By Mo Yusuff Turns out my best friends biggest customer, who she was always worried she may lose, she...
1st November 2018
By Mo Yusuff
“Jan worked in the marketing department at the Riverside Ice & Leisure Centre in Chelmsford.
At weekends they have ice skating disco sessions run by professional DJs. They offer full disco facilities, the latest chart topping music, lighting, smoke generator, song requests and even speed skating sessions.
They introduced a new brand called Skateside and their main target audience were teenagers between the ages of 14 and 17 years. One of their tactics was to hand out flyers. They targeted areas in the town centre where teens would congregate and even at schools too (with permission of course). The biggest problem was that teenagers don’t do flyers; they’re uncool. Getting them to take one was a huge problem.
Jan gave us the challenge of finding a product that appeals to teenagers and would help to create awareness and also promote the evening ice skating disco sessions and the new cool place to be.
Jan decided on a logo torch key ring which when illuminated projected their new logo. They attached one to each of their flyers and tried again. The kids went crazy and were queuing to get their hands on them. They became a must have item.
Skateside and the Riverside Ice & Leisure Centre was the coolest place in town.
When I got in touch with Jan to ask her about the campaign she remarked:
Probably the best promotional goods I’ve ever been involved with purchasing! A great find there by Willz!!
Following this campaign the numbers for the ice skating disco sessions increased and although it’s difficult to quantify the results from the logo torches, they felt they were a contributing factor.”
This is an excerpt from my book Promo Power Supremacy and it perfectly illustrates how promotional products when used as part of a Marketing campaign can make a huge difference.
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