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.
IPM: Hi Ian, thanks for talking to us. How are things going at Sodexo Filmology at the moment? 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 standout campaigns!
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.
IPM:Thanks 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 firstname.lastname@example.org