This idea is archived

New research shows why brands should target the Grey Market

Provided by IMG (Archived)
IMG are highlighting research to show the huge spending power of the grey market - only 5% of spend actively targets them.

What was the Challenge / Background of the Campaign?

Research from Revolution May 2008 highlighted by IMG shows the huge potential of targeting the Grey market for brands. Key facts are: Grey sector accounts for 40% of consumer spending and controls a staggering 80% of the country's wealth - 50s+ are set to dominate the online shopping market by 2010 - 50-65s are now spending twice as much on leisure and entertainment as the under 30s but amazingly less than 5 % of the total British marketing spend proactively targets the over 50s.

What was the Campaign Objective?

IMG highlighted through the research (Revolution 2008) wanted to demonstrate why brands should actively focus on targeting an active, growing and thriving target market.

What was the Solution?

IMG have developed events for brands which are featured on that actively target this lucrative group of consumers. Events such as the Hampton Court Festival & the Masters Tennis at the Albert Hall bring this audience together in interesting & exciting venues. Brands activate a wide range of unique and personalised branding, sampling and entertainment opportunities, providing a platform to showcase to a varied public, corporate & TV audiences.

What were the Results?

43% of the UK population will be over 50 by 2031 it is imperative that brands engage with them as they become a more important & active part of the population. Brands need to recognise that it is important to actively target and interact with them in the right environments. Sky supported the Hampton Court Festival with a comprehensive & well executed through the line campaign which was one of the best examples of actively targeting this lucrative & important group of consumers.

What were the Key Learnings of this Campaign?

With the right targeting, media solution & activation there are properties in the market place that are perfect for this target market. One of the most important factor in successful marketing to the over 50s is understanding that they are not a homogeneous group. Targeting specific groups based on interest within this group is a must for anyone who is serious about achieving results.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details45+ Male and Female ABC1s
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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