Imagine you've stumbled upon a delightful tasting session at a store or a product giveaway on the street. These spontaneous encounters with new products can sometimes lead to a purchase. But for those organizing these promotions, pinpointing the right audience in bustling stores or busy city centers can be quite a puzzle. This brings up an intriguing question: can promotional marketing truly be effective if reaching the intended audience is a tough nut to crack?
Back in 2019, we teamed up with Paulig for an exciting venture to tackle this very challenge. Crafting a unique concept always comes with its risks – there's a chance you might not hit the bullseye. But, by getting a good grasp of where your target audience likes to hang out and bringing in pros to steer the project, you can leap over these obstacles.
Our mission with Paulig was to cook up a concept that would captivate young adults, specifically those between 18 and 25 years old, in a way that was both fun and out of the ordinary. The plan had to be thrilling and genuinely resonate with this age group.
If you're looking for some pointers on how to do this, let's jump right in. Here's a rundown of key factors to keep in mind when trying to connect with your target audience and make the most of your promotional efforts:
1. Location, Location, Location: The first step in our strategy was to figure out where our desired audience likes to spend their time. This is crucial for tailoring your marketing to a specific locale. We decided on a university campus tour, making stops at numerous colleges from Helsinki to Rovaniemi. Being right there on campus gave us a direct line to understanding this demographic. Other prime spots for reaching 19-25 year-olds include various events and their nearby areas.
2. Getting to Know the Product: Our promotions unfolded in campus cafeterias, where promoters served up all three flavors of the product directly to students at their tables during lunch. The servings came from unique containers inspired by the brewing world. This setup allowed students to try out the products, chat about them with friends, and gave us valuable insights into their beverage preferences and tastes.
3. The Element of Surprise: Everyone loves a good surprise, and it's a fantastic way to create lasting, positive memories. In our strategy, we placed branded bags under the chairs as a hidden treat for the students. Plus, students who shared their experiences on social media got special Paulig overalls badges. Offering product rewards like this can really encourage social media sharing.
4. Social Media Savvy: A simple and cost-effective method to raise awareness about your promotion is to hype it up on social media beforehand. For the Paulig campus tour, we targeted our ads to a specific audience defined by the customer. Did you know that you can tailor your Facebook and Instagram ads to reach people in certain postcodes or even students at specific schools? Our promoters were also active on social media, and Paulig showcased the best content on their channels.
5. Who's Crafting Your Concept?: Finland is brimming with various event and promotion companies, each with their own area of expertise, from organizing event tours to store tastings or providing staff. With over a decade of experience in successful promotional campaigns for major Finnish and international brands, our forte is in devising unique and effective concepts with a focus on the target audience.
This strategy is a blend of event marketing and localized marketing services, designed to make a bigger splash with your desired audience. It's all about understanding your audience – where they hang out, what they're into – and then surprising them while giving them a chance to get acquainted with your products. This multifaceted approach is key to not just reaching your target audience but engaging them in a meaningful way.
