Brand Led coupon channel
12
Savings Galore ‘Something For Everyone’ ‘Connecting the Brand to the Consumer by Delivering Value Added Coupons, Regularly, Through a Very Cost Effective and Credible Channel to Market ‘
description
Reach 500,000 consumers every month for just €2000 per coupon placed.
Transcript of Brand Led coupon channel
Savings Galore‘Something For Everyone’
‘Connecting the Brand to the Consumer by
Delivering Value Added Coupons, Regularly,
Through a Very Cost Effective and Credible
Channel to Market ‘
Savings Galore – What Is It?
A4 six page insert with space for 30 coupons – brand as opposed to retailer driven
Distributed via a mix of national press - 500k On One Day Each Month
You share 15 years experience with print and media - competitive costs to market
Our vision: To develop a brand on which consumers can depend - touch & feel factor
Increase frequency to weekly
Economies of scale passed on to brands
Commissioned PHS Research Project on Coupon Market Over Past Decade...
Key high level findings: Overall increase in volume of money off redemption in past 10 years
but retailer driven (especially Value Club, Club Card) Average face value for coupon redeemed = just under €1 Lack of competitive coupon distribution channells (pigsback €16k per coupon
to 700k households) Brands need quick reporting from phs on redemption levels and to be in a
position to analyse the data received to make informed decisions. Brands need more market analysis, not just Tesco data PHS are committed to providing full support around redemption rates, quick
turnaround of stats and analysis of market information.
Savings Galore - Market Stats...
Savings Galore - Why Now?
Consumer Need - Economic times have delivered a price conscious consumer, brand switcher, retailer switcher with a need for perceived value. If Lidl present a future challenge then let’s collect data!!
Brand Need - To connect and provide added value to the consumer
Channel Need - Sharing over 15 years working with media and printers delivering one of most cost effective routes to market
What we can do for you...
Trial period -Your coupons home at under €4 per 1,000 distributed
Distribution – 500,000 households via National Press
Reporting
- Market analysis take up by store and geography Eg: Carlow
- Stats to show you which face value to use to derive response
Regularity creates consumer momentum – we aim to create a ‘coupon day’ in Irish households
Data - find out who is buying your brand, shopping basket spend, which retailer(s) they prefer – who shops in Lidl versus Dunnes or Tesco
Savings Galore - Trial Period...
Trial Period – Will commence end of May 2009 to prove to you it works
Special offer package to commit to three month period
Insert three coupons or more and you will get FREE Access to data collected
for brand communication or research
No Of Coupons Cost Per Coupon For Three
Month Trial To 500k
Households Per Month
One Coupon €2005 x 3 months = €6015
Two Coupons €1948 x 3 months = €5844
Three Coupons €1905 x 3 months = €5715
Four Coupons €1864 x 3months = €5592
Five Coupons €1824 x 3months = €5472
Six Coupons €1784 x 3months = €5352
Seven Coupons Plus €1744 x 3months = €5232
Savings Galore - Media Selection
ABC Circ Full Run Inserts
Month One And Two
The Independent 159,363 200,000 200,000 Daily Mirror 70,682 130,000 100,000 Irish Examiner 54,191 95,500 95,500 Irish Mail On Sunday 123,580 200,000 105,000
407,816 625,500 500,500
Month Three
Sunday World 292,124 200,000 Sunday Independent 283,024 300,000
500,000
National Press - Readership Analysis
Source: TGI 2008
More likely to think about
brands & S
pecial Offers
Total 3,524 100% 1,607 100% Index 3,040 100% Index 2,068 100% IndexScored Highest
The Irish Mail on Sunday 328 9% 170 11% 114 308 10% 109 210 10% 109 Irish Daily Mirror 273 8% 137 9% 110 241 8% 102 178 9% 111 The Irish Examiner 274 8% 148 9% 118 228 8% 96 162 8% 101 Sunday World 944 27% 461 29% 107 831 27% 102 588 28% 106 Irish Independent 685 19% 324 20% 104 589 19% 100 377 18% 94 Sunday Independent 835 24% 380 24% 100 718 24% 100 443 21% 90
Scored Lowest
The Sunday Times 334 9% 137 9% 90 297 10% 103 183 9% 93 Irish Times 439 12% 190 12% 95 380 13% 100 210 10% 82 Sunday Business Post 164 5% 68.9 4% 92 143 5% 101 77.6 4% 81
On the whole I think well known brands are better than a shop's own brand
Look Out For sales promotions on Food
& Drink
I always look out for special shopping
offersTotal
Readership
Newspaper Readership
274
685
944
835
273236
The Irish Examiner Irish Independent Sunday World Sunday independent Irish Daily Mirror Irish Daily Mail
Total Readers
Total Adult Readership
Source: TGI 2008
Daily Title Profile
55%
51% 50%
57%
45%
49% 50%
43%
12%14%
16%
25%
19% 19%17%
29%
20%18% 17%
21%18% 17%
19%
13%
19%
14% 15%
9%12%
18%16%
3%
Irish Examiner Irish Independent Irish Times Daily Star
All Men All Women 15-24 25-34 35-44 45-54 55-64 65+
Source: TGI 2008
Contact Details
Lorcan Lynch
Managing Director
Brands Direct
29 Lower Patrick Street
Kilkenny
Tel: 087 2358494
Email: [email protected]
