CHRISTMAS IS COMING!
Rather than let Covid restrictions ruin your seasonal Christmas marketing plans – here are our TOP FIVE EXPERIENTIAL MARKETING LOCATIONS where you can effectively, confidently and responsibly use ‘Safe-Sampling‘ to secure new audiences for your brand, during November & December 2020.
5. Residential Housing Areas
Door to door sampling enables you to deliver your samples alongside your print materials directly into the letter boxes of thousands of residential properties surrounding your stockists.
There is no face to face contact with recipients, other than the occasional polite driveway greeting by well briefed brand ambassadors wearing full PPE protection.
While working from home is still so popular, this is an ideal way to re-engage professionals who were previously reached in city centres.
4. High Street Supermarkets
While there are some retailer specific variations on what is currently possible at supermarkets, the high street entrance areas in front of them are typically available for Safe Sampling activities.
Multiple Safe Sampling campaigns during and after lock downs have all shown that shoppers are still very keen to try taster samples (with over 75% acceptance) and over 10% making immediate purchases, often for the first time.
Store managers are also supportive too; as one said recently: “It’s like having our own retail entertainment team to appease the queues of shoppers as they wait in line!”
3. Christmas Markets
As The Grinch well knows, there is no stopping Christmas!
Seasonal Christmas markets are an annual focal point for many towns and cities across the UK and even with social distancing measures, will still be a beautiful, atmospheric environment to bring your brand to life and spread seasonal cheer amidst wide spread doom and gloom!
There are so many regional events to choose from, so work out if you want to select them based on geographic proximity to your stockists or aligned to your brand’s core demographic targeting. Or both!
2. Shopping Malls
Old habits die hard, and while internet shopping is definitely important, there is no substitute for some real-life retail therapy!
With city centre high streets still impacted with working from home, the out of town shopping malls are mobbed.
Socially distanced, Safe Sampling is welcomed in busy shopping malls across the UK.
There are also some great value cost reductions to be had, as malls that might normally expect premium rates pre-Xmas are now happy to negotiate to bring some retail theatre back to their customers.
1. Suburban Area High Streets
Covid has made ‘convenience’ the King of Christmas 2020!
Throughout the duration of the pandemic, suburban retail areas have never been busier as many people work more from home and avoid the city centres.
Suburban area high streets provide access to targeted demographics, in areas where your stockists are also on the doorstep.
Almost all of them can be accessed with no site fees, providing an added Christmas bonus for your brand to enjoy too!
If you are inspired or just intrigued to find out more about where you can take your brand before Xmas 2020 or are open to new planning ideas into 2021, get in touch for some effective options and new campaign plans:
Joel Kaufman is Managing Director and veteran founder of multi award-winning experiential agency, Link Communication.