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In Beyond Redemption: 2G Digital Shopper Marketing Dan Frechtling Vice President of DS-IQ  writes about the advances between the 1st and 2nd generations of digital shopper marketing.  

Frechtling examines digital marketing tools such as social media, digital coupons and E- circulars and explains how digital innovation and better knowledge of how to use these digital tools has resulted in digital shopper marketing campaigns that are not only more effective for brands and retailers, but are also more relevant, and therefore beneficial, to shoppers.

Beyond Redemption: 2G Digital Shopper Marketing

The BirdsEye ad was chosen because Good In-Store media, with the right creative, inspires the shopper and gives him/her a reason to buy your brand. This trolley ad showed a price promotion of '2 packs for €2' giving the shopper the reason to buy and good product shots showing nice clean images of broccoli and mixed veg inspiring them to cook healthily with a message from the well known BirdsEye bear that states 'That sells itself, my job here is done'

Question:

In this months newsletter we feature an Uncle Bens campaign which ran on the Entry Point format. What was the cost of the curry kits that were advertised? (Hint: Campaign details are below)  

Please email your answers before December 23rd 2011.

McCains ran an Entry Point campaign across Tesco stores promoting their Home Chips and Crispy French Fries products. The Entry Points gave McCains a large visual format at the entrance to the retail store reminding shoppers of their products at the Point of Purchase. 

November also saw Lucozade become our first advertiser on the Centra TV network. The network currently consists of over 200 screens located in 88 Centra stores nationwide, reaching an average audience of approx 1.75 million shoppers each fortnight. As with our C-Store Screen format we offer flexibility for advertisers with shorter campaigns and dayparting options available on request.  

BirdsEye ran an Trolley POPAd campaign across Dunnes and Supervalu stores. This campaign features above as our In-Store ad of the month.  

Nestle ran a FloorAd campaign across Tesco stores to promote their Dolce Gusto coffee machine and product range. The FloorAd helped give the product extra in-aisle shelf space and the A1 graphic really stood out on the shop floor in front of the product on sale.      

7Up ran an Entry Point campaign across Tesco stores in November. This Entry Point campaign focused on 7Up's Winter Wonderland which is running in December. This campaign was part of an integrated marketing drive from 7Up. 

Barrys Tea ran an Entry Point campaign across Tesco stores in November. The Entry Point format highlighted the Barrys Tea brand to the shopper In-Store with product shots and a vibrant red artwork, whilst the barrier also alerted shoppers to a price promo that was taking place on the product.    

Mi Wadi ran a nationwide POPAd campaign across Tesco, Dunnes, Supervalu and Superquinn outlets in November. Innovative artwork saw them promote their double concentrate bottles whilst also including the line 'Put one in your Trolley today'. This campaign also ran in Tesco outlets in NI      

General Mills used a POPAd Trolley campaign in November to help drive sales of their Jus-Rol product range. This artwork focused on showing product shots with a prompt of 'Find us in the Freezer' to direct shoppers to this aisle.   

Bord na Mona ran a POPAd Trolley campaign in November. This campaign focused on promoting their 3 pack Fire Magic products In-Store at a time when the weather had started to become much colder. 

Dubliner Cheese ran an Entry Point campaign across Tesco stores in November. The Entry Point format highlighted the Dubliner Cheese brand to the shopper as they entered the store. The Entry Points are a large visual format positioned at the entrance to stores and can really help your brand catch the consumers eye at the Point of Purchase.       

In November Mars ran an Entry Point campaign for Uncle Bens. This campaign was used to promote an In-Store promotion that Uncle Bens were running. This promotion was for their curry kits which were available In-Store in Tesco at €3.  

Tesco Mobile ran an Entry Point campaign across Tesco Express stores to inform consumers about their excellent international call rates.  

The Entry Points are a large visual format positioned at the entrance to stores and can really help your brand catch the consumers eye In-Store.