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How to run a sales promotion aimed at the family market

How to run a sales promotion aimed at the family market

By Zoe Elie, Head of Sales, Travel & Leisure Promotions, at P&MM Sales Promotion.

As household budgets continue to be stretched, treats for all the family are often one of the first things to be shelved.  Sales promotions offering prizes such as family days out or holidays are therefore more appealing than ever and can bring significant benefits to the brands behind them.

However, there are a number of factors that must be considered when putting together a sales promotion aimed at the family market in order for it to be successful.

1. Family can mean many different things such as 1 adult and 2 teenagers or 2 adults and two toddlers.  Both are families, but both will be attracted to different prizes.  The prize ideally will need to cross both markets.

2. Think about the target market - how old are they, and how old are their children likely to be?  What do children of this age like to do?  Focus the prize on the children as if they’re happy, the parents will be happy. For example, a weekend shopping in New York for a family of 4 sounds like a fantastic prize in theory, but in reality, what parents want to drag a couple of bored kids around Bloomingdales on a busy Saturday afternoon?

3.  Insurance is another key consideration, especially with activity based breaks.  Ensure that any insurance covers children and family groups of all ages, or be absolutely sure that it’s clearly stated in the terms and conditions that the participants need to be a certain age and/or height to take part.  However, try not to have too many restrictions as this may limit the number of people who are attracted to take part.

4. For all incentive prizes consider the definition of ‘child’ as many theme parks and holiday companies class a child as someone under 16, but at Alton Towers you’re no longer a child once you hit 12!  So if the prize is a trip to Alton Towers for a family of 2 adults and 2 children, you could find yourself with unhappy winners if they have a 14 and 15 year old.

5. Airlines class children as those under 12, however there is no real difference in the cost of child and adult tickets anymore so it is worth bearing in mind.

Further key factors to keep front of mind are:

- safety and security

- try to make the trip all encompassing as it can get quite pricey with a family in tow

- don’t get stuck with simple ideas – many reputable suppliers can provide unusual and exciting family holidays in a very safe environment

- try and always include something for the children to do whilst away whether it’s theme park tickets or a learning experience.  Entry to theme parks and relevant attractions will keep little ones amused, while also providing lots of fun and long-lasting memories for the grown-ups.

- For a more aspirational prize consider destinations that are a 7-8 hour flight away such as Dubai or New York as the travelling is manageable with children.

Ideas for family incentives include:
- Family safari
- Ranch holidays
- Family ski in the states
- Lapland
- Family festivals

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