Brand to hand is a fantastic way of reaching the target audience for children’s titles, and a great platform for raising brand awareness. During the October half term last year, Global Media Hub organised a collectibles brand to hand campaign outside the Natural History Museum in London. This proved hugely popular, and we had a 100% hand out rate during the three hour shift. Brand to hand works well for kids products, as it helps publishers engage with young readers and can be very specifically targeted to guarantee reaching the desired audience.
Targeting 'days out' locations such as museums, theatres, and ride attractions, specifically during school holiday periods is an ideal way to target families with children’s products. Dennis Publishing are an example of this with their newly launched The Week Junior product. This was available at travel locations and high profile museums over the key Easter holiday period. On Good Friday we handed out copies between the Natural History Museum and Science Museum, distributing copies at both Heathrow and Gatwick, and displayed an advert on our media screens at Southampton Cruise terminals.
Similarly with placing copies on board with airlines you are reaching a captive audience with plenty of time to take in the product. This type of placement encourages future sales and can also drive advertising interest.