Dynamic reminder before the purchase decision
With 380 screens in drugstores and pharmacies, Excom Media offers the largest network in Switzerland for point-of-sale advertising in the healthcare and beauty sectors.
It's about extending value creation into the store. "POS is becoming increasingly important," know the sales practitioners in the store. And the strategists in the advertising agency also confirm: Classic mono campaigns are giving way to the cross-media value chain that incorporates POS as a strategically valuable interface between gross reach, direct targeting and sales promotion. Of course, this approach really comes into play with the ever more advanced possibilities of digital media. This structural shift in the advertising industry towards digital media is particularly evident in Excom Media's offering with its Healthcare & Beauty Channel. "Since 2008, we have been working with unbridled enthusiasm for our customers and our channel, and it is this commitment that has enabled us to become the largest digital screen network in the Swiss healthcare market in a short space of time," Erich Mazenauer, an Excom Media man from the very beginning, can proudly proclaim.
an action difference of 37.8 percent was demonstrated.
Success is measurable
Whereas "volume" used to be the driver when building the network, Excom Media is now primarily concerned with the quality of the sites. The "largest digital health channel in Switzerland" now extends to almost 400 screen locations. The brightly lit large screens are positioned in high-frequency pharmacies and drugstores, ideally visible in the checkout waiting area, slightly above eye level. "The network reaches 2.2 million target customers per month. Whoever pays at the checkout counts as a contact. The net reach is thus qualitatively and quantitatively confirmed," says René Brodbeck, Key Account Manager Media. Advertising has long known that dynamically conveyed content reaches customers better than static content. If a product advertisement is also perceived on different channels, the credibility and purchase probability increases several times over. This was verified and confirmed by a field test of the company Bolton Swiss SA with its product Somatoline Cosmetics. With further tests, an increase in sales values of 25 percent could be determined on the customer side for products that were advertised on the screen.
Optimal synergy effect
"The multiplying effect of cross-media campaigns has been proven several times by studies in recent years. On average, brand awareness can be increased by around 20 percent if the recipient sees the advertising in more than one medium," knows Tatjana Novosad, Head of Marketing and Communications. An optimal synergy effect is achieved through recognition at the point of sale, where 70 percent of purchase decisions are made. "That's what makes a campaign effective in the first place and increases the likelihood of a purchase." Because: everyday stress and info overload are the killers of many advertising messages. What should be on the shopping list from the evening TV commercials is already faded the next morning when we are exposed to a thousand influences every day.
"Messages are forgotten, overwritten, confused," Peter Lüscher sums up. The Healthcare & Beauty Channel, on the other hand, has an effect where the success or failure of the campaign is finally decided: at the point of sale. "Targeted, with the same content , just before the purchase decision, set a dynamic reminder ", is the strategy at Excom Media. In contrast to conventional POS material, the screen has an additional advantage: "You can't put us away," says Mazenauer with a smile. The screens are controlled centrally via the Internet from Excom Media's office. The content is also produced and transmitted in House. The proven standard for achieving the highest recall values is 15-second spots with emotional imagery and striking key messages.
In house spot production
In consultation with the customer, a new spot - but this time without sound - is created from an existing TV spot, for example, according to the customer's wishes. Product illustrations, logos or images can also serve as templates, and existing advertisements for the Healthcare & Beauty Channel can also be effectively animated. As a service, which at the same time additionally arouses the interest of waiting customers, the spots are interspersed with short editorial content. Appreciated here are, for example, pollen reports as well as weather forecasts. Either way, however, Excom Media can be relied upon: Anyone who visits a drugstore or pharmacy will always have unanswered questions, even beyond the "package insert," and is therefore particularly receptive to answers from advertising.
Andreas Panzeri
