Transcript Body Advertising.ppt

Ad Nauseam:
Your Message Here
Jeff Barroga
Kelli McCurry
Management of Sales Promotions
and Publicity
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Role of Sales Promotion
Types of Sales Promotion
Evaluating Sales Promotions
Publicity Management
Types of Sales Promotion
Sales Promotions
Sole Sponsored
Premiums
Joint Sponsored
Contest and Frequent Sweepstakes
Buyer
Programs
In-Store Demonstrations
Coupons Displays and Sampling
Eight Most Popular Types of
Joint-Sponsored Sales Promotions
1.
Coupons in retailer ads
2.
Cents-off
3.
In-store coupons
4.
Refunds
5.
Electronic, in-store displays
6.
Samples
7.
Premiums
8.
Sweepstakes
Percentage of Rebates
Redeemed by Dollar Value
Value
Redeemed
Greater than $50
88%
$25.00 - 49.99
$15.00 - 24.99
$ 5.00 - 14.99
$ 2.00 - 4.99
Less than $2.00
48%
18%
11%
5%
1%
Evaluating Sales Promotions:
What they Can and Cannot Achieve
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Can Achieve
Inspire consumers
Stimulate sales
Combat competition
Encourage repeat usage
Reinforce advertising
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Cannot Achieve
Fight non-acceptance
Overcome crappy people
Give consumers a
compelling reason to
continue purchasing a
product in the long run
Turn bad sales around
permanently
Publicity Management
• Integrate with other parts of the mix
Advantages:
• Objective
• Credible
• Appeals to a mass
audience
Disadvantages:
• Difficult to control
and time
Non-Traditional Advertising
• Why?
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Reaching consumers is getting harder
A growing focus on micro-targeting
Consumers are tired of traditional methods
Online “click-through” rates are sluggish
• What we’re talking about
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New non-traditional methods
Outdoor advertising
Human billboards
Impressive results
Industry growth
Have a Minute?
Capturing a Captive Audience
Elevators
Floor Graphics
Bathrooms
Gasoline Pump Nozzles
A Proliferation of Advertising Venues
Emerging advertising
methods
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Automobile ad wraps (360◦)
Cell phones
Hotel key cards
Beach sand
Fresh Fruit
Outdoor Advertising
5% of Global Advertising
Billboards (50%)
Street Furniture (18%)
Transport (26%)
• 18.3 Billion 2003 Rev
• Street Furniture Fastest Growing
Ambient (16%)
Advertising Gets Physical
The Advent of the Body Billboard
• SnoreStop
– $37,325 for forehead
• GoldenPalace.com
– $4000 for tummy
• Need a body?
– TatAd.com
– E-bay
• Wanted: Dinosaur Hunters
It Gets Results
Retailers are happy
– Floor graphics
• 25-27% sales
increase
– Shopping carts
• 10% increase
– Gas pump nozzles
• 40-300% increase
– Costs less than
traditional
methods
Growth in Ambient Media
• 51% industry growth since 2000
COMPANY
AD MEDIUM
EARLY ACHIEVEMENT
C& E New Media Inc.
Hackensack, N.J.
Supplies and restroom walls in bars
and restaurants
Bar glass promos for ESPN and movie debuts
Beach 'n Billboard Inc.
Leonia, N.J.
Blanket-size impressions on publicbeach sand
Skippy peanut butter, Snapple, and ABC-TV ads
at Seaside Heights, N.J.
Fruit Label Co.
Los Angeles
Stickers on supermarket produce
Ads on 15 million apples for Ask Jeeves search
engine
PoleMax Media Group LLC
Dallas
Wraparound banners on protective
padding placed on gas station
and convenience store light
poles
Four-color ads for McDonald's, Gatorade, and the
Texas Lottery
KeyAd LLC
San Antonio
Plastic key cards and key card
folders for hotel rooms
Trade show exposure for Sterling Truck Corp. at
the Great American Trucking Show
• Ad Nauseam
Questions?
Sources
• Alt.advertising. McMurray, Shandley, Profit,
11831324, Mar2005, Vol. 24, Issue 1
• Harvard Business Review Case:
JCDecaux
• Advertising. Brian Steinberg and Suzanne
Vranica. Wall Street Journal. (Eastern
edition). New York, N.Y.: Dec 30,
2004. pg. B.1
• It's an Ad, Ad, Ad, Ad World . DANIEL
EISENBERG. Time Magazine. September
2, 2002.