Ten reasons why_retail
Post on 01-Dec-2014
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10+ reasons why
retail brands should
use Outdoor
Outdoor is a great point of sale medium
• Outdoor can place a message nearer a retail outlet than any other medium
Operational efficiency now attracting large supermarket chains
• The medium can now deal operationally with short term, price sensitive campaigns and faster cycles
• Large retailers like Tesco are now using this greater flexibility to great effect
Outdoor delivers a proven high ROI for retail brands
• Econometric research from Brand Science shows that Outdoor delivers high ROI to retail clients
• High ROI for every pound invested
Outdoor has national, regional and local capability: precision targeting
• Outdoor can be bought nationally, regionally or locally with great precision
• Select by road type, proximity distance or catchment area with no wastage
Outdoor delivers high awareness: essential for openings, sales, or every day
• Outdoor gives high brand awareness for retailers to establish and grow their brands
Outdoor is a high impact medium with very high levels of attention
• Outdoor gets noticed. It can’t be switched on, or turned over
• According to TGI 2010, 97% of UK adults have seen outdoor advertising in the past week
Outdoor allows advertisers to be competitive
• In a competitive market where share is vital, an advertiser needs a competitive medium
Outdoor is a great directional medium and can activate a visit
• Everyone sees Outdoor
• It can be a great reminder and directional tool, prompting an impulse visit to store
• For online retail too, Mindshare research* found Outdoor to be more effective than TV, radio and print for driving brand search on the internet
* “The Branding Power of Outdoor” Mindshare 2010
Outdoor can target an audience type, mindset or moment
• Outdoor reaches the relevant audience and can stimulate a buying decision
• Targeting can range from students to duty free shoppers, harassed mums or grey panthers
Outdoor is the most visual medium: best for leaving a lasting branding impression
• Outdoor advertising messages get noticed
• They are capable of anchoring a strong visual brand memory in the brain
• This can be triggered again at point of sale
Proven effective
• Retail brands are one of the fastest growing areas for outdoor
• Retail brand count is increasing
• Proven effective for Tesco, M&S, KFC, H&M, Westfield, Pizza Hut…
Outdoor is the medium experienced most recently before shopping
• Advertising messages get noticed
• Outdoor overwhelmingly the most recent medium
Seen or heard advertising in 30 min...
92%
36%
6% 4%
Outdoor
Radio
TV
Newspapers
Source: Ipsos DMMA, 506 respondents in diverse shopping environments
Light Mobility Moderate Mobility Heavy Mobility30
35
40
45
50
39
44
47
%
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
More mobile people make more frequent shopping trips
Go ‘top up’ food shopping on way home from work twice a week or more
Light Mobility Moderate Mobility Heavy Mobility
Receptive audience: most people on the street are buying something
Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)
Se-ries
1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
26% 30% 29% 15%
Already bought somethingAlready bought something & expect to buy something elseNot bought anything but expect to buy something
85% bought or expect to buy something
Q: Have you bought or do you expect to buy anything during this trip out today?
Outdoor audience is the biggest audience for retailers and centres
Visit shopping centres Visit shopping centres 2-3 times a month
Visited department store last 3 months
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Heavy outdoor
Heavy TV
Heavy internet
Heavy radio
Heavy newspaper
Heavy magazine
Heavy cinema
Adult 000’s
Source: CBS Outdoor, TGI Media Neutral quintiles 2010
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Leading retail advertisers trust Outdoor
Top retail advertisers in Outdoor 2010 (average spend £1.34m)
McDonalds, Marks & Spencer, Kentucky Fried Chicken, Tesco, H&M Hennes, Asda Stores, Burger King, Specsavers, Matalan, Pizza Hut, Waitrose, Currys Group, JD Sports, Wm Morrison, Sainsburys, Miss Sixty, Iceland, Decathlon, Capital Shopping Centre, John Lewis, Sunway, TK Maxx, Go Outdoors, Uniqlo, Best Buy, Cooperative food, Eric N Smith Jeweller, Harrods, Land Securities, Realm Shopping Centre, Westfield, McArthur Glen, HMV Music, B&Q, Magnet, Clas Ohlson, Trafford Centre, Mango, Tiffany & Co, Dolce & Gabbana, House of Fraser, Oracle Shopping Centre, Vision Express, Boots the Chemist, Selfridges
Source: Nielsen Media Research
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