“We were very pleased with the research conducted by Titan, which showed conclusively that combining a TV ad, with a strong poster creative in supermarket car parks and an in-store price offer created an effective brand campaign and achieved a good sales uplift. Supermarket six sheets is definitely a medium that we would look favourably at using again.”
Fran Draper, Marketing Brands Manager, Caribbean Twist
Campaign results
The two-week campaign saw sales increase by 64% in the control stores where the only messages were the price promotion and TV activity. However, at stores where point of sale six sheets had provided a reminder to shoppers the increase was 85%.
And the positive effect continued once the posters had come down. In the period after the six-sheet campaign the differential between the groups of stores remained marked, showing that adding outdoor had not only boosted sales during the campaign but also slowed the rate of sales decay.
After the activity sales were up 163% in the control stores but increased by 186% in the stores where there had been six sheets.
Caribbean Twist discovered that shoppers like a gentle reminder before they enter the store and the research showed that point of sale activity pays significant dividends at the checkout.