Here at RMS, we don't take too kindly to people yelling at us.
But apparently the tactic has worked effectively for sellers of lamb since introduction six years ago of their Sam Kekovich campaign.
Basically the former AFL star rants at us about buying more lamb - particularly around Australia Day - and it seems, we're listening.
Lamb sales have doubled from $1 billion to $2 billion in the past six years and Australia Day week is the biggest week of the year in retail sales.
So what makes this campaign successful?
-
It's the timing. The ads use Occasion-based marketing which aims to reach people at a time when they're most receptive to buying - in this case, Sam hits us right when we're deciding what to slap on the barbie for Australia Day.
-
There's a buyer reward. For instance if a taxi company took ownership of Valentine's Day, they could sell the idea of getting you and your date to and from the restaurant safely with the added Buyer Reward of enjoying romantic time during the journey instead of doing the driving.
The calendar is full of occasions marketers work to "own" from the obvious - Christmas, Easter, Valentine's Day - to the only slightly more subtle - back to school, End of Financial Year etc
Far too often, we reckon, special occasions become a chance for media outlets to hit you for more money with little thought to leveraging that occasion for better sales.
So think outside the square when trying to connect your product or service with an occasion.
And don't just stick to the standard special occasions.
For instance, why do we eat biscuits with a cuppa or popcorn at the movies? Why do we drink wine with dinner or orange juice with breakfast? Hotdogs and pies at the footy, icecream at the beach?
Because marketing has made us associate these products with these occasions.
Want to know more about Occasion-based marketing? Phone us on 9792 5944.
