New media niches

I flew from Amsterdam to Pisa last Friday, on Transavia, the Dutch equivalent of Ryanair. Not remarkable in itself, but what was remarkable was the experiential media opportunity in flight. A cosmetics company had created a sampling opportunity, complete with data capture, using the in-flight service team to offer their wares. They had read their audience perfectly. The passengers were almost exclusively young mass-market families going to Italy for some cheap sun. The yummy mummies were in holiday mode, and ready for some pampering and prepared to spend. A brand making a fuss of them, in a time where their only alternative was to pay attention to the demands of their children was welcomed with open arms. It’s not often that I say “I wish I had done that” but in this case I did! A bright media planner somewhere had identified a niche where no other brand would impinge, and where their brand could really engage with its audience. If it’s your plan and you are reading this, then send in your CV. Mike Colling Managing Director