Alternate Options (2,181 words)
Sampling, Memo Boards and Airline Jackets
According to Lifestyle Change Communications president Bob Perlstein, alternate media can look old or tired, which dilutes response. If you buy into this theory, then you might want to try more unorthodox ways of reaching prospects.
One such method is sampling. These programs take your coupon, insert or sample and place them in the hands of your target audience to build brand awareness, brand identity and trigger a purchase.
Lifestyle Change Communications offers different programs of sampling, as well as other alternate media options.
For example, bags filled with free samples and coupons are distributed to new dog owners on the days of pet adoption or enrollment into dog training classes. According to Perlstein, this program is successful because adopting a dog is a life event, like having a baby or moving; people are more receptive to the right offers at these times.
Any marketer trying to reach dog owners, such as pet insurance, affinity credit cards and pet magazines, should try this program. Perlstein also believes it is a great way to reach families with young children.
Another important event in a person's life is going to college. One way to reach college students is the distribution of memo boards, which students often hang on their doors or walls. Students must fill out a profile to receive the memo boards, which are given out as they arrive at school for their fall semester. Offers inserted into the package can target this group of avid consumers.
Another unorthodox way of reaching prospects is through airline ticket jacket advertising. Various placements on the jacket can be purchased and by checking passenger demographics, you can determine whether this audience will respond to your offer.
These programs are a good way to get your offer into the hands of targeted niches, but the timing isn't as reliable as other forms of alternate media. The boards, for example, are distributed over a six-week period, making it difficult to get quick campaign results.