Don’t Forget Me
Ticket purchases are usually pretty sizeable. Unless someone is giving away heavily discounted (or free) tickets, we don’t often make a snap judgement to purchase in this category. So how do you deal with a marketing delay?
Chocolate bars make marketing look easy. These products, usually bought on a whim, don’t involve much thought from the target audience. Either you get a pang for a chocolate bar and pay the three dollars or you see some point of sale advertising and think ‘What the hell . . .’
Unfortunately, ‘What the hell . . .’ isn’t a phrase usually muttered when it comes to these lofty entertainment expenses. Purchases in this category take a bit of thought. First there is the financial considerations to see how much more money the bank will let you remove from your account to see this great performance. Then there is the time cost deciding whether your schedule will allow you to spend those precious hours grooving to the music. Transport, Parking, Food, Other events/entertainment options etc. all come next. And if you have got through all of these stages then there is the hurdle of finding friends to come along who have to go through all these considerations themselves.
With all these areas for consideration it is a surprise anybody ever gets to the purchasing stage. But there is one key learning that comes from this. To get a potential audience member from seeing the advertising to booking takes a long time and a lot of consideration.
So how do you keep these audience members on track to engage with the experience without getting distracted by other (possibly cheaper) events or the day-to-day craziness of life? The idea came to me at the Big Design Market which is currently visiting Melbourne.
The current approach to solving this problem is creating an entire advertising schedule to hopefully reach these interested consumers at various points along the consideration phase. Often these will be fleeting engagements. A brochure here. An online ad there. The odd branded tram.
But there is an issue. Amongst the huge amount of advertising we are exposed to each day, it is easy for these short engagements to get lost. So how do you solve it?
Functional collateral. Confusing? Let me explain.
Collateral is just the fancy word that marketers use for brochures, flyers, cards and anything tangible that audiences can get their hands on and take away with them. In this industry, the key style of collateral is the flyer. Filled with lots of lovely pictures, just the right amount of information and some directions to book tickets. But it has limited use. Once it has been read, where is the incentive not to deposit it in a bin and hope that you remember to purchase tickets later? The designers at the Big Design Market have an interesting solution to this problem.
There are a number of expensive products for sale at this market. Individual and limited edition beautifully designed works which require a bit of consideration (and bank account checking) before purchase. The simple solution to this is to hand them a business card. If they decide to engage and make the purchase then they will give the designer a call.
One flaw . . . Business cards are easy to lose. These tiny slips of essential paper are incredibly easy to misplace or mistakenly throw out. Plus, they are generally a one-time-only piece of collateral. Nobody sits there during their day looking at business cards.
Welcome, functional collateral. Rather than just a business card, many of the designers are creating an individual piece of collateral that serves a purpose in their consumers’ lives. The best example is a book mark. Not only is there an incentive to keep it out of the bin, it will hopefully become part of the consumer’s life as they put it to work in a book. The same can be said with the wrapping paper another designer was handing out. This functional piece of branded collateral will be put to use at a later point.
And the best part? It provides an automatic, in-build and free piece of reminder advertising at various times for the owner as they head towards purchasing something. And no one can say a bad thing about some free advertising.
So scrap those run of the mill pieces of collateral. Make something that stands out. Make something that is memorable. Make something that won’t be thrown away. And most importantly, make something that can be put to use!