Tuesday, November 17, 2009

Captive (and hungry) audience

I have been wanting to blog about this since Acharei Hachagim (after the holidays). It tries to bring in my marketing experience by analyzing something unique and maybe funny in Israel just like it was done with The Sabra Album Take 6 – Marketing Edition (which I highly recommend).

Captive Audience + Opportunistic Marketing = Consumer Need

“A captive audience is a person or a group of people who have gathered in a certain place for a purpose and are provided or exposed to information that are unrelated to their actual purpose of being there.” From Wikianswers® with nowhere to go” that’s my addition.

Opportunistic Marketing communication are the messages and other media used to communicate to consumers by taking immediate advantage of the circumstances” I just made up this definition.

Now let me explain. Every Shabbat and holiday a bunch of leaflets are available at the synagogue both in Hebrew and English from different organizations that talk about Parshat Hashavua (the weekly torah reading) or the holidays. For a couple of years I have enjoyed following and studying both on-line as well as hard copies of the TT (torah tidbits) by the OU (They do a great job every single week). The TT for Yom Kippur is one that you spend a lot of time looking at given the many hours you spend at the synagogue. Now here is the back cover to that Yom Kippur’s TT:

From Other

Now you know where I’m going with this…

The ad reads in Hebrew: “Brazilian grilling party at Papagio Jerusalem”

Are you kidding me? I haven’t eaten for 25 hours, I’m hungry as a wolf and I’m sitting at the synagogue with nowhere to go looking at the back cover of my TT. What a perfect recipe. If I were the OU I would charge triple for that back cover. So for now I have a new consumer need to go and eat at Papagaio.

So the equation:

Captive Audience + Opportunistic Marketing = Consumer Need

Can also be represented as:

Synagogue on Kippur + Food ad on Kippur = Go to Papagaio

Makes sense?

I most admit that I’ve had cravings for a churrascaria (Brazilian steakhouse) since I accompanied my co-workers at a Brazilian restaurant in Bentonville AR several years ago. I saw them enjoy one piece of meat after the other while I was munching on my crunchy lettuce (don’t get me wrong, it was a good salad). So now that I have it Kosher… well I haven’t tried it yet, but hopefully soon will.

Note: I did not receive any commission from Papagaio for this post, and I wouldn’t reject a free dinner for two either.

To be continued…. (I hope)

1 comment:

Isaac said...

That MBA really worked ahhh!. Great post...!!!...Como estan todos?, un abrazo!

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