New Marketing Techniques Set to Take on NZ Advertising World

MEDIA RELEASE

New in-Store Marketing Techniques Set to Take on NZ Advertising World

29 May, 2012

New Zealand’s only specialist in-store media and shopper marketing agency, Hypermedia, have employed an exciting new line of advertising material within selected supermarkets across the country that is likely to change the advertising game in this country forever.

While in-store media and shopper marketing are relatively new disciplines in NZ, they have been fully entrenched in overseas markets for more than a decade and working powerfully to drive product sales.

The premise behind these disciplines lies in understanding the thought process a shopper goes through in the lead up to making their final purchase decisions and enabling brands to advertise in-store right where the shoppers are making these vital brand choices.

Many of New Zealand’s more savvy brands are already experiencing incredible sales results through engaging Hypermedia to execute various innovative new forms of in-store advertising, which connect shoppers and brands in a way that New Zealand has never experienced before.

These include kiwi Fast Moving Consumer Goods (FMCG) brands such as Pure Energy and Whittakers Chocolate, that have activated their brands with in-store media campaigns implemented by Hypermedia, and achieved excellent results

Pure Energy’s in-store media campaign showed 42% more product units were sold compared to control stores without Hypermedia installations, while 42% more individual shoppers purchased Pure Energy drinks where the campaigns were installed.

Whittaker’s new Berry & Biscuit chocolate campaign was also control-tested in the Auckland market, comparing sales in stores without advertising with sales in stores that had Hypermedia installations. The results showed 22% more units sold and 22% more customers purchasing Whittakers Chocolate where there was an in-store campaign.

Hypermedia General Manager Phil Neely says until recently New Zealand retail stores were not thought of as potential advertising mediums, whereas today FMCG brands are able to leverage this new marketing discipline, leading to increased sales.

“Traditional advertising platforms such as print and television no longer provide as much cut through because people have developed an immunity to bombardment from traditional message channels,” Mr Neely says. “A chocolate advertisement is more effective delivered next to a bar of chocolate than it is in a magazine. Put simply, our proximity to products helps give our advertising offering the winning edge.

“We have entered a new era of consumption and shopping behaviour – today 68% of purchases in-store are unplanned, which needs to be addressed with creative solutions that speak to shoppers where it matters most - the point of purchase.

“Through our in-store advertising, brands are able to get directly in front of 2.5 million shoppers per week. That's an audience almost twice the size of a weekly television audience at a far more competitive advertising rate.”

In-store campaigns executed by Hypermedia include high-impact ‘in-zone’ media products such as floor decals, brand hangers and the latest in digital screen technology, which all work to dominate the various purchase zones in the store.

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