Experiential marketing agency TRO worked with BMW and MINI to create interactive and participatory brand experiences for automotive fans at Goodwood Revival 2024.

Held at the Goodwood Motor Circuit, West Sussex, from 6-8th September, Goodwood Revival is an immersive celebration of iconic cars and fashion, and the only automotive event to be staged in a period theme.

Each year, Goodwood Revival attracts hundreds of thousands of motorsport enthusiasts and aims to inspire them to rethink, repair, and re-wear through its theme, ‘Revive and Thrive’.

TRO brought the brands to life in this unique world, creating end-to-end experiences to help fans indulge in their passions.

BMW’s experience, ‘Racing Through Time’, focused on gamification, taking petrolheads back in time to a nostalgic arcade and multi-player game portal, challenging them to solve multiple tasks. From popcorn and gumball machines to tattoo studios, the experience offered various vintage delights and surprises. Attendees also had the opportunity to get hands-on with the new BMW i5 Touring and explore the latest in-car gaming technology.

At the MINI stand, car fans were immersed in a retro-style (and bubble-filled) laundrette, inspired by self-serve detergent stations from the 1940s-50s. The stand included various touchpoints, such as a scent booster station offering sweets, an iron-press transfer station for customer handkerchief giveaways, and the return of the fan-favorite spin-to-win machine. Washing machine drums were transformed into screens, showcasing MINI’s latest OLED display technology—playfully demonstrating the brand’s commitment to blending tradition with innovation.

“Goodwood Revival is an event like no other. It gives brands the opportunity to step away from traditional automotive marketing and into a unique, vintage world, with all the creative opportunity that comes with that. By harnessing the power of experiential marketing, we transported attendees back in time while simultaneously celebrating the future of the industry. This year’s event tapped into automotive passion through innovative and exciting experiences.”

Tara Allen M Grey, Head of Client Services

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By Julian Kent, Sales Director, Multi Resource Marketing Ltd

Most promotional activities aim to generate more sales for the client and provide a good return on investment made in delivering the promotional offer.

Predicting the success of an individual promotion has always been a challenge and in these turbulent economic times, such predictions have become even more tricky.

The golden rules for the incentive being financially worthwhile, aspirational, and unique will always apply. However, accurately predicting consumer behaviour towards a particular promotional activity is somewhat of a holy grail.

Whilst we all know giving back 100% of a retail cost will outperform a 1% refund, not all propositions are as straightforward. Service providers such as MRM, who are IPM members, can advise on the relative response rates for various types of promotion, based on many years of individual and collective industry sharp-end experience. There will always be a plus or minus factor on any indicated volume but having a well-researched benchmark is a great place to start.

Why does this matter? Well, if a decision is required as to whether a redemption service is to be handled in-house or via an outsourced facility, then a good place to start is the anticipated take-up volume. It may be non-disruptive to handle a few daily claims within the agency or marketing department of a business, but when this turns into tens, hundreds or thousands per day, capacity is soon exhausted.

A key advantage of outsourcing is scalability. Experienced Promotional Support Service companies will be familiar with aggregating daily demand across many clients. Their flexible working practices allow them to absorb peaks and troughs through automated systems and processes. 

The buying power of a service consolidator compared with an ad hoc user is a further aspect where outsourcing can deliver a benefit. This especially applies to areas that have recently experienced significant cost increases, such as carriage and packaging material costs.

A full-service Promotional Support Service provider, such as MRM, will combine a range of services including Warehousing, Order Processing, Stock Management, Customer Management, Payment Processing, and IT integration. These modular elements are combined as required to meet the service need as it develops.

MRM has been providing Promotional Support Services for agency and direct clients for 30 years, winning many coveted IPM awards for the services provided. Our IT and reporting systems provide access to real-time information that enables clients to maintain control from wherever they may be. Digital platforms can assist in the delivery of promotional services such as Cashback, Prize Draws and Loyalty Schemes. Our business processes are certified to ISO 9001, ISO 14001 and ISO 27001 standards, giving further assurance that the promoting company’s hard-won brand image will be protected and enhanced by the work we undertake. 

Our passion is your guarantee.

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Cat Among The Pigeons work with Pipers Crisps to launch new marketing campaign, exclusive to wholesale and the on-trade, rewarding stockists with the chance to instantly win Red Letter Day Prizes.

The Savour the Moment campaign runs from April through to June, and offers the opportunity to win experience day prizes worth £500 or £100 with every promotional case. The campaign will follow last year’s hugely popular and successful of on-trade promotion, The Great Taste Tour, which helped Pipers become the fastest growing premium snack brand^{[1 ]} and win multiple IPM awards!

Savour The Moment is being comprehensively supported with digital and trade press advertising, social media and tailored wholesaler promotions and point of sale material. Along with creating the campaign and supporting comms, Cat Among The Pigeons also created a new promotional microsite. To enter customers simply visit the microsite or scan the QR code on case to find out instantly if they have won a Red Letter Day experience. Additionally, every entrant can claim 15% off any Red Letter Day experience, regardless of whether they win.

Chiara Boscarato, Brand Manager for Pipers Crisps at PepsiCo, comments: “The last few years have been a challenge for wholesalers and on-trade outlets, so this promotion is solely aimed at giving back to operators. We want to offer our support to stockists through some fantastic prizes that are up for grabs. As confidence returns and more consumers resume visiting outlets, we want to support operators optimize their cash margins by offering the customers a diverse range of flavours from a sought after premium snack brand. 

“Just like last year’s Great Taste Tour campaign, the Savour The Moment campaign also celebrates the great taste and special combinations of ingredients that go into our crisps. Last year’s campaign set a real benchmark for us, so we have also extended the promotion by a month, giving the on-trade even more chances to get their hands on a winning case.”

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Mission Group’s promotions and partnerships agency, Mongoose Promotions, today announced that they will rebrand to become SPARK Marketing Services Limited (SPARK).

Explaining the change SPARK CEO David Pearson said “ Since the business began in 2016 we’ve worked with brands and agencies large and small to create fantastic work from promotions to partnerships and from B2B representation to benefits, rewards and beyond. “

“ Given the breadth of the services we offer, Mongoose “Promotions” just doesn’t do our capabilities justice and so it was time for a change.  We have a broad offering for our clients and a new name gives us a chance to better reflect that.”

“ We’ve always prided ourselves on finding the right solution to influence the behaviour of both consumers and employees alike and we’re excited to announce a new strategic partnership with our friends at Innovationbubble.”

“ As a team of commercial psychologists, Innovationbubble are uniquely positioned to help us to understand the 80% of the decision-making process which is unconscious ensuring that we can create campaigns that will really impact behaviour.

Founded in 2016 Mongoose Promotions have worked on high profile promotions across Europe for the likes of Mars, Lidl, Britvic and AirWick.  They also hold the B2B representation contracts for multiple cinema chains and operate the market leading cinema benefit platform The Cinema Society which is unaffected by the rebrand.

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Brand Culture, specialists in entertainment and lifestyle partnerships and promotions, have powered up their client Energizer’s 2020 Christmas promotional campaign. 

Continuing with their long term international marketing strategy for Energizer, ‘Highly Commended’ at The Drum Marketing Awards this year, the promotion once again tapped into Energizer consumers’ passion for travel, offering them 10% off their next hotel stay with Hotels.com.

Building on the success of previous campaigns, the promotion has expanded to include over 40 markets across EMEA and APAC.

With Covid-19 having impacted consumer ability to get away, the Hotels.com offer should help fulfill pent up demand to enjoy a break, either as a staycation or abroad. Additionally, an extended promotional redemption period will help ensure Energizer consumers can enjoy the Longer Lasting holiday offer when they can travel again.

Scott White, CEO of Brand Culture adds: “It’s been a really collaborative effort across the agency and with Energizer to make this happen in so many markets. Whilst we do these large multi-market campaigns regularly, they don’t get any less complex, and with the pandemic thrown in to the mix, I’m particularly proud of how the account team has pulled together to make it happen.”

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The IPM, the UK’s trade body for promotional marketing and brand activation, and new business consultancy Ingenuity today announced the launch of IPM Agency Referrals: Powered by Ingenuity, bringing agency recommendations to the IPM’s member base for the first time.

The new service will give IPM members access to exclusive brand owner briefs that fall within their discipline expertise. Ingenuity will be managing the service to help create the right brand and agency/supplier partnerships that support viable growth for everyone. The IPM will manage the ‘agencies looking for service/supplier agencies’ aspect of the service.

The launch of IPM Agency Referrals: Powered by Ingenuity is part of a wider strategic shift for the IPM as it strives to deliver an even more comprehensive membership package, going above and beyond to help members grow their businesses, and identifying and partnering with key industry players is a key part of this. As the sector leader, Ingenuity is well-placed to support new business and networking for the IPM’s members.

From today, brands will be able to reach out to the IPM Agency Referrals: Powered by Ingenuity team to discuss their challenges or brief and start the journey to finding the ideal partner. It’s free for brands to use, and agencies only pay a finder’s fee if they end up working together.

Paul Cope, Managing Director at the IPM, said: “The IPM prides itself in celebrating the best agencies, service agencies and work in the promotional marketing and brand activation space. We want to help our members grow their business and give brands access to the wealth of expertise and talent that we know they offer. Ingenuity is the perfect partner to help facilitate this.”

Dario Pagani, Head of Brand at Ingenuity, added: “Ingenuity’s integrated new business offering allows us to have an unrivalled, bird’s-eye-view of the agency landscape – we believe that brands should have this information at their fingertips. Our partnership with the IPM strongly supports this. We have a long-standing relationship with them and we’re really looking forward to moving quickly and getting great results for their members.”

This service can be accessed by visiting the IPM website here.

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Iain Lindsay, Business Development Manager at Sykes shares how small and medium businesses can create business success through a specialist fulfilment partner.

For small and medium businesses (SMBs), working with a specialist fulfilment unit within a global partner, can be incredibly beneficial, particularly if they have an online store but don’t have the storage and distribution facilities needed to effectively fulfil orders.

In essence, this allows businesses to enjoy the best of both worlds – accessing the resources of a large company while retaining the local family feel and personal service of specialist fulfilment partner.

Expertise

Successful order fulfilment can be complex and demanding. Working with a fulfilment partner allows SMBs to take advantage of their experience and expertise, leaving them to focus on other core areas of their online strategy.

In addition to this, large projects or specific campaigns might require skills that your team doesn’t have. Outsourcing is a great way to extend your resources, expand your team and skills, and gain other advantages, without the expense of managing operations yourself.

Flexibility

Sales can be quite seasonal, and associated demand can vary throughout the year with peaks and dips depending on the product in question. This can make planning fulfilment requirements very complex.

Rather than employing extra staff and taking on additional warehouse space during times of high demand, engaging a fulfilment specialist enables businesses to ease the strain and manage fluctuating levels of demand.

Resources

A fulfilment partner with the ability to leverage the resources of their parent company can deliver on business needs and any expectations that have been set. This includes benefits from the bigger relationships and networks built with carriers, packaging suppliers, and more.

An SMB expanding into new markets might, for example, face barriers due to a lack of infrastructure or resources. In this scenario, the fulfilment partner can use their reach to extent yours without the expense, time, and resources needed to implement a global infrastructure.

Cost

Having built global relationships and infrastructure over many years drives economies of scale and leverages purchasing power. A good partner will be able to offer economical materials and shipping costs to an SMB, probably lower than them distributing their goods directly, due to the scale of their operations.

This also means that your company’s fixed costs can be reduced, eliminating the overheads of running a warehouse fulfilment and logistics business.

End-to-end service

Working with a partner that provides a streamlined, end-to-end service that includes finance and customer services in addition to fulfilment allows SMBs to establish a strong relationship with a single provider. For example, the fulfilment partner with finance capabilities can act as the payment platform, taking payments, providing in-country tax support and acting as your business book keeper.

To find out more, contact Iain Lindsay on 01896 664 281 | iain.lindsay@sykes.com

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The survey from the IPM’s agile research partner, Zinklar, reveals where fans will be watching the game and how they’ll be betting.

The survey revealed that most fans are watching the match at home, will be tuning the TV to Sky, BT Sport TV, who are amassing 50% of the total traffic. Virgin Media scores 3rd place with 14% of consumers tuning in for the match. But traditional TV services are given a run for their money by online platforms, and YouTube stands out as the fourth contender, only two percentage points behind. Although only 1 in 10 consumers are tuning into the YouTube platform, Zinklar are predicting that online streaming of sports through YouTube might start inching into other channels’ profits.

Even before the actual day, more than 1 in 2 consumers under 30 are planning or already have placed a bet. Usually, with their top three favourite sports betting brands: William Hill, Ladbrokes, and Bet365. Although older generations aren’t as interested in gambling, one in three football viewers will be taking part.  

Claudia Claros, Content Writer at Zinklar, says: “What makes a betting platform stand out to fans? One that’s “easy, reliable, and trustworthy”: all the more reason why these brands have ramped up their partnerships with football teams (The Drum).”

The research shows that consumers are more likely to try new products from brands that they’re familiar with (Nielsen, 2013). Betting brands are making the same wager: in association with a team, they’re hoping their brand will gain visibility.They want a slice of the profit much like the fans will be betting an average of £45 on this match alone.

Fan Favourite: Liverpool vs Tottenham?

Zinklar didn’t need a survey to tell us that most fans sympathise with Liverpool. Only Saturday can tell which fans will be drinking to the victory,  but to know which sponsors have the highest recall, which takeaway foods and brands will be killing it, and how Brits are planning to celebrate, get in touch with Zinklar to read their Champions League Report.

To download the report and find out more, contact Abhijeet Roy on  abhijeet.roy@zinklar.com

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As the largest network of gyms and health clubs in the UK, Hussle has now leveraged the scale of its network and digital customer journey, to create a range of incentive products which commercial partners can use to help acquire, retain, and engage existing customers on a national level for the first time.

Product options include Digital Credit, Free Day Passes, Free Monthly+ Passes, and Discounted. And they can all be used across the whole network of 2,700 gyms that Hussle partners with across 96% of UK postcodes. It’s an industry first allowing brands to provide a multi-operator gym incentive to their customers, using a single digital customer journey.

The Hussle network includes gym, swim, and spa locations across the UK and includes well know operators such as Nuffield Health and Bannatyne Health Clubs.

Lawrence King, Head of Commercial Partnerships at Hussle, said: “The fitness industry historically, has struggled to secure truly national consumer marketing partnerships as the geographic coverage of any single operator has been too narrow for potential commercial partners.  With a gym in 96% of UK postcode regions, Hussle is ideally placed to support the coverage requirements of national brands and create new marketing opportunities for the fitness industry to reach genuinely new people.”

Coinciding with the launch Hussle have secured a series of high-profile consumer brand partnerships, the first of which is with the telecommunications giant, Three UK. The partnership will see Hussle provide over 2 million qualified Three UK customers with flexible access to almost 40% of gyms and health clubs across the UK in return for Three UK marketing the campaign to their users this summer.

Nicola Bhojani, Head of Media Planning at Three UK, said: “Three are excited to be partnering with Hussle; their great coverage and variety of venues is ideal for our customer base who are looking to discover new local experiences.”

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Vue Entertainment has appointed ELLO Media, a marketing solutions company for UK businesses, to inject new life into its ‘Movie Money’ and ‘Vue Extra’ products within the corporate sector.

ELLO Media was awarded the tender following a competitive pitch delivering a vision for increasing revenue opportunities and raising brand awareness through its proprietary technology.

With 90 state-of-the-art venues across the UK and Ireland that are home to more than 850 screens, Vue is a leader in the premium entertainment cinema sector, and hopes to use ELLO Media’s expertise to create bespoke loyalty propositions to help drive ticket sales.

Michael Kalli, ELLO Media’s Managing Director, commented: “With an extensive rolodex of existing partnerships in Employee Benefits and B2B loyalty and reward programmes, ELLO Media will drive revenue and new areas of growth for Vue Entertainment.

“We have a number of innovative products and solutions in the pipeline, and look forward to delivering new, dynamic and market-leading services for Vue throughout the duration of our partnership.”

Shivali Ramanandi, Media and Partnerships Manager at Vue, said: “Vue has ambitious growth plans in the coming years and wanted a partner with a proactive sales and marketing team to help raise profile in the corporate sector and reach new customers.

“We knew that ELLO Media’s heritage in B2B and consumer partnerships would deliver commercial results for us and we’re excited to see what we can achieve together.”

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