This month, Start Licensing’s Ian Downes highlights what he’s learned about licensing, especially when it comes to collaborative working together.
“As someone who has specialised in licensing for a number of years, I am conscious that I am also a generalist in that I deal with companies from a range of contrasting sectors with licensing being the common theme. Personally, I find this both rewarding and educational. I have learnt a lot about a lot through the licensing lens. This has also made me reflect on the fact that you can learn from different sectors and often cross pollinate ideas.
Indeed, as an aside, one of the undervalued elements of licensing is its ability to bring companies together and create opportunities for collaborative working – this is demonstrated in a number of ways with focused retail ‘cross- category’ displays being a vivid example of collaborative working.
Returning to the theme of learning from, or being inspired by other sectors, I always think it is useful for the gift industry to look at what companies like MBI and Bradford Exchange are doing. These companies are specialists in direct marketing, promoting their products to consumers via newspaper advertisements, online, direct mail and digital marketing. They cover product categories such as clocks, watches, jewellery and models which will resonate with gift companies. Both MBI and Bradford Exchange are heavy users of licensing, with license portfolios ranging from the likes of Disney, which have broad appeal, through to the likes of the Red Arrows, which is a brand targeted to a more specialist audience.
That said, this sort of targeting provides a useful pointer as both companies are experts at cross selling to their consumers. If a consumer has previously bought something aviation related it is likely that they will be offered other products covering that theme.
In the context of physical retail, that reinforces the potential value in developing dedicated spaces in stores that are built around topics with repeat purchase potential. It is also worth reflecting on ways that a direct relationship can be built with consumers in the physical retail world, not least in terms of upselling new products to them. This sort of relationship management is easier if you have an idea what customers are interested in.
Another technique MBI and Bradford Exchange deploy is linking to noteworthy anniversaries. Anniversaries draw attention to a brand or theme while also creating momentum in the market. A good example of this in action is Bradford Exchange’s recent promotion of a Flying Scotsman 100th anniversary chronograph watch. They promoted this in a range of ways including off the page newspaper advertisements. An anniversary like this one will attract broad media interest. It is a great example of how retailers (and manufacturers) can leverage an anniversary and use it to drive consumer engagement. It is always worth noting that brand owners are more aware of the potential that anniversaries afford them to shine a light on their brands and are open to collaboration to further amplify things. In this regard licensing is very much seen as part of the marketing mix these days.
I also recently noticed that Walkers Crisps have just launched a promotion linked to the Champions League football tournament. Walkers, who I think we would acknowledge as a high profile and savvy brand, are using footballing ‘legends’ such as Thierry Henry and David Beckham on pack in this promotion. I think this is a good example of how brands, and also retailers, can use sporting events and other ‘pop culture’ moments to create a focal point. Football is a perennial theme and can operate at a local, national or international level. With a well-timed campaign, and by linking to qualified suppliers, it is a great example of a theme that should work well in gifting.
In a similar vein, it is always good to see licensees promoting their licensed products in new ways and, specifically, trying to find new retail accounts to sell their products. I noticed Hallmark Cards had a stand at the National Convenience Show at the NEC recently. The show is co located with the Farm and Deli Show and The Forecourt Show. It brings in a range of retailers. Hallmark presented card ranges such as Disney, Snoopy and National Geographic at the show, along with different retailing options such as spinners. It is good to see this sort of approach from a leading licensee and it recognises that the retail landscape is changing. In licensing we can either ignore it or try to be involved in the change that is going on. It is a good time to look and learn from other sectors.”
Ian Downes, Start Licensing
07776 228454 | twitter.com/StartLicensing
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
