Sales impact of promotion on Captive Media System · Captive Media ran a trial campaign for an...
Transcript of Sales impact of promotion on Captive Media System · Captive Media ran a trial campaign for an...
Sales impact of
In-House Shots promotion on Captive Media System
Cambridge
October 2011
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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 03-Sep
+ 22%
(+ 264 units per week)
Pre-Trial Weekly Average 1208 units
Trial Weekly Average 1472 units
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8-Week Trial Period
The Study
Captive Media ran a trial campaign for an in-house shots promotion on its interactive washroom units over eight weeks in summer 2011
• Objective: Assess effectiveness of Captive Media’s washroom engagement marketing system in driving uptake of an in-house promotional offer for shots
• Location: Ta Bouche bar in Cambridge town
centre
• Duration: Eight-weeks of campaign run-time from Jul-13 to Sep-04
• Medium: Two Captive Media units in the male washroom
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The Promotion
During the trial, Captive Media’s units displayed the simple static image below
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• This was a promotion for the bar – not any one of its suppliers
• The promotion itself was not brand-specific, allowing the bar to vary the drink offered by their own discretion
• As a ‘house special’ offer, this kind of promo is especially valuable to a venue, allowing it to manage stock, and boost margins
• A simple static image was shown – with no animation or video element
The Medium
The promotion appeared as part of a 75-second ambient loop of visual material
Shots Promo
• The promotion played on two units located above the urinals in the men’s washroom
• When not in use, each of Captive
Media’s units plays a 75-second loop of visual material, (see timeline, right) consisting of:
(i) ‘PTV’ entertainment content (ii) The shots promotion • The shots promotion occupied a 10-
second slot in each 75-second loop
CM Ident
PTV Content
PTV Content
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
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The Sales Impact
Result: an uplift of 264 units a week, or 22%, in average weekly unit sales of house shots
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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 03-Sep
+ 22%
(+ 264 units per week)
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Uplift in Weekly House Shot Unit Sales Weekly unit sales volumes of house shots before and during the trial period
Pre-Trial Weekly Average 1208 units
Trial Weekly Average 1472 units
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Source: Venue’s EPOS data
8-Week Trial Period
Captive Media Ltd Surprising. Shocking. Amazing.
www.captive-media.co.uk
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