Getting your brand in the right place at the right time

15 years ago Tesco introduced the first UK loyalty card – the Clubcard. Within a year Clubcard holders were spending 28% more at Tesco and 16% less at Sainsbury. As much as the statistical information generated from these little beauties is the real marketing gem – consumer spending habits, personal information etc. – we can still learn a lesson in keeping our brands close to the customers’ hand. With 85% of house hold now holding a loyalty card of some sort, the little advertising space in your wallet or purse is becoming more competitive. Superdrug have launched a new loyalty card that doubles up as a mirror. This is a great idea for two reasons:

1)      It’s functional, it’s convenient and it’s staying in the purse. Customers are ever more suspicious of marketing ploys so if they can find another reason to keep hold of the card it gives it credibility.

2)      The functional use is intrinsically linked to the products they sell. When putting on makeup a customer will be thinking about replenishing the product – and there in front of their eyes is the call to action – Superdrug.

Another great example of putting your brand in the right place at the right time can be found in Addison Lee Mini Cabs. They are very cleverly placing their brand in the mind of consumers by advertising outside pubs, bars and night clubs across London by advertising on external cigarette ash trays. To read more about Addison Lee’s marketing campaign click here

Thomas