Opinion from Paulina Lang Head of Behavioural Science at Together Agency

IPM Member Agency Together explain how they use the COM-B Model to help inform brand strategy and creative. The process is part of a framework used to identify appropriate interventions linked to key drivers or barriers of behaviour.

Explaining how the abbreviations work within FMCG with the example of a healthy snack product, Paulina states; “we can begin by thinking about Capability; can the consumer physically open the snack? They need to ensure the packaging is easy to open to ensure it’s not a physical barrier.

The psychological capability would be to establish if they understand the health benefits of the snack? Is it made clear enough?

Next is Opportunity. Physical opportunity would be that the snack is easily available. Some food items are only available in certain countries, so if the consumer knows about the product but cannot access it; this would be a barrier. You want the product to be in local stores and prominently displayed. Social opportunities would involve promoting it as a healthy snack consumed by similar people; so the social media campaigns and the marketing of the product would look at the social influence and trends on behaviour, online endorsements and reviews.

Finally, we have Motivation. Reflective motivation around the product would establish if the customer consciously thinks and values the health and nutritional value of the product? Whereas automatic motivation is the emotional connection to the brand or just an impulsive buy. An example is that the package triggers positive emotions that influence the customer to pick the item up.

Combining all these factors together, we can design creative and strategy around breaking the most important barriers, and drive the consumers to pick this product.”

To find out more about how these fascinating methods inform strategies you can access the full interview here

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Travel can help engage consumers by putting unusual and unexpected incentives at the heart of marketing campaigns, says Amy Nield, Head of Prize at Sodexo

The world’s a crowded place, isn’t it?

Think about it. What was your last trip really like? What really stood out for you? It may have been the giant cruise ship that suddenly sailed into town, emptying its hold of minions armed with selfie sticks, cluttering up cafés and restaurants in their wake.

It may have been the daily fight for a sunbed by the pool.

Or it may have been a seemingly endless traffic jam to nowhere. Too much? Well, it seems UK holidaymakers are putting busy touristy destinations behind them and looking closer to home for more bespoke travel experiences. And they’ve got one thing in common: they want a great experience.

We’ve just published a report –  our ‘2018 Sodexo UK Exploring Travel’ e-book – which reveals that promotional marketing expectations are at an all-time high and the competition for consumer attention is fiercer than ever before. It’s up to marketers to deliver on these expectations to create maximum stand out.

If you put experiences at the heart of your campaign, you can engage consumers and truly take your brand places.

In fact, ‘experience’ is driving customer engagement in brand marketing like never before. For this reason, travel promotions can give marketers the edge they need to help their offering stand out in an increasingly noisy and saturated world. But they need to be unique and they need to be immersive.

So how can you beat the crowds and take your consumers on a brand journey they’re unlikely to forget in a hurry?

Unexpected experiences a marketing necessity

According to the British Tourism and Travel Show, not only do “33% of consumers put ‘exploring new places’ as their main motivator for travelling,” but “93% of Destination Marketing Officers consider experiences ‘important’ or ‘vital’ to consumer decisions.”

It’s not enough for UK travellers to want to go to see a new city. They want to book an experience to shout about while they’re there, too.

For marketers who wish to influence behaviour change, it means looking beyond the obvious. If you’re thinking about a standard giveaway that on paper seems reasonable enough, you need to look again.

It’s about doing something different, creating a promotion that reaches the right audience, at the right time, and stopping consumers in their tracks.

If you’re beginning to perspire with anticipation, please don’t fret.

An ‘unexpected’ travel prize incentive doesn’t have to break the bank. Long gone are the days when only a beautiful Caribbean beach would cut the billboard. Today’s holidaymakers are a more varied bunch.

Now it’s all about what you do, not where you do it.

The West Country – but not as you know it

Perhaps it’s down to the fact that many of us have long been accustomed to making the most of cheap no-frills air carriers, but domestic tourism is facing somewhat of a renaissance. ABTA is even reporting that UK demand is set to grow even more this year.

In fact, as Sodexo’s research reveals, “84% of people are considering, planning or have already taken a UK overnight break outside of their home county in 2018.”

Smart marketers can use this thinking to create an affordable and impactful promotional campaign that taps into our love of experiences and a desire to stay closer to home. So, where to next? Now that’s a question.

Our research reveals that while “London may be the number one UK destination for International visitors… it’s the South West of England that ranks highest for domestic tourists (Barclays).” Ah, we can almost smell the pasties.

The off-season is now the on-season, promising quieter towns, villages and roads, along with a less stressful experience for those seeking to get away from it all.

So-called summer destinations such as St Ives boasts indoor cultural treats such as The Tate St Ives; Penzance offers the all year round wild cookery school ‘Fat Hen’ and vibrant arts city Falmouth offers fantastic festivals every month of the year.

UK consumers may love the West Country, but if you can tie your travel prize incentives into latest trends coming from that part of the world, you’ll turn heads more than, say, offering a singular surfing trip in Newquay might do.

And on that note, is now a good time to mention targeting? Think about who you want to impress and you’ll find there’s a whole world of possibilities available.

All about the bragging rights

Whatever it is, it seems consumers are looking for something a bit different. They’re looking at new destinations, perhaps to beat the crowds and find their own way when it comes to holiday planning.

There’s big head-turning kudos for brands who actively engage consumers by helping them to boost those all-important bragging rights.

If you can create the feeling that your promotion is something new, something unheard of, you’ll do well to create maximum stand out.

Our report says ABTA nods to several major cultural anniversaries and events which are set to help cement the UK as the most popular destination [for Brits] overall for holidays in 2018:

• Bristol hosts the 40th anniversary of its world-famous Balloon Fiesta.
• Liverpool will mark 10 years since its successful bid to become European Capital of Culture.
• Several cities including Manchester, Oxford, London and Leeds have gallery take overs and other cultural events to mark the centenary of the Women’s Vote.

By building travel incentives in around events such as these, brands can find ways to tie their marketing ideas in via timely, eye-catching creative and thoughtful messaging.

Five go mad off the beaten track

Here are five more off-the-beaten-track UK travel ideas for weird, wacky and wonderful weekend breaks that may whet even the most seasoned traveller’s appetite and won’t burn the promotional budget – but don’t try them all at once, kids:

• Cheese Rolling in Gloucestershire

Who wouldn’t want to chase a rolling cheese wheel down a hill for a laugh? Well, maybe not all of us, but adrenaline junkies will love it. And for spectators, the event is guaranteed to be a memorable one. Just imagine the cheesy craic in the local taverns and inns afterwards.

• Oyster Festival in Whitstable

A foodie break to the seaside town of Whitstable is a mouth-watering delight. Throw in a quirky overnight stay in alternative accommodation such as the Fisherman’s Huts, and you’ve got a veritable feast for the senses.

http://www.kentonline.co.uk/whitstable/news/oyster-festival-dates-revealed-157394/

• The Highland Games, Braemar

If you can’t wait for Tokyo 2020, how about the UK’s answer to the Olympics instead? The Highland Games take place every summer – think kilts, cabers and ceilidhs. Add in a trip to a whisky distillery or see where all the action from James Bond’s Skyfall took place.

• The Night Carnival, Glastonbury

Somerset plays host to a wonderful and wacky night carnival every November. Like something out of a picture book, this type of event will seriously capture your audience’s imaginations. Attract customers with a night at nearby hot spot, Babington House, or a hotel and spa in beautiful Bath.

• The Green Man Festival, Brecon

Nothing says fun like a fabulous festival, but with so many out there, it’s important you align your brand with a high-quality, absorbing experience. The Green Man is Times’ columnist Caitlin Moran’s festival of choice and one that boasts something for everyone. Dial up the experience with a bell tent and hot tub and you’ll have instant promotional success.

The best incentive for social media marketing

We could go on. We won’t. The point is, if you take your brand promotion to the lesser known parts of well-loved locations, you’ll not only surprise and inspire your audience, but you’ll start some fantastic conversations – which hopefully will be shared on social media.

Travel incentives, such as an unusual, fun-filled weekend away, are perfect for social media, and your bespoke travel prize draw could be the perfect complement to fast-moving promotional platforms such as Instagram and Pinterest.

Ultimately, wherever you decide to take your consumer campaigns, the ‘experience economy’ is where it’s at. Take it out of the mundane and into the wild, unexpected, authentic and unusual, and you’ll entice customers by the bucket and spadeful.

After all, it’s the road less travelled that’s leading to travel promotion gold. Keep that front of mind and you’ll soon be creating customer engagement that’s well and truly worth the ride.

Amy Nield, Head of Prize at Sodexo. Part of Sodexo Employee and Consumer Engagement, Sodexo’s Neon solutions drive consumers to your brand – and keep them coming back. As consumer engagement specialists, we know how to influence behaviour. From building brand awareness to driving consumer loyalty, our unique mix of expertise means we can transform the way people interact with your brand.

The ‘2018 Sodexo UK Exploring Travel’ report can be downloaded for free from the Sodexo site.

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LOUIS XIII Cognac has commissioned an exclusive musical composition from Pharrell Williams which will only be heard in 100 years – and only then if the world’s population has taken the necessary steps to combat global climate change.

The composition, ‘100 Years – The Song We’ll Only Hear If We Care’ was played once only in Shanghai on November 13th 2017 to a select audience who were forbidden to record it in any way. Pharrell’s exclusive track was then recorded onto a record made of clay from the chalky soil of the Cognac region, and stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche which will be destroyed when submerged in water.

Following the event in Shanghai, LOUIS XIII Cognac will launch an international tour in major cities all around the world, in order to raise awareness and funds for environmental organizations through charity dinners. Through these events, LOUIS XIII will directly support associations dedicated to curbing climate change on a local level.

If sea levels continue to rise due to climate change, then chances are the cellars will be filled with water in 100 years, LOUIS XIII says, so destroying the recording. The only way to guarantee this original piece of music will be heard again in 2117, one century from now, is by addressing the consequences of global warming. ‘100 Years’ by Pharrell Williams will be out in 2117, but only #Ifwecare.

“I love the fact that LOUIS XIII thinks a century ahead,” said Pharrell Williams. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It’s all about legacy and transmission.”

“We are incredibly proud of this innovative project,” said Ludovic du Plessis, Global Executive Director of LOUIS XIII. “Nature and time are at the heart of what we do.  If the environment is unstable, even the greatest cellar master would not be able to compose the exceptional blend that is LOUIS XIII.  Global Warming is one of the most important issues of the 21st century; with ‘100 Years – The Song We’ll Only Hear If We Care’, we hope to inspire people around the world to take action.”

In 2015, LOUIS XIII partnered with renowned actor and creative visionary John Malkovich and famous Hispanic American film-maker Robert Rodriguez to create ‘100 Years: The Movie You Will Never See,’ a thought-provoking artistic work exploring the relationship of past, present, and future which will be kept locked up until 2115. The Rémy Martin-owned spirits brand sent 1,000 exclusive invitations to people from around the world to attend the premiere of ‘100 Years’, on November 18, 2115, at the House of LOUIS XIII in Cognac, France. Recipients are being asked to pass these invites on to their descendants.

The Remy Cointreau Group has long been committed to the international effort to curb global warming. It works with the United Nations ‘Global Compact Advanced’ program on issues including sustainable wine-growing practices, energy efficiency, eco-friendly packaging, optimization of product shipments and forest conservation.

“As a company, we must do the best we can every day to make the world a better place,” explained Ludovic du Plessis. “But no single person or brand can stop global warming on their own – it must come from the unified global actions of all people around the world. Together we are much stronger than any person or brand is on their own. This is not about any one city or country but the future of our planet as a whole. Our concern is not primarily for Cognac, but for every city around the world.”

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The latest Change4Life campaign, backed up a by a free app which scans product barcodes and compares ingredients, aims to educate families about the significant amount of sugar children are consuming even before they get to school.

The new push from Public Health England (PHE), the government department behind Change4Life, launched today. Its main message is that children consume half the daily recommended sugar intake before the morning school bell rings.

The campaign urges parents to Be Food Smart and take more control of their children’s diets. The new Be Food Smart app highlights just how much sugar, saturated fat and salt can be found in everyday food and drink that their children consume.

The free app works by scanning the barcode of products allowing parents to compare brands and also features food detective activities for children and mini missions the whole family can enjoy.

The app is an integral part of a campaign that also includes TV, digital and outdoor, plus the distribution of 4.6 million free Be Food Smart packs to primary school aged children and families at local events across England.

PHE says that on average children in England consume more than 11g of sugar at breakfast time alone, almost three sugar cubes. The recommended daily maximum is no more than five cubes of sugar for 4 to 6 year olds and no more than six cubes for 7 to 10 year olds per day. By the end of the day, UK children have on average consumed more than three times these recommendations.

A survey conducted for PHE’s Change4Life campaign found that parents are unsure what makes up a healthy breakfast for their children. Most parents (84%) whose children consume three or more sugar cubes in their breakfast think their child’s breakfast is healthy.

PHE says some of the main sources of sugar at breakfast time include sugary cereals, drinks and spreads. Away from the breakfast table, children are also consuming too much sugar, saturated fat and salt in items such as confectionery, biscuits, muffins, pastries and soft drinks.

Dr Alison Tedstone, chief nutritionist, Public Health England, says: “Children have far too much sugar, and a lot of it is before their first lesson of the day. It’s crucial for children to have a healthy breakfast, but we know the mornings in a busy household can be fraught. That’s why we’ve developed our Be Food Smart App, taking some of the pressure off parents and helping them to choose healthier food and drink options for their children.”

Public Health England exists to protect and improve the nation’s health and wellbeing, and reduce health inequalities. It does this through world-class science, knowledge and intelligence, advocacy, partnerships and the delivery of specialist public health services. PHE is an operationally autonomous executive agency of the Department of Health.

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Coca-Cola’s iconic Coca-Cola Christmas truck tour kicks off this year on November 17th 2016, with visits planned for 44 stops locations across the UK in the run up to Christmas Day. Plus, for the first time, the truck will also be making appearances on fans’ Twitter feeds – anyone tweeting #HolidaysAreComing will see the Coca-Cola Christmas truck appear in their tweet.

Coca-Cola has updated the truck tour experience for 2016, with visitors being able to explore a special winter wonderland before enjoying a 150ml can of Coca-Cola Classic, Coca-Cola Zero Sugar or Diet Coke. When the sun sets, the truck comes to life with a special animation powered by the crowd’s seasonal goodwill, celebrating the magic Coca-Cola brings to Christmas.

In addition to the 44 nationwide stops, Coca-Cola is also offering consumers the chance to win a personal visit to their home from the Christmas truck plus a Santa sack full of goodies worth £5,000. To enter the draw, consumers just need to buy a promotional pack of Coca-Cola, Diet Coke or Coca-Cola Zero Sugar and follow the instructions on pack.

The famous ‘Holidays Are Coming’ TV advert will also return to UK screens, 21 years since first being aired. Coca-Cola will also launch a brand new TV advert, ‘A Coke for Christmas’, celebrating the joy of giving over the festive period. The TV ad features a young boy who spreads joy through gifting the refreshing, uplifting and unique taste of Coca-Cola to those who are making Christmas a reality.

To support the message that Christmas is the season for giving, this year Coca-Cola is expanding its partnership with FareShare, the UK-wide charity that tackles food waste and hunger. An on-pack promotion will enable consumers to Donate a Meal to Someone in Need this Christmas.

Consumers just need to purchase a promotional pack of Coca-Cola, Diet Coke, Coca-Cola Life or Coca-Cola Zero Sugar which features the FareShare logo, take a photo of the label and upload it to cocacola.co.uk/donate. Coca-Cola will then donate 25p for each photo uploaded, enabling FareShare to provide a frontline charity, such as a homeless shelter or older people’s lunch club, with enough food to serve a meal to someone in need.

Finally, for the ninth year in a row, Coca-Cola is bringing back its Designated Driver campaign. Run in partnership with the Department for Transport’s THINK! Drink Drive campaign, the initiative rewards people who are driving to the pub over the festive period by offering a free second soft drink when they purchase a Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Appletiser or Schweppes at participating pubs and restaurants when they show their keys at the bar.

Aedamar Howlett, Marketing Director for Coca-Cola Great Britain, says: “Coca-Cola is synonymous with the Christmas season and it’s no secret that our much-loved Holidays are Coming advert and Christmas Truck Tour mark the unofficial countdown to Christmas. This year, we’ll also put those people who work behind the scenes to make Christmas happen at the heart of our Christmas campaign. We’re proud to celebrate those that go the extra mile to make Christmas a special time of year – we all know someone who goes out of their way to put a smile on everyone’s face and make the festive time of year magical for others.”

Locations the Coca-Cola Christmas Truck Tour is scheduled to visit this year include:

Bishops Square, London – November 17th; Glasgow – November 18th; Ayr – November 19th; Dundee – November 20th; Carlisle – November 22nd; Yeovil – November 22nd; Exeter – November 23rd; Newcastle upon Tyne – November 23rd; Cardiff – November 24th; Sunderland – November 24th; Bristol – November 25th; Leeds – November 25th; Scarborough – November 26th; Swindon – November 26th; Bradford – November 27th; Milton Keynes – November 27th; Bournemouth – November 29th; Wrexham – November 29th; Southampton – November 30th; Watford – December 1st; Manchester – December 1st; Intu Trafford Centre, Manchester – December 2nd; Lancaster – December 3rd; Liverpool – December 4th; The O2 Greenwich, London – December 3rd; The O2 Greenwich, London – December 4th; Baldock – December 6th; St Helens – December 6th; Harlow – December 7th; Doncaster – December 8th; Ipswich – December 8th; Cleethorpes – December 9th; Norwich – December 9th; Lincoln – December 10th; Northampton – December 11th; Leicester – December 13th; Peterborough – December 13th; Leyton Mills, London – December 14th; Telford – December 14th; Southend-on-Sea – December 15th; Birmingham – December 17th; Eastbourne – December 17th; Coca-Cola London Eye, London – December 18th; Leicester Square, London – December 20th.

Coca-Cola Great Britain is responsible for marketing 20 brands and 80 products to consumers across Great Britain. Led by Coca-Cola, one of the world’s most valuable and recognisable brands, the company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, GLACÉAU smartwater, Schweppes, Lilt and Appletiser.

FareShare is a UK-wide charity that tackles hunger and food waste by redistributing good food that would otherwise go to waste to frontline charities and community groups that support vulnerable people, including homeless shelters, children’s breakfast clubs, and domestic violence refuges.

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British sporting champions Tom Daley and Becky Adlington have joined forces with Disney, Change4Life and the Amateur Swimming Association (ASA) and are encouraging children to ‘just keep moving’ this summer, as they launch nationwide interactive family swim sessions and a brand new 10 Minute Shake Up campaign – all inspired by the new Disney·Pixar blockbuster, Finding Dory.

The campaign sees the launch of themed family swim sessions at hundreds of pools across the UK as well as new 10 Minute Shake Up activities, in a bid to make exercise fun and help children get the 60 minutes of moderate to vigorous physical activity they need each day.

The Finding Dory inspired swim sessions, which are co-created with the ASA and run from 22^nd July until 4^th September, will provide an hour of in-water storytelling for the whole family, teaching children key swimming skills as they are taken on a journey with Dory and friends, led by trained instructors.

The Change4Life 10 Minute Shake Ups with Disney are back for a third summer to encourage children to get the 60 minutes of moderate to intense physical activity they need each day with fun 10 minute bursts of activity.

For 2016, there are even more interactive Shake Ups than last year, including those inspired by Finding Dory, which set a box office record for an animated film when it opened in the United States in June.

British diving champion Tom Daley and double Olympic Gold medal-winning swimmer and mum Becky Adlington are supporting the initiative. Tom is starring in a series of short films, which show that even serious athletes can take time for 10 minutes of fun, whilst Becky is sharing her top tips for inspiring children to get active in and out of the pool.

To coincide with the launch of the campaign, Disney, Change4Life and the ASA commissioned a survey of more than 1,000 children aged 5 to 11 and their parents on their attitudes towards physical activity.

The survey revealed that three quarters of children aged 5 to 11 (73%) want to do more physical activity, and 56% of children miss taking part in school PE lessons over the summer. Finding ways for their children to be active is a challenge faced by families, with 61% of parents saying they struggle for ideas during the school holidays.

The research showed that more than half of children (55%) said that swimming is one of their favourite ways to keep physically active during the summer holidays. 39% of 5 to 11 year olds also said that they would want to go swimming more often if they could go with family members.

Physical activity helps children build social skills, boost self-confidence, improve bone and heart health and maintain a healthy weight, yet just 21% of boys and 16% of girls currently meet the national recommended level of activity of 60 minutes each day.

Tom Daley says: “Most people look at professional athletes and see the years of training and dedication they have put in, but do sometimes forget that what we do is also really fun and exciting. I’m a massive Disney fan myself and can’t think of a better way to get kids enjoying being active than combining their favourite stories and characters with exercise – whether that’s a Finding Dory swim session where families can learn key ASA skills or a Change4Life 10 Minute Shake Up game kids can play with their friends in the park. For me, showing that sport is not a chore and really has a fun side is an important message and I’m thrilled to be supporting this campaign”.

More information on Disney and Finding Dory inspired 10 Minute Shake Ups is available at Change4Life online. Swim sessions can be booked at www.disney.co.uk/justkeepmoving.

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Coca-Cola has brought back its Designated Driver offer for the eighth year running, giving designated drivers two-for-one on selected soft drinks at participating pubs and bars across the country.

Coca-Cola’s Designated Driver offer is run in partnership with the Department for Transport’s THINK! road safety campaign. The initiative rewards people who are driving to the pub over the festive period by offering a free second soft drink when they purchase a Coca-Cola, Coca-Cola Life, Coca-Cola Zero, Diet Coke, or a Schweppes drink, including the newly launched Schweppes Sparkling Juice Drinks. This year Appletiser has also been added to the line-up, providing even more options to choose from.

Coca-Cola has also launched a new online Designated Driver Pub Finder tool (www.holidaysarecoming.com/designateddriver) so partygoers can search for a participating pub near them.

Jon Woods, General Manager, Coca-Cola Great Britain, says: “For the eighth year in a row, designated drivers at pubs across the country will be rewarded with free drinks so that they can celebrate the festive period and help to get their friends and family home safely. This is our way of thanking the unsung heroes of the festive party season, whilst helping make sure the roads are a bit safer for everyone.”

Brigid Simmonds, Chief Executive of the British Beer & Pub Association said: “It’s great to see so many pubgoers embracing the idea of having a designated driver – support from companies like Coca-Cola for the campaign really is making a difference. Being a designated driver doesn’t stop you having a great night out at Christmas. But it does mean that everyone can have a safe journey home.”

Andrew Jones MP, Roads Minister, said: “Drivers know that drink driving is wrong. It can destroy families and ruin lives.  Yet some people at Christmas will still take the risk and get behind the wheel when they shouldn’t. Over the past thirty years drink drive deaths have fallen significantly but every death or serious injury is one too many.  The best way for drivers to keep themselves and other road users safe is simple: don’t drink and drive.”

Coca-Cola has also published new research that suggests Brits are a nation of partygoers with nearly a third (30%) planning to attend three or more Christmas parties in December. Two thirds (64%) admit they will have one too many drinks, with more than a quarter (27%) preparing to deal with at least four festive hangovers.

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