all about encounterv8

The Magazine For Independent Impulse & Convenience Retailers

Sales Presenter 2011

Encounter is a multi-client customer magazine produced on behalf of the big brand food & beverage manufacturers and read by convenience and impulse retailers. It’s free to read and available exclusively on-line. Encounter enables manufacturers, marketers and brand owners to inspire retailers by transforming content into interactive digital messages, enriched with vivid graphics, video and flash that engage and inspire action. The unique analytics behind every page means, for the first time, manufacturers and brand owners can get ROI and compliance reports not available from printed titles.

Contents

The Background The Opportunities The AnalyticsResearch and DevelopmentRetailersComplianceThe Database

Encounter Digital and Interactive Marcoms PackageDigital & Interactive MagazineEmail MarketingE-surveys Mobile Field Marketing - Compliance Bespoke Planograms

Analytics Centre

An introduction to Encounter

A multi-channel communicationslink to over 20,000 independent C-stores with compliance, validation and outcome reports as standard.

www.encountermagazine.co.uk

Media Pack 2011

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The Background

Research and DevelopmentRetailersComplianceThe Database

Research and Development Over two years research, including designing and mailing 4 issues to c.30k database, has given Encounter a great insight into what independent convenience retailers want to read about and the frustrations suppliers have with current trade marketing communications.

Retailers

Encounter asked retailers what information would they most like get from suppliers:

- 50% New Product Launches

- 22% Merchandising & Range Advice

- 12% Brand & Category Performance

- 9% Consumer Advertising Campaigns

- 5% Retailer Case Studies

Encounter asked retailers what trade magazines they read: - 32% Convenience Store

- 24% IRN

- 16% Retail Newsagent

- 13% The Grocer

- 12% Asian Trader

Encounter asked retailers what ‘house editorial’ they would like:

- Small business advice (credit card fraud/ security/pilfering/ employment legislation)

- Alerts on legal issues likely to affect their business

- Some fun!

- Delivered in bite-sized chunks

Compliance

Francis Ball past MD of Costco Wholesale and immediate past Chairman of the FWD recalls:

‘Retailer compliance is the greatest frustration that suppliers have with the independent retail sector. New lines and promotions are inconsistently executed and the supplier has little or no evidence of compliance.

Encounter digital and interactive marcoms package solves the problem.’

The Database

24,203 Encounter actively refreshes the database with each issue.

- Every reader of the magazine is encouraged to register before reading

- Retailers get incentives to provide their details (see example) The database is the unique jewel in the crown for advertisers.

20,131 full contact details + 4,072 opted-in email addresses

The Opportunities

Encounter Digital and Interactive Marcoms PackageDigital & Interactive MagazineEmail MarketingE-surveys Mobile Field Marketing - Compliance Bespoke Planograms

Encounter Digital and Interactive Marcoms Package

Multi-channel communications link with compliance, validation and outcome reports as standard.

Digital & Interactive Magazine

Email Marketing E-surveys Mobile Field Marketing

Digital & Interactive Magazine

Encounter is a bimonthly magazine which is hosted on www.encountermagazine.co.uk

- It is a rich media digital magazine which includes: - Interactive ads - Embedded video - Links to web and social media sites - Flash animation - Audio - Interactive forms - Feedback forms and subscriptions - Coupons - Advertisers can refresh content at the half-way stage of each issue

- Amazing analytics provided as standard

Take a look at Issue #5

Email Marketing

Encounter broadcast emails at weekly intervals to retailers.

These can be:

E-alerts (advertising breaks tomorrow)E-shots (product launch information)E-newsletters (single or multi-client)E-surveys (single client)

Encounter can send downloadable POS, information documents, planograms and coupons.

The Encounter email planning wizard makes it easy to plan and cost a campaign.

Campaign reports on ROI are provided after every broadcast.

E-surveys

In tests Encounter has proved that giving a £5 MONP coupon gets up to a 50% response rate depending on survey complexity. Coupons can be personalised and emailed to reduce printing and delivery costs.

Encounter used e-surveys to:

- Discover the volume of freezer cabinets- Get numbers of chiller cabinets and freedom to stock- Ask which advertisers retailers want to hear from- Find out % selling alcohol- Find out which are the most important product categories

Mobile Field Marketing - Compliance

Encounter know that retailers will download, print and display POS material in return for a £5 MONP coupon. Compliance is via a shot of the POS in situ plus one of their shop front, taken on their mobile phone and uploaded to a special web page.

Encounter got 54% uptake on a World Cup project.

There is no end to what Encounter has to offer interactively. Please challenge us!

Bespoke PlanogramsOur research shows 40% of retailers find planograms useful and report uplift in sales but ‘one size does not fit all’ – the solution is to make it personal.

Interactive example:

The retailer (online):- Completes questionnaire to pre-qualify premises by location, demographics etc. to get the fixture for them- Adds products to the fixture one by one (personalised theatre)- Adds shelf strips and POS- Saves, downloads and prints planogram- Downloads shelf strips and POS

The retailer (instore):- Executes - Provides compliance via mobile field marketing

Encounter:- Validates and despatches £MONP coupon- Gets feedback on sales increase

The Analytics

Analytics Centre

Analytics Centre

Encounter can track performance of all live collateral. Set start and end dates to get an exportable overview, showing total page views, total session, and total time spent.

Encounter can provide:

Business Analytics - Insight into the environment that retailers are operating in- Information on how advertisers messages penetrate the market by referral and search engine overview- Easily connect traffic data to Google Analytics- Advanced reports showing latest performance- Export data for further analysis

Behavioural Analytics - Heat-map analytics to show in real time exactly where retailers stopped to zoom in or click on a link- Insight into what captures retailers attention- An overview of what content is working and what isn’t- Charts of the most popular traffic sources- Bounce-rate measurement for assessing reader satisfaction

Social Analytics - In depth tools to measure how much your content is shared- Detailed analytics of wish list and tell a friend usage to empower viral marketing

Download:

Publication Dates and Copy DeadlinesRate Card

For more information please contact:

Moray Newberry morayn@encountermagazine.co.uk07836 386 809

Caroline Litherland caroline@monitorcreative.co.uk0161 743 0980

The Magazine For Independent Impulse & Convenience Retailers