Chapter 22 Extended reading Summary of the value of the Focus Store Network

The focus store network broadcasts 13 hours a day following the store's business hours (usually from 9:00 am to 10:00 pm), and broadcasts every day for 365 days. The network broadcasts advertisements for more than 60 times every 12 minutes to reach customers at various times when they enter the store. Period (after get off work, weekends, holidays), covering the whole process of consumers' purchases. From the point of view of communication quality, the hypermarket network far exceeds other forms of advertising in the store.The online broadcast network combines video and audio, which is more powerful and attracts consumers' attention. The screen is parallel to the consumer's eye level to form mandatory viewing, which stimulates more consumption impulses.The information carrying capacity of the network is relatively large, which can express the advantages of the product in detail.Lianbo.com has strict network-based delivery management throughout the country, which is simple, convenient, and highly controllable. The media form is highly unified, which ensures the unbiased dissemination of information (image), and enables consumers to watch at multiple points during one shopping. , high-frequency repeated stimulation to the audience——

In most states of daily life, advertisers can reach consumers through various media including TV, websites, magazines, newspapers, outdoors, sports activities, radio... But when consumers enter the final state of purchase, there is no Networked powerful media can reach them.The opening of the China Hypermarkets Network has filled the absence of effective communication media in the retail terminal shopping state—— in the family? ? ?People watch TV, and often only a few people are the main purchasers and decision makers of household consumer goods. Store TVs target this group in the family, making advertisements more accurate, making media budgets more economical, and effectively increasing return on investment (ROI)——

According to the survey conducted by the CCTV monitoring agency, the CPM cost (cost per thousand impressions) of the hypermarket network is only less than 1/5 of that of local TV stations, and it can achieve a greater communication effect with a limited budget—— Due to the addition of brand reminder advertisements in the shopping state, it helps consumers improve their recall of the brand, consolidate consumer confidence in time, and effectively prevent customer loss—— In the closed advertising environment in the store, the appearance of each commercial is extremely influential. It provokes consumers' desire to possess products and helps consumers complete last-minute decisions and brand choices.TV advertising is to expose all potential consumers, while store TV is aimed at direct shoppers and directly stimulates purchases——

The combination of TV audio and video in the store is more vivid and appealing, more likely to attract the attention of the audience, directly stimulate and incite the consumer desire of the audience, improve the effect of POS in the point of sale, and spread the promotional information to the store The various areas of - In the marketing and promotion of fast moving consumer goods, the role of family TV advertising in enhancing brand awareness and influencing the audience's brand awareness is of course irreplaceable by other media, and store TV will also be an indispensable and important part of fast moving consumer goods media promotion , it forms a three-dimensional combination with home TV, which will help to improve the efficiency of media communication in an all-round way, and make media investment create greater market returns.

In fact, in different stages of brand promotion, the functions and roles of the two are also different.In the launch of new products, the combination of multi-channel and high-frequency is generally adopted to focus on home TV, and the pursuit of wide exposure and reach of the brand; at the same time, it is supplemented by store TV, with a lower CPM/CPRP communication cost in the store. Heavy coverage of leading buyers of household fast-moving consumer goods. In the continuation period of brand promotion, it is advisable to adopt a complementary combination of home TV media and store TV media.While continuing to maintain an appropriate amount of TV placement, store TVs are used at sales terminals to increase audiences’ recall of the brand, target direct consumers who have already entered the purchasing state, strengthen brand memory for consumers who have already become interested, and further remind and Stimulate their desire and impulse to buy.Compared with the traditional mode of using outdoor media to prompt brand memory during the continuation period, this mode of consolidating memory and prompting purchase is a more economical and effective choice.

During the product promotion period, because there is a natural time-space distance between home TVs and selling points, it will be more effective to use store TVs as the leading method.The target audience is directly aimed at audiences who are interested in the category but have low brand loyalty, and comprehensively inform promotion information in all areas of the sales site, strongly prompting purchases, directly triggering purchase impulses at the last moment of sales, affecting purchase choices, and thus promoting sales of their own brands .