Volume 3, No. 18. September 26,2003
FUN EXPO Report
Sample
sampling
Always searching for member benefits, the International Association for the
Leisure & Entertainment Industry came across a company called Target Market
Concepts, a marketing agency that helps brand packaging companies with product
promotions. “We go to brands and connect them with outlets,” said
company President Greg Sobocinski.
For
10 years, those outlets included skating rinks across the United States, thanks
to a program Target Market Concepts developed for the Roller Skating Association.
The nice thing for the skating rinks is that the products, promotional samples
that the rinks could hand out to customers, are free.
IALEI
wanted its members to get a taste of that action. “Your (guests) like it,
you like it, and it costs nothing,” said IALEI Executive Director Carole
Sjolander. “What more could you want?”
The
official name of the IALEI/Target Market Concept program is the Family Entertainment
Center Promotion Network. Any IALEI operator member could sign up for the chance
to receive free snacks, magazines, toys, games and, mostly, candy that they
could then pass out to their patrons. “We go to all the major packaging
brands,” said Brian Scott Sockin, managing partner of Target Market Concepts.
“We eat a lot of chocolate; it’s a very dangerous business.”
Indeed, at its Fun Expo booth Target Market Concept had samples of some of the
samples FECs could give their guests, like miniature candy bars, M&Ms and
other chocolate goodies.
Furthermore,
250 participating FECs will receive a free LED message board. The family entertainment
center could program any messages they want to put on the board while Target
Market Concept places national brand advertising on the side panels. Through
such advertising and the FEC Promotion Network, Target Market Concept gives
its clients entree into the coveted family market and also provides back-end
research.
The “win-win” phrase is well worn, but it perfectly describes this symbiotic relationship, with Target Market Concept as the bridge. To Sjolander, as an IALEI member privilege, the FEC Promotion Network is a no-brainer. “If you’ve got a program like this and not want to do it, you have to be brain dead,” she said.
THE LOOP is written and produced by Eric Minton, Minton Enterprises, LLC. To see more examples of Eric Minton's work and Minton Enterprises services, visit www.ericminton.com.
©2003, Minton Enterprises
LLC
All rights reserved