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Ten reasons why_cosmetic

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advertising,outdoor advertising

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Ten reasons why_cosmetic Ten reasons why_cosmetic Presentation Transcript

  • 10+ reasons why cosmetic and toiletry brands should use Outdoor
  • Outdoor is the most visual medium: best for leaving a lasting branding impression
    Outdoor gives you the largest canvass for your message
    Outdoor can anchor a strong visual brand memory in the brain
    This image can often be triggered again at point of purchase, aiding packshot recall
  • Outdoor has a well established track record for building brands
    Outdoor advertising messages get noticed, and all the more by the young and affluent
    Outdoor generates high awareness to boost growing and established brands
    Mindshare research 2010 found that outdoor builds brand fame and positive associations, drives web search, and is favoured by successful brands*
    *Source: Mindshare “The Brand Building Power of Outdoor” 2010
  • Outdoor is a high impact medium with very high levels of attention
    Outdoor gets noticed. It can’t be switched on, or turned over
    According to TGI 2010, 86% of UK adults have seen outdoor ads in the past week
  • Outdoor influences where it counts: right at the point of sale
    Outdoor is where 90% of toiletries and cosmetics are purchased
    Outdoor media can place an advertising message nearer a retail outlet than any other medium
    More than any other medium, it accompanies the shopper on their path to purchase
  • Classy audience
    The typical outdoor audience is
    Young
    Active
    Social
    Upscale
    In full time employment
    Better paid than average
    Mobile
    Open to ideas and activities
    Willing to try new brands
    “the people you most reach with outdoor advertising
    are the people you most want to reach”
  • Outdoor complements TV, online and print in multi-media campaigns
    • Outdoor always delivers net reach and frequency to TV, print and online campaigns
    • Typically the unique attribution to outdoor in mixed media campaign research is between 10% and 40%
    • Brand Science recommends 16%+ of budget goes to outdoor in a mixed media FMCG campaign*
    *Source: Brand Science Econometrics study 2009
  • Outdoor delivers high discretionary spenders in all the best locations
    • The outdoor audience enjoys high disposable income and loves nothing more than shopping
    • Outdoor media accompany the shoppers’ journey to all the classiest outlets
    • You can influence a purchase at department stores, at duty free, or in the High St nationwide
  • Outdoor allows brands to compete for consumers’ share of mind
    With so many toiletries and cosmetics brands, share of mind is vital
    You need a competitive medium to put your brand message to work
    Placing a visual brand message in front of shoppers acts as a stimulus to purchase
  • Outdoor is a great directional medium and can activate a purchase
    Everyone sees Outdoor: it dominates the high street and the mall
    Outdoor can be a great reminder and directional tool, prompting an impulse visit to store
  • Outdoor can target an audience type, mindset, moment or environment
    Outdoor reaches a relevant audience in the environment you choose
    Targeting can range from students to duty free shoppers clubbers, to regular gym-goers
  • Malls are the new frontier: a more relaxed shop with high typical spend patterns
    Outdoor advertising brings colour to the mall
    Mall goers are young, high-spending and keen to look their best
    Beauty products, toiletries and perfumes present exceptionally well in malls
  • Proven effective
    Outdoor reaches the rightaudience with the right message in the right place
    We are building a library of case studies which support the use of outdoor as a standalone medium, and as an adjunct to other media
  • Outdoor is the medium experienced most recently before shopping
    Recency is a big driver of ad recall and influence
    Outdoor is overwhelmingly the medium shoppers recall seeing or hearing most recently
    Source: Ipsos DMMA, 506 respondents in diverse shopping environments
  • The leading toiletries and cosmetics brands trust outdoor
    • Top 40 toiletries and cosmetics advertisers Jan-December 2010 spent on average £613K on outdoor (source: NMR data)
    Unilever, Procter & Gamble, Glaxosmithkline, Beiersdorf, L’Oréal, Chanel, Garnier, Bourjois, Johnson & Johnson, Estée Lauder, Clinique, Parfums Christian Dior, Wilkinson Sword, Maybelline, Boots the Chemists, L’Oréal luxury products, Clarins, Coty Prestige, Colgate Palmolive, Alberto Culver, Kenneth Green Associates, PZ Cussons, Kimberly Clark, SCA Hygiene Products, Coty UK, Puig, Asda Stores , GHD Hair Products, Schwarzkopf, Elizabeth Arden, Decleor, Essensuals Hair, Bare Escentuals, Jigsaw, Gentle Beauty Co, Sara Lee Personal Care, Scissors salons, Bobbi Brown, Paul Henri hairdressers, Trevor Sorbie salons, Revlon International
  • If production costs are included, Outdoor is the most efficient medium for FMCG brands
    Revenue return on investment, all media, FMCG
    Sample Set: All FMCG Results Vault studies (2002 - 2008) with measured Outdoor RROI
  • Outdoor audience is the biggest opportunity in terms of numbers
    Adult 000’s
    Source: CBS Outdoor, TGI Media Neutral quintiles 2010
    “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
  • 85% bought or expect to buy something
    Receptive audience: most people on the street are buying something
    Q: Have you bought or do you expect to buy anything during this trip out today?
    Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)
  • More mobile = more spontaneous
    Q: What sort of products are you likely to buy spontaneously?
    Source: Mobile Pound Research, Dipsticks Research
    Base: 1100 London interviews
  • Ready-made audience with a serious interest in healthy living
    Adult 000’s
    Source: CBS Outdoor, TGI Media Neutral quintiles 2010
    “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
  • More mobile people spend more freely
    Source: Mobile Pound Research, Dipsticks Research
    Base: 1100 London interviews
  • Heavy outdoor audience is more affluent than other other media
    Adult 000’s
    Source: CBS Outdoor, TGI Media Neutral quintiles 2010
    “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium