Convert Retailer To Media Owner

Converting A Retailer To A Media Owner!

Free Tickets? YES / NO

1 Viewer

2 Action

3 Response

1

A two week campaign •

Combine Screens and Bluetooth in 15

•

Download free extreme sport clippings

Last ned innhold fra Deli?

•

Catch 15 787 phones (100%)

JA/NEI

•

Accessed 2 489 real people (15,8 %)

•

Redemption 922 downloads (37 %)

Deli de Luca Stores in Oslo

A two week campaign •

Combine Screens and Bluetooth in 15

•

Free trial with Personal trainer

•

Catch 25 828 phones (100%)

•

Accessed 3 749 real people (14,5%)

•

Redemption 1 231 customers (37 %)

Deli de Luca Stores in Oslo

Motta tilbud Fra Golds Gym?

JA/NEI

2

A two week campaign •

Combine Screens and Bluetooth in Oslo DOOH Network

Motta tilbud Fra Fanta? JA/NEI

•

Free Fanta Videos every day

•

Catch 146 000 phones (100%)

•

Accessed 26 000 real people (17,8%)

•

Redemption 9 200 downloads (35,4 %)

http://www.futureline.no/flash/iumfanta.html

Compound annual growth rate 29%

Due to… to… • Poster to screen • Increased response • Actuality • Cost efficiency €626m rev. in 2012

3

Are You Evolving With The Rest Of Us?

4

Sales Process Money From Two ”Pockets” Framework

Retailer

Media Company

tM in Jo

=

sa le s ti si ng dv er

g s le sa

Supplier: Sales Director

A

t in ke ar

Supplier Advertiser

Advertiser: Marketing Director

Competition: Other Retailers providing Joint Marketing

Competition: Other Media

Product: New Digital & Interactive program

Product: Response Media

5

CONCEPTUAL

Ideal Key Findings In Pilot ? • Strengthening Sales & Visits • Increasing Joint Marketing • 3rd party advertising revenue potential • More measurable and targeted campaigns • KPI and Best Practice

People will shop more & complain less!

6

Dipers Wet Sauces Chocolate package Ticket Lottery Water Chocolate pieces

Newspapers (kiosk)

e ers Div

Frys

Soft Drinks 1,5 L + Preecooked meat

e ers Div E FF KA

Kjøl

2 ne So rg to

Marinert kalkunfilet Fresh coffe Chew and pastils

e ers Div

Kjøl

Diary e.g. yoghurt Canned Soft drinks

Torg

Sone 3

Sone 1 ”inndrager”

Juice Prepared susages Soft Drinks 0,5 L Jam Fresh prepared fish Bread

Olje / va skepro dukter Blader

Butter Mais, Landlord Mobil Phone Cards (grocery)

Revenue Growth - Category level

Dry Sauces Non alcohol Beer

Benchmark and sales analysis

Razorblades e.g Gilette

Product x%
Category y%
Total Retailer z%

30,00 %

25,00 %

20,00 %

15,00 %

10,00 %

5,00 %

0,00 %

Sone 1 ”inndrager”

E FF KA

ILLUSTRATIVE CATEGORY GROWTH

Bakrom (intern infokanal?) KA k a one SS ss ED ad 4 isk ISK /F ER SK VA RE R

Identifying Zones In Retail

ILLUSTRATIVE S

ri dte Go ri dte Go

Mobil Phone Cards (kiosk)

7

Key Findings Screens in stores provide a significant boost for individual products, a modest boost for product categories and a satisfactory boost for the store’s overall turnover giving ROI. Out of 9 identified zones we found 4 giving positive results. Out of 19 screens we identified 5 representing more than 95% of the results

Out of 3 screen formats we found 1 giving the best results

Out of 30 product categories we found 8 representing more than 90% of the results

New vs. Recurring Visits

Example: by piloting a month we find 50% are new customers (no previous visits) and the rest represent recurring customer visits. FINDINGS OSLO CITY SHOPPINGMAL

8

Identify Prime Time Within Categories Visit & Purchase average day 25000

20000

15000

10000

5000

0 12-19 år

12-24 år

25-34 år

25-39 år

35-44 år

45-54 år

55 år +

-5000 Før kl.10.00 Mellom kl.16.00 og 18.00

Mellom kl.10.00 og 12.00 Mellom kl.18.00 og 20.00

Mellom kl.12.00 og 14.00 Etter kl.20.00

Mellom kl.14.00 og 16.00 Ikke noe bestemt tidspunkt

ILLUSTRATIVE

CatchTheEye Key Performance Index 1.

Screen placement

2.

Editorial content

3.

Broadcasting schedule

4.

Creative solutions

5.

Official coverage figures within OOH Digital media distribution

6.

Official rating figures for targeted audience

9

1

% Channel identity

2

% Retail content % Supplier Content 3 % Editorial Content

4

% 3rd party advertising

5

Value Driver Through Weekly Eyeballs • Media Value – Retailer value as mass-media – Value and currency of retailer customers

• Media Effect & Measurement – Expected sales increase – Expected response and redemption – Expected increase in store visit and traffic

10

How to build the Digital Out of Home media category 3 By introducing new price models based e.g. on redemption

2 By proving effect of digital and interactive marketing

1 By converting Retailers to media owners and build Networks

Deli de Luca Network

Strategic screen placement by coffee machine, cold drinks and entrance Broadcast 24/7, 365 days a year. Scheduled loop is 3,5 minutes, equivalent with average OTS time, giving 480 spots a day.

10,7% weekly saturation of Oslo & suburb media district! • •

129 410 unique potential viewers a week (OTS) Frequency is 1,6 a week

EXAMPLE

11

Media ranking (%) URBANOS Target group: Media district Oslo Or Asker/Bærum Or Lillestrøm And age 15 - 34 Weekly saturation (%)

70 %

60 %

VG

x Mi

2 TV

50 %

VG

Ne

tt

K NR

40 %

30 %

20 %

10 %

E FR NMA nX X ge r o iX m R g n et Da te ad n o s bl te ag Af n np ag nd et te D lg fte .no in Sø f A as n Sa a tt e ten sten os te ag ne ng s g s o r o n er Am tU nt No po np ba np Io ) de te r ia ften fte r a f er l e d n A U lo A . uk e gb sid n EB Me A Os rg W Da (4V3 le Fin on o No Gu no T gri .n eø Ki TV RH sn e m p sitog ka ia e ns io ed S te ad å ) m Vi R er r t P3 o g N g uk e ye se an r K r t (P24 t Naøvnid us NR He t no DeG tS Ill Ki Ne V 2 TV

1

TV

e ad bl

o t.n

0%

Top 30 media ranking & coverage (size of target group 247 967) Source survey: Taylor Nelson Forbruker & Media '08/2 - MGI

Retailer Commercial Opportunity Get to new revenuestreams through •

Strategy

•

Positioning | advertiser market definition and organization

•

Partner

| the implementation of media product & services

| ideas are easy, implementation is hard and that’s where the money are!

12

Decision Points and Next steps • Goals, what and how to measure • When and how to Pilot • Significance level of findings • Screens as a part of a response strategy • Commercial partner business model

13