Commissary Specials Media Kit


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Commissary Specials Media Kit. Rates available upon request.

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  • 06/18/09
  • 06/18/09
  • 06/18/09
  • 06/18/09
  • 06/18/09
  • Commissary Specials Media Kit

    1. 1. Page The Only Base Newspaper Price Circular To be eco-friendly, Commissary Specials is printed on recycled paper.
    2. 2. Page <ul><li>Has proven that it increases sales </li></ul><ul><li>Published 23x/year - Every DeCA period </li></ul><ul><li>Puts DeCA on a level playing field </li></ul><ul><li>with its competitors, which means </li></ul><ul><li>higher sales for DeCA and vendors. </li></ul><ul><li>Covers 50% of DeCA ConUS sales with </li></ul><ul><li>concentration on highest volume stores. </li></ul><ul><li>The only DeCA circular reaching the shopper </li></ul><ul><li>outside of the commissary where shopping lists are created! </li></ul><ul><li>“ First Strike Advantage” - Most Shoppers come to the grocery store with lists in hand and are unlikely to change planned purchase decisions in the store,(Ad Age 3/09). </li></ul>
    3. 3. Page 7Eleven 84 Lumber AAFES Aldi Foods America's Tire Arby's Bank of America Ben Bridge Jewelers Best Buy Bi-Lo supermarket Big Lots BJ Wholesale Club Captain D's Charge Jewelry and Electronics Colortyme Cresent Jewelers Dillard's Domino's ECPI Exxon Factory 2 U Discount Farm Fresh Freedom Electronics Freight Liquidators GI Joes Giant Food Goody's H&R Block Hardees Harris & Charge Jewelers Harris Teeter Harris/Gottscalks HEB Grocery Stores Home Depot Hooters JC Penney KFC Kroger Long's Drugs Lowe's Marine Corps Exchanges Marshalls McDonald's McKay's Food Retail Chains Advertising in Base Newspapers Michael’s Money Max Mrs. Winners NEXCOM Ntelos Outback Steakhouse Pep Boys Pizza Hut Proffitt's RentACenter REX Rite Aid Roomstore Rugged Warehouse Save A Lot Shoneys Shucks USA Discounters Wal-Mart Walgreens Winn-Dixie Supermarket
    4. 4. Page Military Base Newspapers The Key Delivery Vehicle <ul><li>All news written by military people for military people </li></ul><ul><li>Reaches on/off-base active duty families </li></ul><ul><li>Reaches retirees ( subscribe to paper or pick up on base) </li></ul><ul><li>Reaches Guard/Reserve </li></ul><ul><li>Average 90% readership (Army and Air Force surveys) </li></ul><ul><li>These media are the local &quot;hometown&quot; newspapers for the military, containing vital day to day information that military personnel and their families can obtain through no other source </li></ul><ul><li>Distributed through “official” channels off-limits to other publications. Circulation is tightly controlled by the military. Generally, one copy is printed for every four people attached to the base </li></ul>
    5. 5. Page <ul><li>COMMISSARIES REACHED </li></ul><ul><li>Belvoir </li></ul><ul><li>Lewis </li></ul><ul><li>Oceana </li></ul><ul><li>McChord </li></ul><ul><li>Meade </li></ul><ul><li>San Diego 1 </li></ul><ul><li>Miramar </li></ul><ul><li>Bragg (North/South) </li></ul><ul><li>Campbell </li></ul><ul><li>Quantico </li></ul><ul><li>Travis </li></ul><ul><li>Little Creek </li></ul><ul><li>Nellis </li></ul><ul><li>Langley </li></ul><ul><li>MacDill </li></ul><ul><li>Jacksonville </li></ul><ul><li>Myer </li></ul><ul><li>Andrews </li></ul><ul><li>Pendleton </li></ul><ul><li>Benning </li></ul><ul><li>Scott </li></ul><ul><li>Sam Houston </li></ul><ul><li>Bliss </li></ul><ul><li>Lackland </li></ul><ul><li>McGuire </li></ul><ul><li>Eglin </li></ul><ul><li>Luke </li></ul><ul><li>Davis-Monthan </li></ul><ul><li>Pensacola </li></ul><ul><li>Norfolk ² </li></ul><ul><li>Hood (I&II) </li></ul><ul><li>Kirtland </li></ul><ul><li>Eustis </li></ul><ul><li>Jackson </li></ul><ul><li>Offutt </li></ul><ul><li>Carson </li></ul><ul><li>Lee </li></ul><ul><li>Stewart </li></ul><ul><li>Hunter </li></ul>Circulation Summary - 2009 2,000 circulars placed in each store: 755,275 82,000 98,000 575,275 Broadcast email to registrants: Base Paper Circulation: 50% of DeCA Conus Sales
    7. 7. Analysis of Commissary Sales Data (Empower IT) Page Military Media Inc. purchases data from Empower IT: Purpose: To determine effect on unit sales from advertising in Commissary Specials, the base newspaper pricing circular. First Time any military medium has tied sales directly to advertising. Studies prove products advertised in Commissary Specials base newspaper circular experienced significant increases in sales lifts throughout the duration of the display period.
    8. 8. Page Rate Card for the Commissary Specials Circular Program (effective with DeCA Period #1 – 2009) <ul><li>There are three programs advertisers can choose from: </li></ul><ul><ul><li>Per Item : Vendors can advertise single </li></ul></ul><ul><ul><li>items during different display periods. </li></ul></ul><ul><ul><li>One item picture & one price point. </li></ul></ul><ul><ul><li>Per Display Advertisement: Vendors who </li></ul></ul><ul><ul><li>regularly advertise multiple products simply </li></ul></ul><ul><ul><li>reserve a display ad space and insert as many </li></ul></ul><ul><ul><li>products as can reasonably fit into that space. </li></ul></ul><ul><ul><li>Per Item Couponing: - New Service - Due to </li></ul></ul><ul><ul><li>popular demand, vendors can now offer coupons for </li></ul></ul><ul><ul><li>redemption at DeCA via Commissary Specials. </li></ul></ul>
    9. 9. Page New Service : Per Item Coupon Program Rates <ul><li>We offer the most effective coupon delivery system reaching military shoppers for several reasons: </li></ul><ul><li>Only DeCA Circular in Base Newspapers : In addition </li></ul><ul><li>to in-store and electronic distribution, Commissary Specials </li></ul><ul><li>exclusively inserts in base newspapers. Even in today’s </li></ul><ul><li>high tech media, inserts in newspapers are still the most </li></ul><ul><li>used coupon delivery method. </li></ul><ul><li>“ First Strike Advantage ”: According to Ad Age 3/09, most shoppers come to the grocery store with lists in hand and are unlikely to change planned purchase decisions in the store. </li></ul><ul><li>Maximize Product lifts for New Launches : Shoppers who clip coupons at home are more likely to use them to try new brands they have not used before. </li></ul><ul><li>Cost-effective Couponing : With a circulation of 650,000 per DP period, Commissary Specials offers a low CPM of $4 with an average industry redemption rate of 1%. An extremely low cost to reach so many military shoppers. </li></ul>Per DP Period Rate: $2,600 per item includes all graphics
    10. 10. Page Advertising in the New Product Showcase is the best way to create initial demand for your new product introduction in DeCA stores. HUGE CIRCULATION in three different media channels                 DISTRIBUTION                      CIRCULATION IN-HOME (Military Base Newspapers) 575,275 IN-STORE (Commissaries) 82,000 INTERACTIVE (Broadcast Email) 98,000 (signed up to receive)   TOTAL CIRCULATION 755,275 Ensure Success for your new product sales by advertising in the New Product Showcase. Create Demand For Your New Product Introductions
    11. 11. Page TRADE: Store managers know the power of the base newspaper. This program will help you increase your display rate at store level (especially secondary acceptance). CONSUMER: When you advertise in Commissary Specials, you will increase your consumer sales! The Empower IT research proves it. HOW CAN COMMISSARY SPECIALS INCREASE YOUR DeCA SALES?
    12. 12. Contact Information <ul><li>Marc Michals </li></ul><ul><li>Resale Advertising Director </li></ul><ul><li>Zone 28 HR ALA Member/ GSA Member </li></ul><ul><li>2017 Regatta Circle </li></ul><ul><li>Virginia Beach, VA 23454 </li></ul><ul><li>(757) 620-8418 </li></ul><ul><li>[email_address] </li></ul>Page Commissary Specials Take action and get started right away!