Supplier Media Pack - Countdown · Media Pack FY18. At Countdown we are passionate about engaging...

SupplierMedia Pack FY18

At Countdown we are passionate about engaging with New Zealand shoppers in a meaningful way. And we are also equally passionate about driving sales. The Countdown Media Hub is a whole new approach to making this happen, by connecting your brands with our customers.

Our new team has a deep understanding of the media channels and campaign structures that will best deliver to your objectives, whether they be call-to-action purchase activations, or brand awareness campaigns.

The Customer Communications Platform is structured using a range of campaign pillars that are consistently executed across all of our channels to deliver impact and drive sales. The Countdown Media Hub will provide fully integrated campaigns, that access Countdown’s wide portfolio of broadcast media assets. These include our mailers, traditional media, and digital platforms, all the way through to in-store displays where customers complete their journey with the final purchase of your products.

We also create opportunities to communicate directly to targeted customer segments through direct mail, email and social media – fuelled by our Onecard database.

Most importantly, our new Countdown Media Hub team is fully integrated into the Merchandise team. This will enable you to work closely with our joint Merchandise and Marketing teams to support your sales plans.Specifically, this means that you will continue to have your commercial discussions with your Merchandise teams, and the Countdown Media Hub will be close at hand to bring your sales discussions to life.

We invite all suppliers to engage with our new Countdown Media Hub team so that we can drive your sales together.

Contents

4-5 Countdown Media Hub

6-7 Media Reach

8-9 Customer Touchpoints

10-11 Customer Communications Pillars

12-13 Out of Home / At Home

14-15 Digital & Social

16-17 Targeted Communication

18-19 In-Store / Out of Aisle

20-21 In-Store / In-Aisle

22 Post Campaign Reporting

23 Countdown Media Hub Contact

| 5

The key purpose of the Countdown Media Hub is to connect your brands with our customers.

We do this by providing fully integrated end-to-end marketing campaigns, using high impact communication pillars across our wide suite of media channels, culminating in the customer purchase in-store.

CountdownMedia Hub

Why Invest? How it works

Increased sales and ROI

Increased customer engagement in your brands

The Countdown Media Hub Team is fully integrated and aligned with the merchandise teams, working closely with them and yourselves to bring your agreed sales plans to life

Effective, tailored and inspirational campaigns, across multiple channels, from in-home to in-store

High impact communications pillars, executed consistently across multiple channels

Easy nationwide in-store execution, with measured compliance

Highly targeted and personalised communications using our rich Onecard database

Post campaign analysis and reporting

Step 1Our Countdown Merchandise teams lead by having the commercial conversations with you, to discuss your pricing, ranging, promotions, terms, etc.

Step 2Our Merchandise and Countdown Media Hub teams will then work with you to develop campaigns to bring your sales plans to life.

Step 3The Countdown Media Hub team will implement the campaigns.

Note: The Countdown Media Hub does not replace the existing Countdown marketing platform which supports our ongoing promotional program.

Countdown Media Hub

| 7 6 |

As one of New Zealand’s largest media owners we can connect your brand with a significant audience

2.96m 2.3mOver

active Onecardmembers

in-store customer transactions per week

storesnationwide185

550Kwebsite users per month

sessions per month1m 10m

page views a month

1.4mMailer delivered to

householdseach week

The average shopper visits

times per week1.9

Email subscribers845k

Facebook Likes290k

Facebook Followers310k

Stats are correct as of July 2017.

Media Reach

| 9 8 |

Customer Touch PointsThe path to purchase for shoppers is no longer a linear process, with more touch points than ever before to communicate with our customers. The ideal mix of media differs for each activity depending on many factors such as who the audience is and the message being communicated. No two journeys are the same.

Effective marketing campaigns don’t happen by accident; they are planned, coordinated and integrated. The Countdown Media Hub provides the opportunity for brands to communicate to customers at all key points throughout the decision making process.

SupplierBrands

CountdownMedia Hub

Customers

SalesGrowth

Customer Touchpoints

Digitaland Social

Social

Email

OnlineShopping

Decals /Headers

Floor Graphics

Fins

ProductSpotters Image

Tickets CheckoutMedia

In-storeRadio

Sampling

WindowPoster

CommercialRadio

Outdoor

DirectMail

Home DeliverySampling

MailerTV

At Home

Out ofHome

In-Store

OUT OF AISLE

IN AISLE

| 11 10 |

Customer Communications PillarsThe message you communicate to customers is just as important as the touch points you use.The Countdown Media Hub will provide a media recommendation that will deliver against your campaign objectives, whilst ensuring that the communication is relevant and of value to our customers.

Our customer communication pillars are utilised across all Countdown Media Hub channels, providing impact and recall for customers throughout their shopping journey. Seasonal Events

Seasonal events are an integral part of our customers’ lives. They present opportunities for your brand to leverage our campaigns and put your product front of mind at the right time of year.

New!

Try meWin!

Introduce new products and brandsThe launch is one of the most important stages of a product lifecycle. It is key to make customers aware of the product, give them a reason to purchase it and stand out from the competition. Our ‘New’ pillar will enable you to clearly communicate your message across all customer Touch Points.

Inform, inspire and educate Our ‘Try Me’ Pillar gives you the opportunity to inspire and educate our customers about the unique selling points of your product, or to give them new ideas on how to use it. This will help your brand stand out from your competitors.

Reach our most loyal and valuable customersOur ‘Onecard’ Pillar provides the opportunity for you to excite our Onecard customers by offering them exclusive promotions.

Category EventsYou can promote your brand across events in specific categories, such as promotions, giveaways, competitions and category specific mailers. The media support given to these events helps drive incremental sales of participating products.

Category Events

Seasonal Events

HEALTH & BEAUTY

WeekSpecials

Customer Communication Pillars

| 13 12 |

Countdown Media Channels

Out of HomeUsing out of home communications ensures your brand is connecting with customers whilst they go about their daily lives and travel to our stores.

At HomeHelping customers make their buying decisions and providing inspiration for their next shop.

Adshel posters

Commerical Radio

Countdown Mailer

With 45 Adshels positioned in key locations nationally, this channel can provide up to 2.4 million drive time views per week.

Connect with a mass audience through Countdown’s radio voice.

Communicating key messages to a mass audience. There are multiple space options available.

1.4mHouseholds

weekly

R E A C H

345kdrive time views per

day

R E A C H

| 15 14 |


Digital & Social

Reach Countdown customers through these fast growing channels.

Online Delivery Sampling

Provides a great opportunity to surprise and delight our online shoppers by giving them a trial of your product with their delivery.

Social

Run competitions and targeted posts to increase customer engagement and create conversations around your brand.

Online Shopping

There are multiple opportunities to communicate your brand to these high value Countdown customers.

myCoundown Email Targeted Banner

With a database of over 730,000 customers receiving myCountdown every week, it provides the opportunity to target customers who are already interested in your brand or similar products.

290kFollowers

310kLikes

Over


| 17 16 |


Targeted Communications

IndulgentNOW EVEN MORE

THAN BEFORE

CAFE CLASSICS

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

This offer has been sent to you by Onecard. In accordance with the Privacy Act 1993, your name and address have not been provided to JDE. If you no longer wish to receive promotional offers from Onecard or would like to update your address please visit countdown.co.nz or phone 0800 40 40 40 (Mon-Fri 8am-8pm, Sat/Sun 9am-4.30pm)

To the retailer: please process as a Manufacturer’s Coupon

Terms & Conditions: Valid until 3 September 2017 on presentation of this voucher and your Onecard.

This offer is only available against Latte, Cappuccino, Strong Cappuccino, Caramel Latte, Vanilla Latte & Mochaccino products. This voucher can be used at any Countdown supermarket as part payment for the product shown on the reverse. Only one voucher can be used against this product for the unit specified. Only the original voucher will be accepted. The voucher cannot be redeemed for cash or on an already discounted product. This offer is subject to availability. This voucher is not redeemable at Countdown online. Onecard respects your privacy and acts in accordance with the Privacy Act 1993.

Exclusive to Onecard

Dear <Person’s Name>

Savour the moment!Have you sampled the indulgent pleasures of Moccona’s improved richer, creamier Latte or Caramel Latte for yourself?

Well, now you can thanks to these complimentary sample sachets from Onecard and Moccona.

Treat yourself and escape into a rich, velvety-smooth ‘me time’ moment – they’re the perfect treat for any time of day.

Bring the coupon below into Countdown before 3 September 2017 and you’ll get $1.00 off a pack from the Moccona Café Classics range. (*Excludes Choc Brownie, Choc Toffee and Rocky Road.)

Kind regards

The team at Onecard

TCC 19262


THAN BEFORE

CAFE CLASSICS

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm











Kind regards

The team at Onecard

TCC 19262


THAN BEFORE

CAFE CLASSICS

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm

Mocconaheeft meer

Mmmm











Kind regards

The team at Onecard

TCC 19262

Through our Onecard programme we can help you reach 2.3m customers. And by targeting our communications, we can make sure your brand message and products reach the people who will be most interested.

2.3mcustomers via the letterbox

R E A C H

845kemail

subscribers

R E A C H

Direct Mail

Communicate a targeted and impactful message directly to our customers, via the letterbox.

Direct Email

With 845,000 Kiwis opted into our Onecard emails, we can target your brand and offers to the people they are most relevant to.

| 19 18 |


Out of aisleCommunicate to customers on their entire journey through our stores.

In-StoreOur suite of in-store media ensures that you will be talking to the customer at a key time in their shopping journey.

There are multiple channels available covering multiple locations within the store, ensuring that your message will not be missed by our 2m + weekly shoppers.

Window Poster

Off-location

A high impact poster communicating to customers at the start of their shop.

In-store radio

Promote competitions, sales and other marketing communications to shoppers in-store.

Checkout Divide and Wrap

This is your last opportunity to communicate with customers before they exit the store.

Image Ticketing

Ensure your product stands out through clear branding on your tickets, with multiple options available.

In-store demonstrations

Encourage customers to trial and purchase your product in-store.

On-end

Maximise impact at these key locations with POS support.

Support your off location booking with impactful POS material.

Pascall Family Bags140g - 240g

each

$250

each

$0

| 21 20 |


On shelf

Category Specific Opportunities

Make your product stand out on shelf over and above competitive brands.

Throughout the store there are channels specifically available in selected aisles, such as bread headers and freezer door decals.

In-aisleTalk to customers while they shop the aisle.

Fins

Signpost your brand or promotion, creating significant cut-through in-aisle.

Fins & Pad Combo

Product inspiration and information can be easily seen and taken by the customer, providing added value to the purchase of your product.

Product Spotter

Highlight specific products, prices and promotions on shelves.

Floor Graphics

Grab our customers’ attention as they enter the aisle, or highlight your product location.

Post Campaign ReportingAt the Countdown Media Hub, we understand how important post campaign evaluation is to understanding the results and success of your campaign.We will work with you to understand what success looks like for your brand and can create evaluation reports using the range of analysis tools available at Countdown.

All campaigns with a marketing spend over $30,000 will receive a detailed post campaign report.

Bespoke, more advanced campaign analysis reports will be available, depending on your reporting requirements.

Countdown Media Hub ContactTo learn more about the Countdown Media Hub, please contact us at [email protected]

Our dedicated team is more than happy to answer any questions, guide you through the process or explain how the Countdown Media Hub can benefit your brand and products.

We look forward to helping you grow your sales at Countdown.

22 | | 23

Integrated, end-to-end marketing campaigns that drive sales and

customer engagement

Supplier Media Pack - Countdown · Media Pack FY18. At Countdown we are passionate about engaging...

Documents

Transcript of Supplier Media Pack - Countdown · Media Pack FY18. At Countdown we are passionate about engaging...