In this regular item we catch
up with one of our members...
Ian Lacey, Business Development
Director of Sodexo Filmology in Milton Keynes tells us what they’ve
been up to over the past few months, their thoughts on risk-based promotions, and what he’d say to a senior new business target if he had
30 seconds with them in a lift.
Ian, thanks for talking to us. How are things going at Sodexo Filmology at the
IL: Things are going great, thanks!
Just look at the films that are out now and coming up for the rest of the year!
It’s a really exciting time to be working in Film and Cinema right now and there’s
a real buzz in the office.
IPM: How is your business developing and evolving – any
interesting plans you can share with us?!
IL: Whilst we can’t share specific
campaigns currently in development (sorry!), we are continually looking at ways
to use cinema to create standout and profitable campaigns for well-known brands
in their promotional activities. In fact, our partnerships with some of the
UK’s biggest and best-known cinema chains means we can create some truly
Remember, that cinema’s ongoing
popularity – 176m admissions in 2018 alone (Mintel) – just goes to show that
the great British public are still very-much in love with the big screen. With
this in mind, cinema makes an ideal partner for agencies and brands-alike
looking for innovative incentives and standout rewards.
IPM: With risk-based promotions with millions of pounds worth of
prizes or gift with purchase (i.e. everyone’s a winner) , what would you advise
a brand to do?
IL: That’s a tough one. On the one
hand, consumers are so savvy, they probably know the odds of them winning a
risk-based promotion is low. However, the sorts of gift with purchase prizes
are mainly trial periods or 2 for 1 entries at Theme Parks or events - are they
really going to excite a consumer enough to purchase a product?
Clearly, a lot comes down to
the value of the item the promotion is against and of course the budget. There’s no perfect answer; but having a prize
with a highly perceived value and reward that engages with as many consumers as
possible would be a good mix to consider.
IPM: You find yourself in a lift with a new business target,
you've got 30 seconds to make an impression on behalf of Sodexo Filmology -
what would you say and do?
IL: Well there would certainly be
no dancing or singing (Mrs Lacey can testify I am not good at either!). I would probably say when planning your next
promotion, consider an incentive that people really want and use that to motivate their purchase.
Marketing is not a vanity project to simply win awards, nor is
it a procurement-led activity to see how cheaply it can be done – it’s about
delivering activity that drives sales, profitably.
so much for your time Ian – have a great day!
IL: You too!
If you’d like to get in touch
with Sodexo Filmology, drop them a note at email@example.com