| |
"Your company invests the best
creative minds and millions of Rands
in advertising to build sales and gain
market share. But, as shoppers enter
the stores 70% of brand decisions
hang in the balance…and your
advertising campaign is nowhere to
be found…"
[FLOORgraphics Inc, USA 2004]
Engagement at the Point of Purchase:
'In Store Media'
"I believe that today's marketing model
is broken. Brands that rely too heavily
on mainstream media….will lose touch"
"Just as I believe the consumer has
power in the purchase chain, I think
the consumer has the power in the
consumption and media and message
chain. So she's the boss - or he's the
boss. And so the world is shifting from
a 'push' to a 'pull'. She and he have a
lot more choices."
[Jim Stengel Global Marketing Officer, P&G]
"Don't call it a store, call it an ad with walls"
The point of purchase has never been more
important.
It reaches 100% of your target market unlike
any other media channel.
P&G talk about the well documented 'first
moment of truth'
Shoppers make up their mind about a
product in three to seven seconds, just the
time it takes to note a product on a store shelf.
It is considered the most important marketing opportunity for a
brand.
In 2004 P&G created a position called "Director
of First Moment of Truth" to produce sharper,
flashier in-store displays.
[Stuart Elliot, New York Times, InDeed InSight]
|
Adcock Ingram
