Prompting kids’ memory

Flip, where was that picture again?

In the summer I saw this excellent example of conative marketing (the Action part of AIDA) that instantly reminded me of a previous promotion by a toy manufacturer in doctors’ waiting rooms.

The panel has flip-over cards with pictures of the Ravensburger amusement park near Lake Constance. It was fitted in the lounge on a Lake Constance ferry. It’s a static version of Memory, a popular German kids’ game also made by Ravensburger in which you have to flip cards and find pairs (and turn them back over again if it’s not a pair).

This promotion succeeds on a number of levels, so it gets a strong thumbs up from me

1) It helps adults keep kids occupied
2) It introduces kids to Ravensburger’s Memory game
3) It features pictures of the amusement park, a neat cross-promotion for Ravensburger
4) It’s “edutainment”
5) It reminds parents that the amusement park isn’t far away as a potential day trip

In so doing, effectively this form of Action can actually sometimes do the Awareness, Interest and Desire at the same time. It’s probably expensive to fit and of course impossible to evaluate (how can you assess the effect on the bottom line or sale uplift?).

The only negative: there was only one on the boat, so kids were fighting for turns! And I can imagine it would be difficult to justify the budget for this instrument in marketing meetings, given that you can’t prove it works (a major problem if your company is too heavily influenced by its accountants).

So let me confirm for Ravensburger that it does work – and it lodged itself strongly in my memory.

Alex Woodruff

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