Low brand awareness and limited marketing dollars prevented a Gummy Vitamin from increasing in volume.
Research led to users of Vitamins who also purchased natural products. Understanding of consumer needs mixed with the product efficacy assisted in the design of message.
National FSIs were strategically designed to launch at the end or middle of 3 week television flights. Programs that were selected as :10 promotional ads within syndication delivered 1/5 the cost of a national broadcast :30 offering 75% recall of a :30 and appearing “in program” as opposed to placed in a standard commercial pod.
Cable television was later utilized to extend reach and provide additional frequency.
Gummy Vitamin became the #1 selling Gummy Vitamin product. ROI resulted in +4 to 1.
Gummy Product went from 5 to 8 digits in volume, producing a 60% change in lift of unit sales volume. The Vitamin Product was able to leverage success and in store profits to introduce new line extensions.
THE :10 ADVANTAGE IS A STRATEGIC WAY TO MAXIMIZE YOUR ADVERTISING DOLLARS, REDUCE SPOT COSTS, EXTEND REACH, AND INCREASE FREQUENCY
Low brand awareness and limited marketing dollars prevented a SKIN CARE product from reaching full market potential.
A coordinated media and in store promotion took place to increase velocity and awareness. Research led to purchasers of skin care products, and the brand utilized an optimized media schedule of three (3) , three (3) week flights in conjunction with in store promotions and trade on-counter displays.
Programs that were selected as :10 promotional ads within syndication, delivered 1/5 the cost of a national broadcast :30, offering 75% recall of a :30 and appearing “in program” as opposed to placed in a standard commercial pod. This allowed for the greatest amount of impression and awareness levels for the media dollar.
TV aired prior to in-store program to generate greater awareness. The result was a 50% lift in incremental sales vs 4 weeks prior, and 60% vs the same time period against the previous year. Once the in-store promotion launched, the brand experienced another 100% increase in incremental units vs the previous 4 weeks. Television elevated the baseline sales 50%.
Source: Nielsen Brand Effect P18+ :10 sample 30,525 :30 sample 50,500 Feb 2010–March 2011
Source: Nielsen Brand Effect P13+
:10 sample 20,724 :30 sample 51,603
Here are two ways :10 ads can run closed-captioning or promotional consideration sponsorships.