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Mall Scape ® Media 日常生活の中心にある 消費者とのコミュニケーションチャネル www.SovereignMediaJp.com [email protected] Los Angeles +1 310.734.6800 | Bangkok +66 (0)2669-0561 Mall-Scape ® Media Mall-scape Media is poster style media specialized in Japans biggest supermarket chain

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Mall Scape®Media

日常生活の中心にある

消費者とのコミュニケーションチャネル

[email protected]

Los Angeles +1 310.734.6800 | Bangkok +66 (0)2669-0561


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Mall-Scape® Media

Mall-scape Media is poster style media

specialized in Japans biggest supermarket chain

“AEON group” and “Ito-yokado”

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Mall-scape®

Nation wide154 malls

(Dec.9.2008)

Hokkaido region7 malls

Tohoku area10 malls

Tokyo area60malls

Central Japan 32malls

Osaka area 21 malls

Chu-goku area7 malls

Shikoku area3 malls

Kyu-shu area11 malls

Okinawa3 malls

See the shop list for the details.

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Point 2.Media located in shopping areas make huge impressions upon shoppers.

Mall-Scape®

Point 1. Can reach up to 40 million people (in 2 weeks!!!)

Specialized in big scale malls operated by AEON and Ito-Yokado.

The coverage is equal to newspapers. Can be called MASS MEDIA.

The media in the shopping space has large impact.

Point 3. Increase brand awareness, AKA: “Brand Building”

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Location

Located at spaces where people gather.

( Parking areas, Parking area for bicycles,Entrance, Aisle,Next to escalator.)

Can expect “frequency effect.”

(shoppers visit several times a week)

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Information

The terms : 2 weeks.

Start on Friday

The term Includes 2 weekends

So you can reach to targets absolutely.

The user of media is limited to 2 companies per mall.

Limited to 2 companies / mall.

Therefore the impact is great.

The number of posters are 5-20.

Mall-jack is possible buying 2 spaces.

※Refer to the shop list.

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Mall-scape® Characteristics

Scrolling panels

Scrolling movement attracts shoppers’ attention.

This scrolling panel attracts attention even in the crowded areas.

Two kinds of poster appear one after the other.

Illuminated Panels

Visible in the dark

Panels inside shops or underground parking areas are lighted up all the time.

Outside panels are illuminated after sunset.

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Effective contact with shoppers

Contact with families

Media arouses conversation

Families visit these shopping malls. Families look at the panel together and people can start talking about the advertisement. This conversation leads shoppers to purchase the goods if the supply is nearby…

Effective for durable goods such as vehicles or electrical appliances and food stuffs whose purchase need consultation among family.

Also effective to commodity goods.

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Has the Mall-Scape reminded you of TV CM

Does Mall-scape make you feel like buying the goods

more than the TV CM does?

The effect of Media-mix with TVCM

Mall-scape®

no

yes

While TV CM can heighten recognition of the goods at home, once people go out, they tend to forget about the advertisement.

To lead people to purchase the goods reminding the TV CM, the advertisement using Mall-Scape in the shop is more successful.

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Personal care

House care

pharmaceutical

+28% (122/95)

+52% (108/71)

+30% (113/87)

+33% (118/89)

+65% (163/99)

+77% (179/101)

alchol

Frozen food

Processed food

+36% (168/124)

+37% (166/121)

+64% (263/160)

+37% (190/139)

+24% (508/410)

+72% (461/267)

POS data analysis

The growth of sales

(before and after the campaign)

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TV広告の残存効果を一週あたり80%と想定、その週間GRPをアドストック(紫色)としてセールス・インデックスと比較。

どちらの店舗も広告アドストックに沿ったセールスとなっている。

しかしながら広告掲出店舗売上と広告非掲出店舗売上を比較すると広告掲出期での売上げに大きな乖離がみられる(①)。

その後両者の差は徐々に縮まって行ったが、掲出終了後11-12週間後に

次のTV広告が開始されると、再び売上げ差が開いた(②)ことがわかる。

The effect of Mall-scape media is confirmed to last for 14 weeks.

Pos data analysis-2

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Changed to 4 networks

■Presently there are 2 networks.(A,B)

→4 networks(A,B,C,D) from 2009

■The number of shops/network decreased in half.

■2 networks(A&B or C&D) needs to be bought to cover all malls. 2 networks are recommended because of the reasonable unit price and broad coverage.

※ price/unit(using 1 network):¥30,000、price/unit(using 2 networks):¥28,500

■There are only 2 clients at the same time in a mall. This point and the number of panels wont be changed.

※see the shop list for the details.

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Change to 4 networks-2

■Requests for “specific region” or “specific mall,”

Please ask us.

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Promotion cases

The effect of the collaborative promotion is unique

Scent promotion

Display

Sound

vehicles

sampling

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Special display

These cases might be possible on negotiation with malls.


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