-Man content available to consumers.

The examples I’ve listed are all tactical partnerships with new releases, but the same rules apply if you were considering licensing or working with a more evergreen entertainment property, such as a long-running stage show or a specific talent like a music artist. You need to fully integrate the property and its DNA into your campaign if you want to get the most out of your deal.

They have invested millions into their own brand and they are loved by the consumers for making them laugh, cry, dance, fall in love and everything in between. To unlock this value and reap the real rewards, you’ll need to create a campaign that does just that too.

“NOW IS THE TIME FOR DYNAMIC AND INNOVATIVE BRANDS TO CAPITALISE BY IDENTIFYING THE RIGHT ENTERTAINMENT PROPERTY AND USING IT EFFECTIVELY.”

Richard BarnesManaging DirectorB&D Promotions

Tel: 020 7490 9200Email: richard.barnes@brandanddeliver.co.ukWeb: brandanddeliver.co.ukTwitter: @brandanddeliver

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KB-IPM Suppl.indd 11 04/07/2014 11:45

Some use risk to create fear.

Mando knows better than that.

You can trust our 30 years’ experience of identifying, assessing and managing promotional risk. Some of the world’s leading brands and agencies already have, and still do. Because it helps them create value.

Call on 01296 717900 or email riskisgood@mando.co.uk

Risk is good. mando.co.uk

KB-IPM Suppl.indd 12 04/07/2014 11:45

Some use risk to create fear.

Mando knows better than that.

You can trust our 30 years’ experience of identifying, assessing and managing promotional risk. Some of the world’s leading brands and agencies already have, and still do. Because it helps them create value.

Call on 01296 717900 or email riskisgood@mando.co.uk

Risk is good. mando.co.uk

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THE DRUM 09.JUL.14 www.thedrum.com KNOWLEDGE BANK13

MANDO

If there is one thing the current Fifa World Cup in Brazil has proved, it’s that life – and particularly sporting events – can be unpredictable. A month ago, the odds of Spain, England and Italy all being out of the competition at the end of the group stage would have been astronomical.

Imagine you were running a promotion around the event and suddenly found yourself having to pay out on the back of this. That could be very costly.

This unpredictability isn’t just restricted to the World Cup. At the start of the English Premiership season, Liverpool were 33-1 outsiders to win the title, yet they ran it to the wire with Manchester City. While this makes for a great spectacle – once you’ve got over the pain of seeing your team go home, or not quite make it over the line – there are salient lessons for brands.

Big sporting events – not just football – have always been considered a powerful draw for brands, especially when it comes to promotions, and there is a growing belief that sport + product = sales. But it’s not just a case of designing a clever promotion around your chosen event and then going to market. As the events in Brazil this year have shown, the unpredictability of sport means there can be serious issues regarding protecting your brand from excessive costs and over-redemption if you’re not planning ahead.

Of course, while the unpredictability around sporting events is very raw and prominent at the moment, it is only one part of the promotions landscape that can make life uncomfortable for brands.

In the past two to three years, the way brands have adopted social media channels such as Facebook and Twitter has changed dramatically. We are now seeing marketers using these channels to really engage their audiences with their promotions. Whereas once it could take several weeks for a promotion to reach its full audience, today that point can be reached almost instantaneously.

Furthermore, it just takes a favourable mention on Twitter or an appearance in the chatroom of a money-saving website and a promotion’s redemption rate can explode. In the past, if a promotion was supported by a large national TV campaign we would expect to see high redemption rates – today social media is taking these redemptions to a whole new level. Ultimately, this means brands need to be more informed of the risks than ever.

Despite this, many brands remain unaware of

the gauntlet they are potentially running with their promotions. With so much affecting redemptions being totally out of their control, brands need to make sure they are getting the right advice and are covering themselves against all eventualities. This means insurance needs to be an upfront consideration at the concept stage, not a last-minute bolt-on. This is particularly true of promotions based around sporting events, as the cost of cover will get more expensive as the event gets closer.

Undoubtedly these are exciting times for brand owners and they should enjoy the new levels of speed and response their promotional activities have access to. However, they need also to be aware of the risks involved, and the potential damage that can be done to their brands if they don’t have the funds to honour redemptions.

You can’t predict the unpredictable, but you can guard against it

Tel: 01296 717 900Email: becky.munday@mando.co.ukWeb: www.mando.co.ukTwitter: @riskisgood

There are essentially three options available to brands to protect themselves: self-insuring and accepting all costs of consumer redemption to whatever level and managing the logistics of redemption; buying limited levels of over-redemption insurance; or choosing a fixed-fee option which covers the cost of all redemptions, as well as all logistics to deliver the reward to consumers.

For the majority of brands, the latter is the perfect answer. It not only gives brands peace of mind that they are covered against all risks, but it also gives them access to the insurer’s expertise and guidance in what is an ever-changing market.

With so much at play in the market, you can never predict exactly what is going to happen with a promotion, but you certainly can avoid nasty surprises.

Becky MundayCEOMando

“BIG SPORTING EVENTS – NOT JUST FOOTBALL – HAVE ALWAYS BEEN CONSIDERED A POWERFUL DRAW FOR BRANDS ESPECIALLY WHEN IT COMES TO PROMOTIONS.”

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Some agencies brief brand ambassadors. We train Brand Warriors.If you want the best promotional staff in the industry to fight for your brand, get in touch, we have an elite tribe of thousands. www.brandwarriors.co.uk

Date: 3 May 2013

Client: Tribe

Studio: Tribe

AD:

*All creative work must be signed-off by CD at initial visual, final artwork and proofing stages - plus any major changes.

AM: CD: CSD:

AP

PR

OV

AL

*: Project: Brand Warriors

Filename: Brand Warrior Ad Drum 3-5-13

Folder name: Brand Warrior Advertising Artwork

Colour ref: CMYK

Size: 330 x 240mm

Proof No: 1

Brand Warrior Ad Drum 3-5-13.indd 1 03/05/2013 10:50KB-IPM Suppl.indd 14 04/07/2014 11:46

Some agencies brief brand ambassadors. We train Brand Warriors.If you want the best promotional staff in the industry to fight for your brand, get in touch, we have an elite tribe of thousands. www.brandwarriors.co.uk

Date: 3 May 2013

Client: Tribe

Studio: Tribe

AD:

*All creative work must be signed-off by CD at initial visual, final artwork and proofing stages - plus any major changes.

AM: CD: CSD:

AP

PR

OV

AL

*: Project: Brand Warriors

Filename: Brand Warrior Ad Drum 3-5-13

Folder name: Brand Warrior Advertising Artwork

Colour ref: CMYK

Size: 330 x 240mm

Proof No: 1

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TRIBE

While the long-awaited green shoots of economic recovery have finally arrived, the emotional impact of the recession continues to affect consumer purchasing habits. At the heart of this shift is a new breed of ‘investigative consumer’ who seeks out reassurance prior to buying.

The investigative consumer won’t go where many have gone before unless they really believe they should. It’s no longer enough for a brand to set out its position or product through above-the-line advertising alone, it’s now vital to get closer to this cautious consumer in order to win their trust and hard-earned cash. This shift has placed the importance of giving consumers the opportunity to experience a brand at the very top of the marketing agenda. Today we need to experience a brand, to develop a relationship and to share.

In our new research white paper ‘The Experience Economy’, we have shown that, while media consumption habits have changed dramatically, the desire to experience a product or brand has increased in importance in the wake of the economic downturn. Our research shows that 70 per cent of consumers have purchased a product after visiting an experiential event, with 74 per cent also going on to tell on average a further five people about the product. More than half (55 per cent) of consumers are more likely to try a product they can experience first, while 32 per cent would be less likely to buy a new product without trying it.

When we conducted our study on the effectiveness

of experiential marketing as seen from the consumer viewpoint, we weren’t looking for reassurance, we wanted to be challenged. This is why we canvassed the opinion of 1,100 consumers over two years. We wanted to understand what experiential marketing means to consumers – is the experience perceived as different when compared to other marketing channels and if so why? What does it achieve that other mediums cannot?

The results prove that experiential has more than evolved, it has arrived. In the digital age it’s all too easy for marketers to overlook the importance of building real-world relationships with consumers. Creating a brand experience will not only help nurture long-term brand relationships and create a connection to the brand, but also drives recommendations across multiple channels.

To make the most of this consumer engagement, the challenge for experiential agencies is to become true experience makers. What does that mean? For us at

Rise of the investigative consumer

Tel: 020 7702 3600Email: info@tribemarketing.co.ukWeb: www.tribemarketing.co.ukTwitter: @tribemarketing

Tribe, it’s about understanding the brand’s challenges and its audience. Then it’s about developing great creative ideas that wow consumers both online and offline.

We also need to bring the brands to life, not merely represent them. We do this through our Brand Warriors – people who are as passionate about a brand as the brand owner and who are prepared to fight for them to give the brand the exposure it deserves.

Our Brand Warriors understand that consumers value experiential as a way of developing loyalty for a brand and they make sure that the experiences they create are focused, enjoyable and ultimately more valuable.

So, experiential marketing is a highly professional and relevant sector that focusses on targeting audiences in the right way. And, as ‘The Experience Economy’ shows, brands should be using it as an essential marketing channel. In fact, experiential should be at the forefront of every brand’s creative thinking.

Sarah TrumbleClient Services DirectorTribe

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