Point of Sale Digital Promotion

Opportunities

October 2012

The Study

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Venue X sells similar quantities of beer and spirits

Draught BeerSpiritsBottled beerShotsCocktailsWineBeerNon-Alcoholic

Sales by Category: London SiteUnits – Q1 2012

The Study

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Among spirits, most leading brands perform poorly in terms of share of sales

Sales by Spirit Band: Venue XUnits – Q1 2012

VODKA IMPERIUMJAGERMEISTERSCHNAPPSMAVERICKCOCKSPUR RUMMOORLANDJACK DANIELSCHRISTOPHER GINWHYTE&MACKAYDBL IMPERIUM VODKASAMBUCA WHITESOURZMALIBUBACARDISOUTHERN COMFORTBUNDABERG RUMCORKYS -APPLE SOURJIM BEAMAMARETTOOLMECADBL MOORLAND WHISKYBAILEYSCAPTAIN MORGANABSINTHEOther

The Study

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Among beers, Heineken supplies all draft, but only a small portion of bottlesSales by Beer Band: Venue XUnits – Q1 2012

other

AMSTEL

1664 KRONENBOURG

MURPHY

HEINEKEN

DBL McEWANS

FOSTERS

STRONGBOW

Mc EWANS

otherTIGERBECKSVK VODKA ORANGEBULMERSHEINEKEN BOTTLESTELLA ARTOISSMIRNOFF REDVK VODKA ORANGE PROMOCORONACARLSBERG

DRAFT BOTTLES

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• The system comprises screens located above the urinals in the men’s washroom, and beside mirror or hand-drier in the ladies washroom

• Each of Captive Media’s units plays a 90-second loop of visual material, (see timeline, right) consisting of:

(i) ‘PTV’ entertainment content (ii) Sponsors or venue’s promotions (iii) Third Party advertising

• Sponsors promotions occupy 10 second slots in each 90-second loop

• Watch a video clip of a sample campaign showing in this loop at:

The Medium

SponsorsProm

o

SponsorsProm

o

5

From June, Venue X will feature the Captive Media system 5

10

15

20

25

30

35

40

45

50

55

60

65

70

75

80

85

90

CM Ident

PTV Content

3rd Party Ad

PTV Content

PTV Content

http://www.youtube.com/watch?v=lWl9CC3G2rc

Sales Impact 1

Tiger’s Sales Share at VenueWeekly Tiger unit sales as % of total weekly bottled beer unit sales

Source: Venue’s EPOS data

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Trial campaigns show the medium to be highly effective in boosting brand share. Example 1: Doubling share for Tiger beer

Tig

er

Weekl

y %

of

sale

s

Jan Feb 2011 Oct 2011 Jan Feb 20120%

2%

4%

6%

8%

10%

12%

4.24%5.01%

9.57%

Jan Feb 2011 Oct 2011Jan Feb 2012

Sales Impact 2

Example 2: Driving brand switching from Peroni (venue leader) to Corona

04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug

200

300

400

500

600

700

800

900

1000

Corona

Peroni

Pre-Trial Weekly Average438 units

Trial Weekly Average641 units

+ 46.3%

7-Week Trial Period

Weekl

y U

nit

Sale

s

Date (w/e)

Source Venue’s EPOS data

Uplift in Weekly Corona Unit SalesWeekly unit sales volumes of Corona and Peroni before and during the trial period

4

Stockout

Proposal

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This provides a compelling sponsorship opportunity for your suppliers

• Sales uplifts. Similar uplifts to those achieved in trials would mean, for example:• [Site-specific EPOS stats]

• Promote new brand introductions, eg

• Change copy quickly over secure internet, no paper printing and distribution costs

• Huge Buzz, talkability and ‘earned media’• 90% of people who see the screens

tell their friends• For an example of PR potential, visit

www.captive-media.co.uk/media-centre/world-press-coverage/

BenefitsProposal and Terms

• Exclusive category sponsorship – lasting x months

• £x000 + VAT covers, for x months• Sponsors’ message carried on all

Captive Media screens in the venue• 10 second slot as part of a 90 second

loop in the men’s room, 150 seconds in the ladies room, playing throughout bar opening hours

• Estimated x,000 impressions per month

• Reporting of actual – not estimated – impact numbers as recorded by the Captive Media system

• Free content creation or adaptation (if required) and upload by Captive Media for two sets of creative

• Optional extras not included above • Sponsorship of game itself• Third and additional copy creations• Detailed EPOS analysis of sales impact

of specific ad copy

Captive Media LtdSurprising. Shocking. Amazing.

www.captive-media.co.uk

https://twitter.com/#%21/Captive_Media

http://www.youtube.com/user/captivevideos

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