Holidays, and in particular our summer holidays, are a time for rest and relaxation. It’s a time to unwind. We bid farewell to the year that has passed and welcome the New Year to come. It’s also a time to do things you normally don’t have time for. This is by far one of the most optimum times to take advantage of putting your product or service top of mind with your customers.
It’s often viewed as being part of the Gruen effect, which is loosely based on the concept of creating a space, normally a shopping centre, that is so full of distraction and intentional layout to confuse consumers into impulse buying.
In actual fact – the relaxed ‘I’m on holidays’ mentality has nothing to do with the gruen effect at all.
When we are relaxed or removed from everyday pressures, we tend to observe, reflect and focus more on our surroundings. Resulting in increased capacity to absorb more information and generate conversations that don’t occur during work periods. We notice and discuss things like… we need a new lounge (this one is old and worn out)… we’ve been struggling to get all the kids in the car, we need to upgrade… I don’t feel healthy or fit…. I need to do something about it… and the list goes on. We aren’t alone here… it’s simple realisation.
What’s the best way for advertisers to reach these relaxed holidaying Aussies?
Our Cinema’s attract huge crowds during the holiday season. Whether it’s respite from the sun, poor weather or the lure of choc tops and popcorn… Cinema appeals to everyone. It’s no stretch to say that Cinema reaches both local and tourist crowds during our holiday seasons. Even the Hollywood and European producers have cottoned on to our ‘Aussie’ summer trends and favourite past times. Launching some of their leading blockbusters during our summer holidays.
Engaged customers are consumers
During peak holiday periods, foot traffic in your business is extremely high for 2 reasons. Firstly, people are browsing with the intent to buy immediately or with the intent to purchase at a later date. Engage your audience and be top of mind with Cinema advertising.