Identifying a New Audience for My Nametags
Using consumer research to demonstrate the need for name tags to a new audience
My Nametags is a leading online manufacturer of name tags and name labels. When a member of our team went on a recent trip to New York, she used My Nametags labels on her belongings and at the same time identified a new market opportunity for our client – holidaymakers. With a new target audience in sight, our challenge was to reach these people and build brand awareness before the summer holidays kicked off.
How We Helped
With so many Brits going abroad every year, we knew the number of items that are misplaced or stolen must be vast and the cost attached to this even higher. With this in mind, we conducted research among 2,000 UK holidaymakers to try and put a price on the average suitcase.
From gadgets to sun cream and clothes to cosmetics, the research found that the typical Brit’s suitcase costs a whopping £3,255. Shockingly, only half said they take out travel insurance. What’s more, 68% think that labelling their belongings would prevent loss, demonstrating a clear need for name tags.
The results were analysed and broken down by region. This meant that we not only had a headline grabbing national news story, but we also produced twelve perfectly targeted regional versions, maximising the appeal and reach of the story. In addition to this, a compelling infographic was created, highlighting the key results from the research and giving the story even more media appeal.
To support the campaign, we also worked alongside My Nametags’ marketing team to launch a new range of labels, specifically designed for the holiday season. A promotional partnership with Parkdean Holidays was also set up giving My Nametags access to thousands of families who may be in the market for holiday labels whilst also increasing their database through a joint competition.
The story was perfectly timed with the summer holiday season so proved a real hit with the media. We achieved 73 pieces of coverage – four national, 67 regional and two trade pieces – and successfully raised brand and product awareness for My Nametags in a new market.
Identified a new market opportunity
A promotional partnership with Parkdean Holidays was secured
73 pieces of national, regional and trade media coverage