IN STORE MEDIAIN STORE MEDIA

Kyle Kaster and Chris McLaughlinKyle Kaster and Chris McLaughlin

IntroductionIntroduction

79% of consumers who try a sample will buy the product if they like it and need it.

70% of purchase decisions are made in the store.

Merchandizing and in-store demonstrations are the number 1 on-site marketing programs for product introductions.

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IntroductionIntroduction

In-store media is not usually utilized unless the In-store media is not usually utilized unless the product being sold is distributed in a chain product being sold is distributed in a chain store that focuses primarily on grocery stores store that focuses primarily on grocery stores and tech savvy stores such as Fry’s and Comp and tech savvy stores such as Fry’s and Comp USA.USA.

Media Agencies That Specialize in In-Media Agencies That Specialize in In-Store MediaStore Media

Multichannel Retail Multichannel Retail SolutionsSolutions

They specialize inThey specialize in:: Virtual Shop WindowsVirtual Shop Windows

Plasma Video screensPlasma Video screens Advertising DisplaysAdvertising Displays Personal Shopping Personal Shopping

AssistantAssistant Tracking and Analysis of Tracking and Analysis of

consumer behaviorconsumer behavior

Eye CaptureEye Capture

They Specialize inThey Specialize in:: Digital signal displaysDigital signal displays

Multichannel Retail SolutionsMultichannel Retail Solutions

The virtual shop WindowThe virtual shop Window A new vehicle on the traditional shop window used A new vehicle on the traditional shop window used by retailers in the shop windows that attracts people walking by the store. What by retailers in the shop windows that attracts people walking by the store. What makes this vehicle special stems from its interactive and dynamic contents. It makes this vehicle special stems from its interactive and dynamic contents. It has the ability to carry several products and services compared to a static has the ability to carry several products and services compared to a static window display, and customers interact with the contents and control the info window display, and customers interact with the contents and control the info displayed on a 24-hour basis.displayed on a 24-hour basis.

Plasma Video ScreensPlasma Video Screens give a retailer’s store more visual and aesthetic appeal give a retailer’s store more visual and aesthetic appeal and it allows for shoppers to be exposed to branding and product-promotion and it allows for shoppers to be exposed to branding and product-promotion messages.messages.

Advertising DisplaysAdvertising Displays are thin LCD panels that were calculated to replace the are thin LCD panels that were calculated to replace the poster format displays commonly used among retailers to promote the current poster format displays commonly used among retailers to promote the current top offers in the store. These displays differ from the poster because their top offers in the store. These displays differ from the poster because their content has the ability to be changed allowing the retailer greater flexibility in content has the ability to be changed allowing the retailer greater flexibility in changing the promotional price.changing the promotional price.

Multichannel SolutionsMultichannel Solutions

Personal Shopping assistant It is a wireless touch screen device that the shopper attaches to their shopping cart as

they enter the store. The system tracks the shopper’s movement throughout the store and reacts to his or her location by bringing up relevant promotional items, coupons, and special offers.

PSA helps guide the shopper through the store based upon their shopping list. PSA can be used to self-scan items for quick checkout. It can be used to track current balance so shoppers don’t go over their budget.

Eye CaptareEye Captare Digital Signal DisplaysDigital Signal Displays The features of these displays are: total all- in-one solution for display of digital The features of these displays are: total all- in-one solution for display of digital

signage and dynamic media, steel sub-structure and ballast for strength and signage and dynamic media, steel sub-structure and ballast for strength and stability.stability.

Operated at 120 volt line via standard plug.Operated at 120 volt line via standard plug. Contains controller with real-time clock to turn on and off.Contains controller with real-time clock to turn on and off. Allows device to recover from power failures in the correct state of operation.Allows device to recover from power failures in the correct state of operation. Prices range from 8 to 13 thousand dollars depending on the unit.Prices range from 8 to 13 thousand dollars depending on the unit. Models are the MPD-V1A, MPD-H1A, MPD-V2A, and the MPD-H2A.Models are the MPD-V1A, MPD-H1A, MPD-V2A, and the MPD-H2A. Sizes range from 61 to 68 inches in height and 31 to 47 inches in height. Sizes range from 61 to 68 inches in height and 31 to 47 inches in height.

In Store Floor AdsIn Store Floor Adsagencies that do floor adsagencies that do floor ads

NewsamericaNewsamerica www.Newsmamerica.comwww.Newsmamerica.com

FloorgraphicsFloorgraphics www.floorgraphicswww.floorgraphics

.com .com

Newsamerica floor adsNewsamerica floor ads

These ads can be found on the floors of all These ads can be found on the floors of all major drug and grocery stores across the nation. major drug and grocery stores across the nation.

The exposure to the consumer is limitless due to The exposure to the consumer is limitless due to the unlimited in-store placement, as well as the unlimited in-store placement, as well as cross merchandizing opportunities. cross merchandizing opportunities.

The pricing ranges depend on how many The pricing ranges depend on how many supermarkets your ad is being placed in. supermarkets your ad is being placed in.

Newsamerica Floorad pricesNewsamerica Floorad prices

Space Rates per Store

Tier 1 National Buy...........$37

Tier II Full-Market Buy .......................$49

(50% or more of network)

Tier III Full-Market Buy .....$52

(Less than 50% of network)

Tier IV Chain-Specific Buy ..... ......$54

(More than 1,000 stores)

Tier V Less than Full-Market/Chain Buy .....$63 (Under 1,000 stores)

Newsamerica floorad Production Newsamerica floorad Production RatesRates

Fixed ProductionDigital File

Variable RatePer Store

Standard-Sized 36" x 24" $5,632 $18.08Standard-Sized Die-Cut $6,682 $18.08

Standard-Sized Glitter, Chrome,Hologram

$7,114 $23.68

Standard-Sized Die-Cut Glitter,Chrome, Hologram

$8,164 $23.68

Standard-Sized Neon $5,985 $18.54Standard-Sized Die-Cut Neon $7,035 $18.54

Over-Sized 48" x 24" $6,119 $24.21Over-Sized Die-Cut $7,248 $24.21

Over-Sized Glitter, Chrome,Hologram and Neon

Custom Custom

Super-Sized 48" x 36" $6,725 $29.95Super-Sized Die-Cut $7,959 $29.95

Super-Sized Glitter, Chrome,Hologram and Neon

Custom Custom

Media Cost ComparisonMedia Cost Comparison

In Store coupon dispenserIn Store coupon dispenserby newsamericaby newsamerica

These are the red dispensers that a shopper will see on the These are the red dispensers that a shopper will see on the aisle of the grocery store.aisle of the grocery store.

Includes a four week cycle, which stores it’s placed in and Includes a four week cycle, which stores it’s placed in and the cost of the total outcomethe cost of the total outcome

Newsamerica makes most of their revenue from the money Newsamerica makes most of their revenue from the money that’s left over.that’s left over.

Sales LiftSales Lift  +28%+28%   AudienceAudience    70.4 million households70.4 million households   Impulse Purchase RateImpulse Purchase Rate  58%58%  

Rates for Coupon DispensersRates for Coupon Dispensers

Space Rates Per store Production rates Fixed ProductionDigital File

Variable Rate Per Store

Tier I National Buy.......$59 Standard Riser Card $3,750 $1.60Tier II Full-Market Buy....$79 (50% or more ofnetwork)

SSCM SmartWrapwith Riser

$5,619 $5.61

Tier III Full-MarketBuy..$85 (Less than 50%of network)

Die-CutSSCMSmartWrapSMwith Riser

$5,855 $5.85

Tier IV Chain-Specific Buy..$92 (More than 1,000stores)

Extra CouponBundles

$2.25/bundle

Tier V Less than Full-Market/Chain Buy ..$98(Under 1,000 stores)

Shopping Carts SeatsShopping Carts Seats

FanFare MediaFanFare Media and and newsamericanewsamerica both specialize in this type media. both specialize in this type media. Shopping carts allow the shopper to view an advertisement on the child’s seat Shopping carts allow the shopper to view an advertisement on the child’s seat

the moment they walk in the store. the moment they walk in the store. The advertiser has the choice of what percentage of the shopping carts in each The advertiser has the choice of what percentage of the shopping carts in each

store they want to have their ad placed.store they want to have their ad placed. This percentage they decide upon stays consistent throughout the six-month This percentage they decide upon stays consistent throughout the six-month

period that they buy.period that they buy. The dimensions of the ads on the seats range from 8 by 6 inches on the front The dimensions of the ads on the seats range from 8 by 6 inches on the front

to 8 by 11 on the back.to 8 by 11 on the back. The audience is 135 million, the reach is 67.9% and the frequency is 7.0 The audience is 135 million, the reach is 67.9% and the frequency is 7.0

times/cycle.times/cycle. The impressions are 967 million/cycle.The impressions are 967 million/cycle.

Rates for Cart SeatsRates for Cart Seats

Space Rates per store Production Rates FixedProductionDigital File

Variable RatePer Store

Tier I National Buy.......$54 Carts $3,390 $7.70Tier II Full-Market Buy .......... $72

(50% or more of network)Extended Life $6,800 $12.20

Tier III Full-Market Buy.....$77(Less than 50% of network)

Glitter, Chrome, Neon Custom Custom

Tier IV Chain-Specific Buy ...$82(More than 1,000 stores)

3D Lenticular Custom Custom

Tier V Less than Full-Market/ChainBuy .....$89 (Under 1,000 stores)

3D Raised Custom Custom

News america pricing and production rates for 2003-2004

In-Store radioIn-Store radio

In-store radio is a broadcast for a particular advertiser that In-store radio is a broadcast for a particular advertiser that is played over the entire storeis played over the entire store

They are digital satellite technology the delivers the They are digital satellite technology the delivers the advertisers message on an average of 12 times daily from advertisers message on an average of 12 times daily from opening till closing.opening till closing.

In-store radio runs on a time frame of a four week cycle, 13 In-store radio runs on a time frame of a four week cycle, 13 cycles a year, and the market can be local or national.cycles a year, and the market can be local or national.

The sales lift generated by in-store radio is +8.6%, the The sales lift generated by in-store radio is +8.6%, the audience averages 95.8 million, the reach equals 46.6%, audience averages 95.8 million, the reach equals 46.6%, the frequency is 6.3 times per cycle, and the impressions the frequency is 6.3 times per cycle, and the impressions

are 606 million per cycleare 606 million per cycle..

In-store radio ratesIn-store radio rates

Tier 1 National Buy $26Tier II Full-Chain Buy

(50% or more of Food &Drug Network

$31

Tier III Full Market Buy(Less than 50% of Food &

Drug network

$34

Tier IV Market-Specific Buy(Entire Food

Chain/Division)

$38

Tier V Market-Specific Buy(Less than entire food

chain/division

42

In-Store Demos or samplesIn-Store Demos or samples

Benefits of:Benefits of:Reaches consumers at the point of purchase

Gains product trial among interested consumers

In-store demonstrations and sampling give consumers interaction with the product before the purchase

Provides the marketer with an opportunity to give a one-on-one sales pitch to key consumer prospects

Coupons are a great incentive to close the sale when sampling and demonstrating-helping to guarantee the essential first-purchase.

In store demos vary in cost, but a reasonable estimate would be around $125, plus the product..

Study done on In-store DemosStudy done on In-store Demos

A current survey by the Food Marketing Institute suggests that 400 shoppers A current survey by the Food Marketing Institute suggests that 400 shoppers per day visit the average supermarketper day visit the average supermarket.

A separate study revealed that fever than half of the store’s shoppers actually A separate study revealed that fever than half of the store’s shoppers actually try a demo product. try a demo product.

The shoppers revealed that they were pressed for time, unsure if they’d like it The shoppers revealed that they were pressed for time, unsure if they’d like it or were in the store before or after the item was sampledor were in the store before or after the item was sampled.

Based on an average value coupon or other buying incentive, approximately Based on an average value coupon or other buying incentive, approximately

10% or 40 shoppers of the 400 shoppers studied bought the product.10% or 40 shoppers of the 400 shoppers studied bought the product. Of the 40 shoppers approximately 10% or 4 shoppers will return to the store

to buy the sampled product without any incentive other than the fact that they or their family like it.

In store demos vary in cost, but a reasonable estimate would be around $125, plus the product.

Assuming this average, the cost to add each of these four shoppers would be about $37.50.

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