"Split screens" at 200 kiosks
Adscreen: Did Cinecom fail to market the screens at 50 kiosks effectively? In any case, the contract has now been awarded to IP Multimedia and P-Mediateam.
Adscreen Has Cinecom not marketed screens at 50 kiosks well enough? In any case, the contract now goes to IP Multimedia and P-Mediateam. Since February 1, the marketer IP Multimedia (Switzerland) has been responsible for another Switzerland-wide screen network: Called Swiss Kiosk, it currently comprises 142 kiosks and will be expanded to 200 kiosks by the middle of the year - 100 of them in German-speaking Switzerland, the other half in French-speaking Switzerland and Ticino. "Swiss Kiosk fits very well into our portfolio," says Martin Schlenker, Head of Sales at the Adscreen IP division. "It also allows us to further expand our position as the number one marketer in this medium." As the network will generate at least two million contacts per month when fully expanded, it is one of the top products among the Adscreen offerings. In addition, from June IP will also include a network of initially 27 Avec stores with around 520000 visitors per month. "Although these are separate networks, they can be combined well," says Schlenker.Two-pronged marketingThe IP will not market the kiosk network alone; it is responsible for national sales, while the local and regional advertising will be acquired by the agency P-Mediateam in Dietikon. This split is new. Previously, the network operator, the tobacco group BAT Switzerland (British American Tobacco Switzerland), had entrusted Cinecom exclusively with the marketing. The reason for the change: "Cinecom has brought in few bookings in the last year and a half, but the network has great potential," says BAT Retail Dialogue Marketing Manager Christian Genoud. He knows the latter from his own experience: not only are the screens now accepted by kiosk customers, but the promotions of BAT's own products and brands are also very well understood.
Screens are not selling wellAt PubliGroup subsidiary Cinecom, Managing Director Matthias Luchsinger reacts calmly. "When BAT wanted to split the marketing, we declined the contract. Split marketing is time-consuming and does not correspond to our philosophy," he says. He also pointed out that the screen advertising medium is currently still in the development phase and is therefore generally difficult to sell. This applies all the more to a network that until recently only comprised 50 kiosks in French-speaking Switzerland. "BAT has also often held out the prospect of expansion, but nothing has happened for a long time," he says. Retailer Coop, on the other hand, for whom Cinecom now markets screens in 140 Pronto stores throughout Switzerland, is very satisfied with sales.
BAT's screen conceptThe 200 kiosks throughout Switzerland that BAT equips with 17-inch screens are all independent kiosks that belong to neither Valora nor Naville, but have at least 500 customer visits per day. BAT enters into five-year partnerships with the kiosk owners: They provide the space for the screen and for a wider range of BAT products; in return, BAT offers the kiosks exclusive promotions which generate additional sales at the point of sale and thus provide a competitive advantage for the kiosks. All products can be advertised on the screens, with the only restriction being tobacco advertising: only BAT products can be advertised here. BAT's focus is on independent kiosks because it has been present there with relatively few products in the past. For BAT, the screen network is therefore an instrument with which its own range can be broadened at independent kiosks and also advertised there. (mk)
In the meantime, the screens have been well received by kiosk customers.
Markus Knöpfli
Screens are not selling wellAt PubliGroup subsidiary Cinecom, Managing Director Matthias Luchsinger reacts calmly. "When BAT wanted to split the marketing, we declined the contract. Split marketing is time-consuming and does not correspond to our philosophy," he says. He also pointed out that the screen advertising medium is currently still in the development phase and is therefore generally difficult to sell. This applies all the more to a network that until recently only comprised 50 kiosks in French-speaking Switzerland. "BAT has also often held out the prospect of expansion, but nothing has happened for a long time," he says. Retailer Coop, on the other hand, for whom Cinecom now markets screens in 140 Pronto stores throughout Switzerland, is very satisfied with sales.
BAT's screen conceptThe 200 kiosks throughout Switzerland that BAT equips with 17-inch screens are all independent kiosks that belong to neither Valora nor Naville, but have at least 500 customer visits per day. BAT enters into five-year partnerships with the kiosk owners: They provide the space for the screen and for a wider range of BAT products; in return, BAT offers the kiosks exclusive promotions which generate additional sales at the point of sale and thus provide a competitive advantage for the kiosks. All products can be advertised on the screens, with the only restriction being tobacco advertising: only BAT products can be advertised here. BAT's focus is on independent kiosks because it has been present there with relatively few products in the past. For BAT, the screen network is therefore an instrument with which its own range can be broadened at independent kiosks and also advertised there. (mk)
In the meantime, the screens have been well received by kiosk customers.
Markus Knöpfli
