Paul Parry of Filmology, part of consumer engagement specialists Sodexo Neon, Headline Sponsor of the IPM Awards 2018, explains why marketers can’t afford to miss out on the latest films SPONSORED COMMENT

From Heineken to Weetabix and Nissan, cinema offers a perfect vehicle for brands to reach segmented audiences with closely aligned film partnerships. Increasingly sophisticated data now enables companies to not only reach huge audiences, but make well-informed decisions about how to really make their target consumers sit up and take notice.

The feeling of being engrossed in a spellbinding film is a form of entertainment that has lost little of its lustre in over 100 years – and an increasing yearly UK audience of over 170 million people backs this statement up!

Even despite Death Star-sized challenges – including the rise of online streaming and increasing ticket prices – cinema is still the go-to place for blockbusting entertainment, reaching over 66% of the UK population, meaning there has never been a better time for brands to get involved in cinema.

Research by Mintel shows that nearly half (49%) of cinema goers go to the cinema without knowing what they want to watch, and instead make their choice when they get there. This is because they crave the overall cinema experience in its own right. This figure rises to 58% among the impulsive and daring 16-34 year olds, who trust the big screen to deliver on its promises.

Brand and film partnerships

Part of cinema’s unique appeal is how social it is – chatting with your friends or family, eating popcorn, sitting together in the darkness immersed in a shared narrative and trading views and opinions after the event. Cinema is an event in itself, and one that brands are now clamouring to be a part of.

Partnering with a major or independent cinema to offer ticket promotions or giveaways can prove hugely attractive for the two in three people who visited the cinema last year, particularly given the recent rise in cinema ticket prices.

For a relatively small investment, brands can deliver an experience that is worth so much more. You are offering an experience – a whole night out – if you reward your customers with a cinema ticket.

Compare that to trips to New York, for example: there are only so many of those that will fit the budget! With cinema, for a relatively low investment, brands can give every customer the opportunity to claim something of real value.

Captive audiences

In 2017, there were 788 commercial cinemas in the UK. The number of screens per site remained stable at an average of 5.3, but the proportion of sites with multiplexes (five screens or more) crept up – from 40.3% in 2011 to 46.2% in 2016. Put simply, the sheer number of cinemas in the UK means unless you’re frozen in carbonite or trapped in the quantum realm, it’s never been easier to visit a cinema.

Over 170.6 million people visited the cinema at least once in the UK in 2017 according to the UK Cinema Association; and it’s not a one-off, either. Audiences increased in 2017 by 2.4% over the previous year and are forecast to stay high for at least five more years – throwing shade on the naysayers who say that digital streaming has dented cinema’s appeal.

 According to BFI data, UK films were popular across all demographic groups; not only in the core 18-30 audience but also maintaining a particularly strong appeal for those aged 45 and over. We can drill down even further to see which films are most popular with different genders and social groups, which means we can help brands identify trends and inform their decisions about the most powerful films to partner with in future.

By the way, don’t ignore the power of the sequel.

21% of parents with children aged five and under said the last film they saw at the cinema was a sequel or part of a franchise. Popular franchise films are attractive to parents looking to engage young kids with notoriously short attention spans, as they already recognise certain themes and characters.

As for films for older children and grown up audiences, the success of franchises and ‘shared universes’ like Marvel, DC, Harry Potter and Jurassic Park is evidence that sequels, far from being quick cash-ins, are here for the long haul.

Mobile-free, perhaps – but not technology-free

Visiting the big screen is a shared, high-impact experience that plays to a captive audience all undertaking the same emotional journey. If you’ve seen Avengers: Infinity War, you’ll know what we mean! In a world where mobile phones play a part in almost every interaction we have, the cinema offers an increasingly uncommon opportunity to be completely free of mobile phones and social media.

However, you don’t have to be Tony Stark to enjoy the latest cutting-edge tech in the cinema. The introduction of 4K high definition digital films, IMAX screens and Dolby’s 3D Atmos sound systems have all contributed to enhancing the cinema experience like never-before; and that’s even before you throw in other incentives such as premier seating, direct-to-your-seat service and 3D films.

Earth’s Mightiest Promotions

For brands wanting to be involved in film promotions and partnerships, cinema offers an immensely powerful way to reach an enraptured and highly-targeted audience. From tickets to a film, to licensed merchandise giveaways, or even use of film assets – brands can use the ever-enchanting power of cinema to talk to consumers.

The right film campaign can help to drive home a company’s brand values, while adding credibility and extending its reach. In addition, a new release film will often secure acres of publicity in the press, whipping audiences into a frenzy of excitement, making lots of noise – and providing a vehicle on which your brand can hitch a lift.

You simply can’t argue against cinema’s power and effectiveness. It enables companies to engage a select audience, forge partnerships that align with their brand values, fits their budget, and meets their unique objectives.

Paul Parry is Head of Filmology, which is part of consumer engagement specialists, Sodexo Neon. Sodexo Neon is Headline Sponsor of the IPM Awards 2018.

To find out more about promotions with Star Power, click here…

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The events and experiential industries can benefit from specialist apps, says Greg Lusk of Liveforce. SPONSORED COMMENT

The role of technology should be to make our lives easier.  Innovations in streamlining, problem solving and improving communication are leading us towards a greener, happier technological utopia.  We may not be there yet, but in the last 10 years there has been a huge shift as investment in software and mobile applications continues to rise at a healthy rate.

Our relationship with technology is stronger than ever, with smartphone users spending 90% of their time on mobile apps rather than browsers.

Mobile apps have changed the way we shop, the way we work, the way we date, the way we manage our time and communicate. Now we are seeing significant growth in apps designed to help ease the burdens of our working day, particularly in the events and promotional industries.

Technology and the promo event manager

Great promo events don’t just happen.  There’s a lot of hard work behind the scenes, most of which falls on the shoulders of Event Managers, who have a special set of juggling skills.

On any given day, there are brand ambassador and freelance staff to collaborate with, venues to coordinate, a long list of tasks to check off, pressure to increase attendance – and all of this within strict deadlines.  The outcome is time-consuming and stressful.

Yet the events industry has been relatively slow on the uptake to digitise.  Notoriously analogue, surrounded by paperwork, a typical planning wall has traditionally been covered in post-it notes and cross checked with excel spreadsheets.

There’s no need for that any more, however. In recent years, developers have been designing software to help streamline tasks and salvage the sanity of the over-worked stressed out events manager by.

Arguably, we are now firmly in the age of automation, and the digitisation of Event Management is revolutionising and professionalising the industry.

Impact of the ‘Gig Economy’

One area where technology has particularly changed lives is in employment – and in driving the growth of the so-called ‘gig economy’. The whole process of finding freelance work is now easier and much more rewarding.  An estimated 5 million UK workers are now employed through staffing apps and platforms.

These are replacing more traditional modes of employment with a system which offers a far more flexible working schedule, and one which many believe drives productivity and performance. Mobile devices are the gateway to a more agile and responsive workforce, regardless of where they are.

Event management software leading industry growth

The Events and Experiential industries are going through an exciting growth period.  Automation is a culmination of a multi-decade evolution.  It seeks to change the traditional experience of event planning, moving away from the current complex and manually intensive model.  Event Management Software is a fast-growing sector.  Forecasts suggested a growth from $5.44 billion in 2016 to $9.28 billion in 2020, a CAGR increase of 11.3%.

Factors pushing growth

• Smartphone users increase – 203% increase in mobile app usage at live events.
• Expectations – most attendees will assume there is an app for the event. They want to engage and enhance their experience.
• Rising budgets for events.
• Use of cloud platform.
• Existing products.

This leads to a need for products that have the capabilities to constantly change, adapt and improve.

There’s an App for that…

Born from the need to digitise, there are a number of products available that can problem-solve for event planners or improve the delegate experience.

Among others, Etouches, Bizaboo and CVent provide an all-in-one offering.  Eventbrite is a well-known and widely-used ticketing site that also successfully attracts attendees.  Boomset allows guests to check in and print their badge in one easy click.  Then there are experientials, like the Savor Band from Event Farm.  There is constant innovation in these areas, year after year.

Automation improves efficiency, saves time and sanity

The benefits of Event Management Automation are reduced stress and increased productivity for managers, this in turn has a positive impact on ROI.  Event Managers are reporting improved communication and tracking, the ability to create complex plans in minutes – all of which allows them to be more strategic & productive. This gives EMA users a competitive edge.

Taking promotional staffing software a step further

For the Events Industry and Promo Agencies, there are particular struggles and staffing issues are nuanced.  Managing multiple projects, multiple staff members, scheduling and sourcing crew used to result in hours spent scouring databases or excel spreadsheets or on the phone chasing staff or payroll.

The future of events and promotional planning lies in the development of apps with seamless integration and good user experience.

Greg Lusk is Founder of Liveforce AS, which offers an online automated freelancer booking and management tool for event and promo agencies.  It enables managers to easily recruit and manage crew, create job boards, manage timesheets and expenses.   With more and more freelancers, crew and promotional staff to manage, an interactive, powerful and flexible App will drive productivity.

Liveforce addresses the problems faced by event planners, managers and promotional agencies and delivers an app that resolves these issues.  The aim is to make working in the events and promo industries easier to manage for both organisers and freelancers, ultimately enriching the customer experience.

Liveforce is a sponsor of the IPM COGS Awards 2017.

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No matter what new technological invention or innovation in promotion you choose, the challenge of standing out in a crowded marketplace remains, says Chris Baldwin of Sodexo. PROMOTIONAL FEATURE

Brands risk devaluing their campaign products by discounting too frequently, and with tight margins to meet it just isn’t economical.

This is where adding value is key. Marketers would be better not lopping pennies off in store for a meagre splash but instead adding value or being creative with ‘discount’ for a big eye catching impact.

Adding value is the easy bit – promotions, prizes, trade-ins and guarantees can help brands stand out for all the right reasons. But with so many different promotional mechanics, how do marketers choose which is best for their campaign?

Looking at what they want to achieve is a pretty good start…

Promoting value

Snipping coupons is old school, right? Wrong! This mechanic’s popularity shows no sign of dwindling. The use of money-off coupons is as popular as ever. Even truly old school methods like cutting out vouchers in newspapers still draws a crowd.

Sodexo, part of the Sodexo family, worked with John Smith’s to create a coupon in the Mirror that saw readers receiving £1 off their next purchase. Creating a robust alignment between The Mirror and the brewery – and putting savings in consumers’ hands. With Sodexo covering all the possible redemptions, remaining financing liable and providing campaign analysis, John Smith’s were able to reach an offline audience and inspire a purchase.

Another ‘discount’ mechanic on the block, cashback, has the potential to increase sell out while enabling marketers to reduce the profit sacrificed by a true, flat discount. By highlighting the ‘discount’ (savings made once cashback is paid) rather than the reduced price, marketers can create a greater sense of urgency and give consumers a reason to ‘buy now’.

Plus, cashback allows marketers to sell a product at full price, increasing basket spend for the retailer, while knowing that, once the offer has finished, they’re not left with the damaging effects of price erosion.

Instant gratification

Before AR, VR, QR and the rest, scratch cards were literally the most interactive way to promotionally market to consumers en masse. Odds on scratch cards tend to be greater than in other mechanics, and the compulsion of finding out if you’re an instant winner is hard to shake.

An instant win promotion requires a relatively large prize pool which can put agencies and manufacturers off. But instant wins need not blow the budget – with the right risk management in place, marketers really can afford to reward everyone and reap all the excitement in their follow up collateral.

Gift with purchase is a great example of instant gratification. From the high tech to the cuddly, a gift with purchase rewards impulse buys as well as repeat customers. We can enlist the help of risk management agencies to help calculate levels of participation, expected reward claims and cover the promotion with a fixed-fee to protect their budget.

Inspiring confidence

Marketers that are looking to develop consumer trust through their offering need to drive forward campaigns that inspire confidence and conviction in their products and services. And there are a number of different mechanics that help build relationships in this way.

Whether inspiring consumers to switch brands or try a product for the first time, Try Me Free promotions are a great idea to help encourage confidence in potential customers and inspire repeat purchase and new-found loyalty. Brands look like they are so sure of their product that they will give it away for free, knowing that consumers won’t be able to resist a repeat purchase. And with the help of some agency expertise, brands can work work out how many product samples are likely to be claimed so they don’t spend a penny over budget.

Another confidence-inspiring mechanic with consumers is the product guarantee. How much more can a brand do to prove it has 100% faith in its product than literally give dissatisfied consumer their money back? The problem is, product guarantees can strike fear into brands who worry that a flood of claims will see them hit financial ruin. But it doesn’t have to be that way. By understanding the risk, and calculating the likely number of claims a balanced budget can be achieved.

Buy and Try de-risks the purchase process for consumers – often related to high value purchases. It removes purchase barriers for nervous or thrifty customers, as they can buy what they really want, safe in the knowledge that they have up to 90 days to return it, no questions asked!

Building anticipation

The Advertising Standards Authority describes prize draws as when ‘Prizes are only awarded to those who return the winning code or symbol to the promoter within the promotional period.’

By running a prize draw campaign, marketers can build anticipation – and brand awareness – by offering amazing prizes (think cars, holidays, one of a kind experiences) but limit the opportunity to win and avoid any substantial risk. The most important thing is offering something spectacular that’s worth entering for – and being clear in the terms and conditions.

Driving loyalty

When customers feel like they get something extra from a brand they will bring their custom back time and time again – why would they look elsewhere for less? Marketers can reap the benefits of loyal consumers by rewarding a purchase with points or offers that they can’t get anywhere else. Points and offers which drive consumers back to spend again, attracted by the idea that they’re getting something for nothing thanks to a previous purchase.

Collector schemes are another great way for brands to drive loyalty. Sales are increased as shoppers collect tokens etc. and the customer is enticed to buy more and more in order to fulfill the gift or prize requirement.  Again, a smart promotional agency can protect brands’ budgets – and ensure all consumers get the rewards they’ve been promised.

Removing barriers to purchase

In a crowded marketplace where prices fluctuate and competition is fierce, consumers hold onto their purchases for longer than ever before. No matter how loyal a consumer is to a brand, once they have a household product (for example), they just don’t need to get another similar version.

So, how do marketers get consumers interested in upgrading to the latest and greatest models when they already have the old one in full working order stacked up in their broom cupboard?  This is where trade ins come in – by offering the customer something tangible for their old product, marketers are removing the barriers to purchase.

In our latest Case Study we explore how popular cleaning brand Kärcher ran a trade in campaign to encourage existing customers to upgrade to their latest model. The July 2016 promotion was focused on current window vac owners and offered them a cash incentive to move on to a better machine – if they bought the new Kärcher WV5, with an RRP of £89.99, and traded in their old machine they could receive up to £30 in cashback.

The campaign involved a number of different parties to ensure a seamless delivery to the consumer, from the receipt validation to the cashback payment Sodexo sourced and handled every element meticulously. Sodexo also built the microsite which looked to consumers as simply an extension of the Kärcher website – the site housed the claim area, all the promotion information including contact details, where and what to buy, how to claim and the FAQs. With hundreds of stores involved and a relatively complex offer to make simple, the campaign had the potential to be challenging but was pulled off expertly and with plenty of lessons learned.

Clearly, campaign mechanics aren’t ‘one size fits all’ and each, however old or new, serves a purpose in today’s busy marketplace. The challenge for marketers is choosing the right one for their needs, measuring its success and being reflective as the embark on the next one.

Chris Baldwin is Director of Consumer Promotions and Loyalty at Sodexo. 

Sodexo has published a new eBook,  How new technology is driving the promotional marketing industry, taking a closer look at the digital revolution and how it can help marketers influence shoppers. For a free copy, click here.

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Price cuts are short term responses which can damage brand values, says Chris Baldwin of Sodexo. Instead, brands should build value with intelligent promotional activities. PROMOTIONAL FEATURE

With a fluctuating pound and ongoing political uncertainty, the pressure is on for UK brands who are facing potentially higher import and export costs to still offer customers value while protecting both their margins and their reputations.

Manufacturers who have already tried to compensate for the additional costs caused by the falling post-Brexit pound have faced criticism in the media and resistance from retailers happy to position themselves as the consumers’ champions. Tesco and Unilever’s row over Marmite and other iconic brands was put to bed at record speed but the issue itself looks set to run and run.

Cutting price is often seen as simple ‘quick-fix’ when trying to appear good value; but the problem with price cuts is that, unless they are part of a long term strategy aligned with the budget sector of the market, in the medium to long term, they damage a brand’s reputation and cheapen the identity as a whole. Put simply, the long-term consequence of price cuts is devaluing the brand.

Brands and manufacturers need to think instead of their long-term goals. A quick fix is very rarely the answer and will more likely create further problems down the line.

The price of loyalty

With a longer term strategy, such as a focus on loyalty, brands can instead start building up consumer engagement and retention. According to forbes.com, just a 5% increase in customer retention can boost a company’s profitability by a staggering 75%. This impressive statistic highlights just how important consumer loyalty is – and the huge value in repeat customers.

Experts say that it can be six to seven times more expensive to acquire a new customer than to keep an existing one, so the importance of loyalty is clear.

Risk and reputation

Savvy consumers will look always for value – but rarely at the expense of quality. Resorting to price cuts will only serve to cheapen a brand’s identity, creating the impression of poor quality. If a brand wants to be seen as still delivering quality products, and so drive customer interest, while still achieving margin targets, it would be far better to get clever about tapping into the consumer psyche.

Clever brands think of their objectives with every consumer campaign, whether the activity involves creating a buzz with coupons offering the opportunity to ‘try me free’ at launches, or driving repeat purchase and building loyalty with ‘Money Off Next Purchase’ offers or encouraging one-off purchases with well-aligned, inspiring prizes.

Manufacturers need to focus on what their brand associations are and offer something completely complementary to these. Something tangible like a prize or a getaway adds value to a product, balances risk and increases the opportunity to connect with the customer in further marketing and social media communications.

Sodexo’s Savvy Cynics report found that over a third of consumers interviewed were more likely to buy a product that was part of a promotional campaign, which clearly demonstrates that the potential impact of a well-planned campaign is massive.

Just the ticket

For clever brands who have researched and developed their strategy, focused in on their target audiences and settled on their key objectives, the trickiest part can be deciding which prize mechanism works best to excite and reward their customers – should marketers opt for adding value with physical prizes that have great product synergy or should they be exploring something a little more personal, like a tailor-made holiday experience?

Research suggests that the Millennial generation of consumers does find far more value in an experience than in a physical thing, with three in four of them saying they are willing to spend more on events and experiences than ever before.

Events and experiences doesn’t just mean winning exotic holidays, or dream trips to sporting events; cinema offers another tried and trusted option. Brands can partner with the latest blockbuster film via competitions offering tickets as prizes to create a real buzz around a product, while shrewd brands may also consider aligning with film in a more general sense, offering longer-term promotional activations giving people discounts on cinema tickets for example. Linking with individual films or with the cinema in general can be hugely attractive – over 70% of 16-24 year olds cite cost as a reason why they don’t visit the cinema as often as they would like.

Consumer cred: adding value

The key to keeping consumers on side is not offering them something for less, but rather something more. Price cuts and BOGOFs can only go so far before a product starts to lose value. They can also put customers off with confusing price points that seem to fluctuate throughout the year or, worse, make more consumers into promiscuous shoppers.

By keeping prices relatively stable but supporting brands with value-added promotions, marketers can maintain or even increase long term brand value and avoid cheapening brand image.

Added-value promotions also allow marketers to capitalise on a range of opportunities to raise the profile of their products, boost sales and be seen by consumers as offering something a bit extra. Clever promotional marketing campaigns can see help manufacturers align with the latest trends, whether in cinema, travel, music, sports or consumer goods while maintaining a healthy brand image.

Promotional marketing gives a brand the opportunity and environment to display its personality and drive engagement and conversation with their target shopper, or potential shopper, in a way that a BOGOF simply cannot.

Chris Baldwin is Director of Consumer Programs at Sodexo. The Sodexo family, which includes the Promorati brands Protravel, Filmology, Fotorama and Entice, is Headline Sponsor of The IPM Awards 2017.

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Nick Deyong, Founder and CEO at The NDL Group, explains how to make the most of your prize promotion strategy. PROMOTIONAL FEATURE

With clients often seeking to fulfil objectives such as brand engagement and customer loyalty, finding the right promotional prize incentive, one that connects with the target audience, can be key to achieving your campaign objectives.

Delivered well, prize promotions really can provide a good return.  Promotional activity has been proven for many years to help change long-established shopping habits and drive attention to one particular brand over a competitor.  A carefully crafted promotion, seen at the moment of an actual buying decision, can be a very powerful way to interrupt an automated buying pattern.

The biggest challenge at the start is usually to ensure there’s a really clear commercial objective. What do you want this promotion to achieve for your brand?  Boost sales? Drive engagement? Captivating a target audience can be tough if the promotion is trying to cover off multiple goals.

Once you’ve got your ‘big idea’, delivering both the prize content and the mechanic as a slick end-to-end customer experience can prove tricky. We achieve this with Promotigo™, our proprietary technology that provides a user-friendly platform, while running complex technology, such as entry validation, behind the scenes.

Insight drives creativity

Obviously, we also use customer insight to drive the creative process.  If you can tap into the emotion behind a purchasing decision, you can really achieve a targeted campaign.  Linking your brand to a relevant theme or product that makes your customers feel good is a fantastic way to get them engaged.

We’ve done this recently with Thirst Pockets, Intertissue’s brand of kitchen towels.  By associating the brand with everyday essentials at the heart of the home, we link to the positive feelings of family-time, comfort and security.  A promotion which helps the consumer make this connection, in a split second, can be very powerful indeed.

Another element that has to be taken into account is measurement. What constitutes success for your promotion? Setting the objective in the first instance will help you set KPIs to measure the impact of your promotion.

With digital campaigns, for example, we can very quickly report back on traffic to our platform, such as numbers of competition entries or cashback claims validated.  Most of our clients are keen to monitor their promotions daily through our real-time reporting dashboard.

Further reporting can also be put in place to measure a promotion’s wider impact for the brand, such as a rise in the volume and reach of user generated content on social media, or an increase in newsletter sign-ups or even additional media coverage generated in the audience’s target titles.

OK, you have your objectives and your big creative idea. You have worked out the mechanics which will deliver to the target audience via the most appropriate and cost-effective channels and how you are going to measure success.

Before you go any further, however, you have to take into account potential regulatory or legal challenges. It’s essential that a brand complies with relevant laws and regulations. Most of our clients are experienced in running great promotions, but they don’t necessarily have the in-house resource or expertise required to make it all happen. It’s essential that any promotion is checked by qualified legal experts.

Cross border blues

Cross-border promotions can be particularly fraught with complexity, with legal and compliance issues presenting a multitude of challenges.  The UK enjoys possibly the least regulation, and Europe or the US are relatively straight-forward too, as long you have the right contacts in the various countries you plan to run the promotion in to make sure you have stuck to local laws and regulations.

Roll out a promotion further afield, however, and you’ve got to be very wary.  Asia, Australia, Latin America and Africa have widely differing laws and regulations to the UK, Europe and America and also to each other.

It’s not impossible to run a truly global campaign, but there are always going to be compromises that have to be made in order to comply with local laws.

The trick is to ensure the campaign concept is creative yet flexible, otherwise the legal costs can outweigh the benefits of the promotion. With the right contacts, a multi-territory model can usually be agreed, but it takes a certain level of legal expertise to even start the conversation!

Making people happy

Finally, don’t forget that there is even more work to be done once the promotion has finished – you have to manage the delivery of the prizes.

Dealing with happy winners is a perk of the job for us, especially when they’re delighted with their once-in-a-lifetime trip!  But managing a brand’s winners takes incredible attention to detail. It is vital to ensure their experience really is one of the highlights of their life, so that they become an important brand advocate for the long-term.  It’s fun, but there’s an unbelievable amount of work that goes on behind the scenes.

Also, for brands to get the most of out their promotional budgets, they need to leverage the prize winner experience, which these days can be very effectively done via social media.

Give your prize winners a fabulous experience and they should be more than happy to spread the message by sharing the highlights on social media. This can  be hugely powerful, although obviously it has to genuinely come from them, which means you have to deliver a really great experience. Getting prize winners to endorse and advocate a brand can increase the reach of your campaign ten-fold.

You can also encourage winners (and entrants) to submit and share their own User Generated Content (UGC), although you must always be careful to stick within the regulations and laws which apply in the territories the promotion is running in.

About NDL

The NDL Group was founded in 1997 by Nick Deyong, with heritage in radio promotions. Now a multiple award-winning group based in North London, NDL offers a complete, end-to-end brand promotion service to media owners, blue-chip brands and their agencies. Specific teams offer a range of expertise including campaign planning, building bespoke promotional platforms, fulfilling all aspects of prizes, experiences and rewards, and total winner management. For more information please visit ndlgroup.com or call 0207 428 1214. PROMOTIONAL FEATURE

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