Sixth Sense Marketing - Influencing habit and lifestyle

"Our success at becoming one of the top 3 airlines to travel within USA [within first 18 months of operation] is driven solely by our understanding and the attention we have given the consumer for true engagement." - Tim Mapes, Vice President Marketing & Customer Experience, Song Airlines.
"Our success at becoming one of the top three airlines to travel within USA [within first 18 months of operation] is driven solely by our understanding and the attention we have given the consumer for true engagement." - Tim Mapes, Vice President Marketing & Customer Experience, Song Airlines.

Influencing a consumer's habit and lifestyle requires an innate understanding of the target consumer in order to get them to activate demand of a brand in a given category.

In defining their product, Song Airlines set out to target primarily women, and through this has built an onboard experience that delivers against their target markets needs. This includes the clothing their crew wear [customised to reflect trends of today], the food that they serve [healthy but hip...], and the entertainment they provide [onboard fitness workouts by well know fitness celebrities, multiple channels of live satellite TV, and relevant and responsible kids programming]. Over and above this onboard experience, Song Airlines initiated 'pop-up' shops in targeted cities, giving potential travellers a live interaction of the onboard experience, plus an immediate opportunity to book their next flight with Song Airlines.

In a recent survey, conducted by the Jack Morton Group, consumers were asked what messages they thought were most important for marketers to communicate. Their response was: "Give me information; Explain what the product / brand stands for; Relate it to me through my interests and concerns."

Exp.'s Sixth Sense MarketingTM is a consumer engagement methodology that understands (1) a Brand's opportunity - how it can lead to better business - and (2) the target consumer's lifestyle - through their emotional triggers - all of which activate demand for Brands within a given category. It is about designing an activation which appeals to the target consumer, an activation that engages the consumer by appealing to their interests. Once in this environment the opportunity to educate them on the brand opportunity, deal with their perceptions and concerns, and deepen their brand experience for long term loyalty and usage can take place.

Exp. is Africa's largest and leading experiential agency, activating demand for leading Brands through unique solutions that personally and emotively connect with carefully targeted consumers. Our tools of the trade include Sponsorship Marketing, Brand Activation [Event Marketing - dedicated and syndicated options; Promotion Marketing; Retail Marketing & Conferences], Social Programming, PR Marketing and Measurement.

For further information, contact David Boon - Exp.Regional Director - at
7 Jun 2005 09:29

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