cross advertising intro
TRANSCRIPT
A"new"look"at"these"questions…In"China
• Where are your customers, physically? • At what point in time are they thinking about buying
your product?
• Who are your customers?
What"do"we"do? • Receipt advertising, but not like what you’ve seen
before • We don’t advertise in supermarkets or other big box
stores
• We advertise in stores that have target customers just like yours
What do we do?6• Receipt advertising
o No supermarkets o No Bigbox stores
But"first,"why"China? • What you may already know about China:
o Huge population, rising middle class
• What you may not know:
o There is not one Chinese culture, but many very distinct regional subcultures (different language, different customs, etc.)
Why"China?
• Problems with numerous distinct subcultures
o Different consumer behavior in each region o Difficult for data analytics to pin point target customer o Difficult to target ads in each region
• Other reasons why we picked China: o Middle class consumers live in densely populated cities, not
suburbs o Despite rising income, people are still bargain hunters when
it comes to service consumption�
Cooperative"Cross"Advertising
• Stores in close proximity and have similar target customers will advertise for one another
• Highly targeted advertising
o It will expose your message to the right customer, at the right moment in time, at the right location
• For example….
Coffee"Shop�
Advertisement�
"Beauty""Salon�
Advertisement�
Coffee"Shop�
Advertisement�
Beauty""Salon�
Advertisement�
Ads"Repeated"for"maximum"exposure�
Other"Store’s"advertisement"�
On"the"back"of"a"restaurant’s"receipt
• These"stores"are"close"by66• They"have"similar"target"
customers66• They"are"not"in"
competition66• Ads"aim"for"exposure"at"
the"right"moment"in"time,"at"the"right"location,"and"handed"to"the"right"customer6
6�
On"the"back"of"the"other"stores
"Coffee"Shop"�
Advertisement�
Restaurant"�
Advertisement�
Coffee"Shop"�
Advertisement�
Restaurant�
Advertisement�
Cross"advertising"on"the"beauty"Salon’s"receipt""�
Restaurant�
Advertisement�
Beauty"Salon�
Advertisement�
Restaurant�
Advertisement�
Beauty"Salon�
Advertisement�
On"the"coffee"Shop’s"receipt�
More"effective"ad"delivery • So, How does receipt advertising put your ad
message …
o In the hands of your target customer
o When they are close by your store
o When they are thinking about your product category�
Right"Location 1. Where is your customer?
o They are physically close to your store location o They are in stores with similar targeted customer
2. We place your ads in chain stores close to your location o When your target customers are shopping near by, they will
be exposed to your ad message on their receipt
Exposure at the right location
Right"Opportunity 1. When is your customer considering buying your
product category? - When they have just finished consuming a different
product category at a location close by
2. That’s when consumer is considering their next destination
- This is the best opportunity for exposure to your ad message
Right Opportunity for � d Exposure
Selecting"the"right"location
1. We select these stores by
1. Looking at how much people spend per visit in the store 2. Their product category’s compatibility with yours 3. The demography of their customers 4. You will have the final say on who carries your ad
Ad"Effectiveness"Report 1. Accurate report of ad to sales conversion
- If your ad is a redeemable coupon. We can provide accurate ads to sales conversion rate
- We can do this because we know the total number of coupons handed out to customers in each store
- And if we can have access to the coupons being used in your store, then we can calculate the exact ad to sales conversion rate
�
A"powerful"tool 6 • With accurate ad-to-sales conversion rate report
o You may adjust your advertising strategy accordingly
o We can quickly put your new ads into the participating stores �
Some"more"details • Other details about our product:
o We will have several clients in most shopping areas and they advertise for each other on the back of their receipts
o We provide receipt rolls free of charge
o Each store in an ad group is located within 5 min of walking distance
o We can also provide design service and customize ads for different store locations
�
Some"more"details • If there are just 3 stores in a cross ad group
o After each store have used 200 rolls of receipts
• Your ad would have appeared more than 124,000 times in the other two stores
�
Number'of'stores� Roll'of'receipt'used� Number'of'ads'handed'out�3� 2006 124,000�
3� 300� 186,000�
3� 400� 249,000�
