Given the massive spend by Coles on their One Direction campaign – offering 10,000 tickets to an exclusive concert by the boy band. 1D fans are talking up this promotion on Twitter. In-store Coles has excellent collateral and there is a TVC.
So, I’m thinking that maybe we should not have quit our 1D stock a couple of weeks ago. Coles doesn’t invest his amount in a failure.
My thoughts are yes.. Whilst 1D had been a little quiet, this promotion and the upcoming tour will again generate a lot of interest.
I don’t think so. If in doubt, consult the data.
Using the ticket promotion to sell non-related product is different to selling branded merchandise.
That said, we’ll be jumping back on the bandwagon as their tour gets closer. At the moment, unless your Coles, its not worth the floor space.
Given that the concerts were sold out over a year in advance and coles has 10,000 tickets they must have committed to this a good while ago. While I’m sure this will work for them I’ll be surprised if it creates the level of excitement they were expecting when they started planning it.
One of my staff was dragooned into buying 1D tickets for a 15 yr old niece yonks ago………. now they’re “so old news”, and the near 16 yr old is very “over” 1D, BUT, there’s a good pair of concert tickets to be used in July.
I do have some unsold stock but have resisted further purchases, I see Gotch is filling my void anyways, whether I like it or not. At least it can be returned.
I asked one of our customers yesterday if her daughter was still a 1d fan as she bought everything she could get her hands on. The mother replied who?
Apparently the 15 YO and friends has moved on.
Steve
The 10,000 tickets Coles have are for a new special Coles concert in Sydney. They are not tickets from the already planned concerts (although I believe they also have some for those concerts too).
Using 1D is good old Pester Power in action. Like when Kellogg’s used to put toys in their boxes of cereal