MARKETING / BUSINESS OBJECTIVE
A leading home office supply brand needed to drive product awareness and increase same-day add on sales during the critical back-to-school time frame. The product is readily available in all 190 BJ’s Warehouse locations but had been an under-utilized convenience to the BJ’s club members.
MEDIA AND CREATIVE STRATEGY
The brand leveraged PRN’s unique multi-media advertising opportunity across the entire BJ’s Warehouse chain. By engaging club members across the HDTV wall and the In-Club Radio Network simultaneously, the brand was able to capture the shopper’s attention in full HD quality paired with subtle audio messaging broadcast throughout.
A 3-week bundled media campaign ran in September 2013 across all 190 locations. Both the client supplied video spot as well as the custom created audio spot were :15 in length, running six times (6x) per hour during all business hours. Both spots featured a call-to-action on the specific features and a department locator mention.
Audited receipts from the retailer for the 3-week period in September 2013 were compared against same-period / last year (September 2012) unit sales across all BJ’s Warehouse locations. The product mix for this office supply brand was exactly the same year-over year.
A staggering increase in unit sales of 91%1 on a year-over-year basis. No other marketing vehicles beyond the HDTV and In-Club Radio Networks were activated to impact this performance.
1Store audited and verified receipts collected during the same time frame (21 days) for both sales periods (September 2013 and September 2012)
2Based on BJ’s 2012 Viewership Study (Nielsen) and BJ’s estimates for In-Club radio (2013)
About the HDTV Network
Send a message to retail shoppers that’s loud and clear on a stunning wall of HD screens. The HDTV Network speaks to your target consumers as they shop America’s leading mass retailers like Target and Costco. It’s a powerful customer engagement tool that captures the attention of large audiences with in-store advertising in high traffic areas. With stop-in-your-tracks content, the HDTV Network showcases your products and services to affluent consumers who like what they see and aren’t opting out as they do at home with remotes, DVRs and On-Demand. Watch the HDTV Network complete your integrated media plan.
PRN is the leading digital media company specializing in in-store shopper engagement solutions that activate shoppers along the path to purchase right up to the point of sale. PRN’s video and audio networks span over 7,300 retail locations within some of the nation’s top retailers. PRN’s scale, consumer focus, and innovation with mobile and audience targeting position both retailers and brands for success. Contact us to find out how we complete your digital out of home marketing plan.