Post on 09-Mar-2016
description
CBS Retail Outdoorcompleting the path to purchase
• To position CBS retail media in the context of current retail climate
• To highlight our key points of strength vs. other outdoor options
• To persuade you to re-look at budget allocation between formats
our agenda today
Unemployment at highest level
since 2004 Minister expects thejobless numbers to build
Ireland’s credit rating
plummets
Little hope for ‘09
graduates
NAMA will set Govfinances back by 10years
Budget hike hits hardWho’s incharge?
Bank shares drop by 90%
IMF calls for tougher
control on public
spendingIt has been a tough year for everyone
The economic climate has caused Irish
consumers to retrench...
This has caused major upheavals in every
sector of Irish Retail, especially grocery
shopping...
So is this the new reality for your clients & their brands
Or
is there light ahead?
“...there have been signs that consumers
are starting to detect faint glimmers of light
through the economic gloom”
September’s consumer confidence index
recorded a more positive assessment of
both the broad economic outlook and
consumer’s personal finances in the next
12 months
Source: Irish Times – Oct 2nd, 2009
“We expect the Irish economy to return to
quarter on quarter GNP growth in Q1
2010...
“Consumer spending may increase 1.5%
as real incomes stabilise..”
Davy’s predict a return to growth in 2010
Amarach’s Economic Recovery Index in September“saw the strongest score since April, as many think the worst is over”
It now matters more than ever to get brands back on the
shopping list
And that’s what our media do....at 145 locations nationally,
we complete the path to purchase for brands
PurchasePoints & StorePoints are at the
furthest point in the media chain along the
path to purchase
Our sites can deliver for brands whether
they are aimed at ‘price-led’ shoppers or
‘quality-conscious’ shoppers
We have defined two groups based on behaviour & mindset
Main shoppers – who had to agree with 4 out of 5 statements
“I look for the lowest prices when
shopping”
“I budget for every penny when
shopping”
“I always use money-off coupons”
“I am a bargain hunter”
“I always look out for special offers”
Price-Driven Shoppers
“It’s worth paying extra for quality
goods”
“I think well-known brands are better
than a shop’s own brand”
“I’m prepared to pay more for products
that make my life easier”
“I only shop at supermarkets that sell
good quality fresh food”
“I buy free-range / organic / fair-trade
products”
Quality-Conscious Shoppers
815,000main shoppers
35%
1,063,000main shoppers
45%
Price-Driven Shoppers Quality-Conscious Shoppers
Despite the recession more shoppers are
motivated by quality rather than just price
Retail 6’s* score best amongst the highest
spending shoppers
How should you use Purchase Points
to complete the path to purchase for
your client’s brands?
We can deliver messages to housekeepers for
grocery brands at the point of purchase, but...
...we’re suitable for brand campaigns, that are aimed at
younger shoppers
By re-balancing your outdoor plans we can deliver more for less
We deliver more Adults than
Adshel across a National Pack
(125 Sites)
Coverage is better and the cost is 32% less
Including PurchasePoints in
your campaigns delivers
incremental cover at lower
cost for all audiences – even
in Dublin
National
Re-allocating 20% of the sites in a typical Adshel national campaign
to PurchasePoints improves reach by over 20% and reduces
the cost by 6%
Dublin Rest of ROI
This also results in better reach amongst Dublin audiences and just as
importantly, helps close off gaps in other parts of the country
Even if using AdBox as part of
the mix, adding PurchasePoints
offers incremental net cover at a
lower cost
260 x AdShel 210 x AdShel
140 x AdBox 115 x AdBox Difference
75 x PP
131,800 126,050 -4.4%
National
Ads 45% 48% 6.7%
Main Shopper 47% 49% 4.3%
Ads 15-34 50% 52% 4.0%
Dublin
Ads 68% 68% 0.0%
Main Shopper 68% 69% 1.5%
Ads 15-34 72% 72% 0.0%
Rest of ROI
Ads 9% 19% 111.1%
Main Shopper 10% 20% 100.0%
Ads 15-34 10% 20% 100.0%
No loss in Dublin cover but a net gain
nationally………
PurchasePoints add
incremental cover in almost
every region compared to
AdShel-only campaigns
Including PurchasePoints
balances national coverage on
multi format campaigns –
delivering an audience other OOH
formats can’t deliver
You’re missing over
1.2 Million People
The key planning arguments in favour
of PurchasePoints
in summary...
PurchasePoints packs delivers higher coverage at a lower cost than AdShels alone
PurchasePoints deliver cover in Rest of ROI - addressing a key weakness of
multi- format outdoor campaigns
Including PurchasePoints with AdShel delivers better cover in Dublin as well as Nationally and
Rest of ROI than AdShels alone
Incremental cover not just for Main Shoppers – we even add incremental cover for
Dublin Adults -35
PurchasePoints are relevant for brand campaigns, whether aimed at
‘price-driven’ or ‘quality-conscious’ shoppers
2010
PurchasePoint Packs
& StorePoints
Format Size Number Rate Card
Dublin Packs 70 2 17,850
Urbanite Packs 95 5 24,225
National Packs 130 5 33,150
StorePoint Pack 302 2 16,308
Trolley Bay Banners
Trolley Bay Banners 20 13,000
Trolley Bay Banners 10 7,500
Trolley Bay Banners 5 4,250
Must be booked with a minimum of 95 PurchasePoint
Q1 OFFERS
Cycles 1 – 6 2010
The Path to Purchase Pack
130 National Pack
10 Trolley Bay Banner
1 Pack StorePoints
Rate Card: 56,958
Offer: 35,419 & free production of one design of all formats
Production Value: 5,350
Variety Packs
PurchasePoint & StorePoints
Book 130 National PurchasePoint & get a StorePoint Pack @ 50% discount
Rate Card: 49,458
Offer: 31,294 & free production of one design on both formats
Production Value: 2,450
PurchasePoint & Trolley Bay Banners
Book a minimum of 95 PurchasePoint & get a pack of 10 Trolley Bay Banners
@ 40% discount
Rate Card: 31,725
Offer: 21,410 & free production of one design on both formats
Production Value: 3,945
New Advertiser
Book a minimum of 95 PurchasePoint & get a pack of 5 Trolley Bay Banners
@ 50% discount
Rate Card: 28,475
Offer: 19,035 & free production on both formats
Production Value: 2,445
Valid for clients that have not ran since end 2007
CBS Retail Outdoorcompleting the path to purchase