Got some great press for Adcorp Media Group and Adcorp360 regarding our supermarket MarketVision broadcast programs in the Digital Signage Pulse e-newsletter. This e-newsletter is subscription-based and is read by ‘players’ in the digital industry.

Our MarketVision digital broadcast programs consist of high definition screens placed in hi-traffic areas in the supermarket. We have two broadcast programs in place at this point. Our MarketVision Network consists of a bank of screens (anywhere from 8 to 12 HD screens) placed along the main aisle of the supermarket right at check out. Our MarketVision Kiosk program consists of 4 or 5 kiosks or wall-mounted hi-def screens strategically placed in departments that are heavily trafficked areas. Both programs are capable of running rich, dynamic motion graphics. We create and run content that ranges from national public service announcements to campaigns for national CPG brands, franchises, as well as regional and local businesses.

Check out the article from Digital Signage Pulse e-newsletter for more information on our programs… read article on digitalsignagepulse.com

Or view a copy of this article here

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According to the Outdoor Advertising Association of America, OOH advertising is now a $29 billion market in the US and is responsible for approximately 6 percent of the $500 billion global advertising spending, outweighing TV advertising. Its revenue is expected to grow by 3 to 4 percent per year over the next five years to reach $33 billion by 2021 in the US.

As part of its increasing importance in the media mix, OOH market share has increased from 8 percent to 10 percent of traditional media advertising spending, which includes TV, print, radio, among other categories. Given the fragmented viewing habits of consumers and the fact that they are always on the move, it’s no surprise that OOH media is playing a more important role in media plans.

Supermarket advertising is one type of OOH media and refers to out of home media placement in the supermarket arena. Given the hyper-local aspect of this particular media, local and regional business utilize this media often so they can target shoppers in a specific zip code or DMA since those are the prospects most likely to utilize their services. National advertisers, specifically CPG brands, use this media since the advertising is at the store level, right at the point of purchase yet can also be an effective vehicle for generating an immediate purchase or long-term branding.

Forbes states that 70% of purchase decisions are made in-store by consumers; and it makes sense since shoppers spend an average of 41 minutes per visit, and go often, sometimes 2-3 times per week, so supermarket advertising offers not only exposure to the shoppers, but repetition as well, resulting in saturation of its message to the shopper.

Types of Supermarket Advertising

There are several media formats that represent in-store supermarket advertising including print and digital:

Supermarket Advertising Print formats include:

• Shopping Cart Advertising

Placed on either the baby seat or front of the cart, Shopping carts provide continuous advertising throughout the entire duration of a consumer’s shopping trip.

• Welcome Center

The Welcome Center is typically placed at the entrance/exit of the store. The fixture distributes weekly circulars and complimentary cart wipes and offers up to 8 square feet of advertising.

• Market Information Center

Located inside the entrance or exit vestibule of the store, the Market Information Center provides advertisers with large-scale advertising. With up to 16 square feet of space to deliver an advertiser’s message.

• Ad Bench

Ad Benches can be found outside the supermarket entrance, inside the interior vestibule or across from the checkout aisles. Benches are another classic in-store media format as they provide advertisers with the opportunity to deliver their message on a 2’ x 8’ banner.

• Receipt/Register tapes

Register tape advertising places your advertisement on the back of a receipt, typically in the form of a coupon. Customers must receive their receipt after checking out.

• Shelf Talkers

Shelf display advertisements are found promoting new deals or brands on product shelves.

• Floor Graphics

Displays can be found on the floor of the supermarket.

Separately, in-store Radio Advertising is an option for advertisers to reach shoppers. An in-store Radio Network delivers your message to shoppers through targeted in-store radio programming. Your radio commercial will reach every shopper, everywhere in the store.

Digital and Broadcast Innovations

The latest and most innovative programs in OOH in-store supermarket advertising are the new digital formats. Today’s digital out of home offers new technologies, new formats, and more creative thinking to help advertisers take their message further. The industry has embraced innovation in all parts of the business to keep pace with where advertising and the consumer are headed.

In supermarkets, we see high-definition digital screens are placed in high-traffic areas throughout the supermarket allowing for an advertiser’s message to reach consumers directly at point-of-purchase and often where there is dwell time breaking thru the clutter, and holding people’s attention. Food courts, deli and app areas, entrance/exit and in the checkout/register area are all locations for digital. Here are two of the newest programs…

MarketVision Network network is a bank of screens (anywhere from 8-12 HD screens) placed right at checkout delivering an advertisers message to a captive audience. Branded content featured on the network offers programming that is entertaining and engaging, along with the video advertising on screen.

MarketVision Kiosk digital displays are strategically placed in the deli/app and perimeter departments which are heavily trafficked area where there is dwell time, allowing for maximum exposure and engagement of a brand’s message to the shopper. The innovative, state-of-the-art HD displays attract attention through rich, dynamic motion graphics.

Any combination of OOH supermarket strategies including print display and broadcast products allows an advertiser’s message to follow the path of the shopper for maximum message exposure.

Advertising to supermarket shoppers is an effective tool in any brand’s marketing mix. Multiple campaigns and platforms can combine strategies to create a marketing plan that reaches a wide, yet targeted audience to build brand awareness with a goal to increase sales.

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It’s not about reaching more people, it’s about reaching the right people, and for local businesses, it’s the Power of Local Connections.

The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers.

The need for marketing and media efficiencies in terms of reaching your best prospects at an affordable price is critical for today’s local businesses. Cutting through the competitive clutter so more consumers think of you, FIRST, will help you build your brand and your customer database.

That’s where advertising, specifically local advertising comes in – having people think of you, instead of your competition, and to think of your service more often.

Local, in-store supermarket advertising can do just that. At Adcorp Media Group all of our marketing efforts are centered around the supermarket where your local prospects go. You know your target audience, and we have them! (Unless they don’t have to eat and feed their family!)

More people, spend more time, more often in supermarkets than they do anywhere else and in-store advertising programs are the best solution.

There are three distinct elements to effective advertising: Exposure, Repetition, and Targeting.

Our local, in-store supermarket advertising programs can do these three things more effectively than anything else you can buy, here’s how…

Exposure:

If people don’t see or hear your ad, they can’t respond to it. Not only are consumers going to the grocery store, but they are spending an average of 41 minutes per trip there.

And, according to the Outdoor Media Association, consumers are 2.5x more alert when they are out, than at home consuming media.

Plus, our print and broadcast media are strategically placed so shoppers have no choice but to see them.

Repetition:

If your ad isn’t seen or heard often, then people won’t remember it. Shoppers hit the supermarket almost twice a week and our markets see an average of 25,000 shoppers per week.

Targeting:

Shoppers shop multiple channels however, 85% still almost always shop at a regular/full-service supermarket. In spite of the growth on online/delivery services like PeaPod and FreshDirect, the supermarket is the venue of choice. And, these shoppers are going to local supermarkets, in your local target market area, which makes supermarket advertising a great way to reach your potential customers.

That said, one of the benefits of our in-store supermarket programs is you get to pick the store that makes the most sense for your business.

When these three elements of effective advertising are present and working together, the result is Brand Recognition. And if people think of you first, they are more likely to choose you over the competition.

Again, that’s how ALL advertising works. We just happen to be able to accomplish this for you better than any other local advertising media with our in-store supermarket advertising print and broadcast programs.

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Why It’s Important for Local Businesses to Have a Web site.

It’s no secret that most people today use the internet to gather information for everything from buying baby clothes, to finding the doctor to deliver the baby who’ll wear those clothes. Smart marketers and business owners know that having a great Web site can convince a customer to choose your business or service over your competitor. If you don’t have a Web site at all, you can be almost certain you‘re losing business to other companies that do.

Going digital is critical to your business’ future. The good news is that it can also be very affordable. The Internet has leveled the playing field. With a well-designed site, your small or medium size operation can project the image and professionalism of a much larger company. In fact, your Web site is often your first chance to make a good (or bad!) impression.

The new reality for marketing small businesses is for your online presence to drive customers to your offices/store/shop/salon, etc. and vice versa. This is accomplished by creating a memorable Web site and then making it work with your traditional advertising channels while helping your best customers to drive new customers your way through social sites such as Facebook and Twitter. Your site is often the first chance you have at making a good impression on a potential buyer—sort of like a digital salesman.

Here’s some of what a great Web site can do

1. Helps you to compete with any size competitor by driving thousands of new customers to your store or, at the very least, pick up the phone to contact you.
2. Makes your small business’ virtual and interactive: offering e-commerce, plus the ability to be found more easily on internet searches when your customers are in a buying/planning mode.
3. Gives your small business instant access to massive audiences through powerful word-of-mouth sharing, via e-mail, blogs and social sites such as Facebook and Twitter.
4. Allows you to stay in touch with your customer and nurture that relationship by providing news, promotions and useful information through all your marketing channels.

Small businesses can now turn to technology to keep up with the big boys in their industry in an affordable way—with an online presence small businesses reach massive audiences, are made available to potential customers, make an unforgettable first impression, and offer up a powerful mix of marketing tools that will build your business in the years to come.

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To date, I’m happy to say that after four or five years of building a ‘team’ we’ve reached the right mix of personalities, work ethic and experience and I want to keep my workforce intact. I did some homework on financial packages, and other ‘benefits’ for retention and keeping turnover low, and thinking about corporate wellness, I felt this would be a great option for my team.

I found that most of the information out there about employee engagement and retention focuses on creating safe, environmentally-friendly work spaces, improving employee health, and implementing strategies that reduce medical costs as well as increase employee morale and on-the-job efficiency. To add to the mix, employers need to find a way to create work environments that are multi-generation-friendly. The best strategy, it seemed, for meeting the bulk of these efforts (and the most fun for my company) points to organizing and offering a Corporate Wellness program. Since my workforce transcends several age groups (I’ve got Boomers and Millenials sitting at my conference table) a wellness program must address the diverse age groups on my ‘roster’.

Many of the large national and international companies we all know like Google and American Express, plus small, local businesses are embracing these corporate wellness programs, working them into the running of their business in the hopes of attracting future employees, keeping turnover low and morale high, and contributing to the wellness of their employees which, in the end, contributes and helps to define a businesses corporate culture. Much of this is due to the fact that it takes a long time to hire, train and retain the right employee mix – so getting it right the first time, keeping employees engaged is worth the time and effort.

Developing a positive corporate culture is so important to me and I believe, in the long run, only benefits the company, my employees and my customers.

After much research, I decided to implement a general fitness program offered by Born Ready Fitness*, run by Mike Gulyas. As a result of team discussions and surveys, we found that a combination of a boot camp/hi intensity workout, coupled with a Yoga/Pilates program, 2x per week, satisfied everyone’s fitness needs and fitness level, offering the benefit of mental and physical well-being.

While there may be scientific evidence indicating the positive ‘return’ for worksite wellness programs, what I’m seeing are happy, energetic employees with an enhanced sense of well-being, self-image, and greater camaraderie (on and off the Yoga mat!). All of this ‘wellness’ is contributing to their health, and a corporate culture that I want my employees to embrace, help me to further define, and most important, one in which they feel ‘loved’. My employees (and yours, don’t forget) are my greatest asset, and contributing to their health and well-being, making health social and engaging, and part of our corporate culture, is an investment that offers the greatest return, and well worth it in the long run.

A company that sweats together, stays together.

I couldn’t be happier. Namaste.

*Born Ready Fitness is a total wellness company whose goal is simple, to improve the quality of your life (emotional and physical) through fitness, nutrition and massage. All you need to do is to commit to a permanent life change – we’ll help you do the rest. Go to BornReadyFitness.com for more information about their Corporate Wellness Program.

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