media hub - countdown...fiffi˝˙ˆffˇ ˘ | 5 the countdown media hub is fully integrated into the...

media pack

FY19

mediahubCONNECTING

BRANDS ANDCUSTOMERS

mediahubCONNECTINGBRANDS ANDCUSTOMERS| 32 | mediahubCONNECTINGBRANDS ANDCUSTOMERS

mediahubCONNECTINGBRANDS ANDCUSTOMERS

The Countdown Media Hub team is the central hub for all supplier marketing initiatives across Countdown.We provide an integrated, end-to-end, media solutions service that connects your brands with our customers.We are aligned with the Countdown Marketing and Category teams, enabling us to plan and execute campaigns at the most impactful times for our customers and your brands.

Through the Countdown Media Hub, we provide our supplier partners access to some of New Zealand’s most valuable media channels and the opportunity to talk to a captive audience, both in our stores and online.

Our ultimate aim is to help you drive sales, build customer engagement and increase brand exposure through effective, relevant and inspirational marketing activations at Countdown.

Contents4 How we work

5 Why invest

6-7 Media reach

8-9 Customer communication pillars

10-11 Customer touchpoints

12-13 Media – At home

14 Media – Out of home

15 Media – In-store

16-17 Media – In-store

18-19 Media – In-store

20-21 Media – Digital & Social

22-23 Media – Digital & Social

24 Case Study – New

25 Case Study – Try Me

26 Case Study – Win with Onecard

27 Case Study – Category event

28-29 Post campaign analysis

30-31 Creative specifications & media deadlines

TBC

Countdown Media Hub

mediahubCONNECTINGBRANDS ANDCUSTOMERS| 5

The Countdown Media Hub is fully integrated into the Marketing and Category teams, whilst working in unison with all of our supplier partners.This enables us to build effective plans that; align with the Countdown strategy, run in conjunction with category priorities and deliver against individual supplier campaign objectives.This ensures that we provide consistent, relevant and impactful communications to our customers at all times.The Media Hub provides a comprehensive, full-service solution, from campaign conception, to execution and evaluation.

The team has expertise in all areas of campaign activation. From understanding your objectives and planning the most effective media mix, to implementing the campaign and undertaking relevant post campaign evaluation.

How we work Why invest

4 |

Drive sales

Increase brand awareness, loyalty and share of voice

Engage a valuable and receptive audience at key times during the shopper journey

Impactful, consistent and clear messaging through the use of the Countdown customer communication pillars

Bespoke, multi-channel campaign planning to maximise impact and deliver against your objectives

Alignment with events and key timings across the Countdown customer calendar

National campaign coverage, ensuring maximum reach across the NZ population

Targeted and personalised communications, delivered to the most relevant audience and reducing media wastage

Measure success and shape future activity through post campaign analysis

Countdown Media Hub

Campaign Specialists

Media Consultants

Media Analysts

Efficient, accurate and timely delivery

of campaigns

Multi-channel campaign planning

and shopper marketing activations

Evaluation of media effectiveness and measures of ROI

Deliver EvaluatePlan

| 76 |

nationwide

One of New Zealand’s largest media owners Connect your brand with a valuable audience, on a mass broadcast scale or through more personalised one-to-one communications

2.96m

active Onecardmembers

2.4m

956k

in-store customer transactions per week

Email subscribers

stores181The average shopper visits

times per week1.9

An online transaction takes place every

Mailer delivered to

households each week

Average email open rate

items picked every week

670K

2m+1.4m

unique website users per month

sessions per month1.9m 32m

page views per month

32%

321kFacebook followers

Stats are correct as of August 2018

seconds30

Media Reach



Introduce and highlight NPDThe launch is a key stage in the product lifecycle. It is important to make customers aware of the product, provide them reasons to purchase and stand out from the competition. The Countdown pink is a key differentiator, with shoppers associating it with new products

Inform, inspire and educateThe ‘Try Me’ pillar is used to inspire and educate customers at key activation moments. It is an opportunity to remind customers of product benefits, unique selling points and provide new ideas and suggestions on product use

Drive trial and excite with offersReach our most valuable customers through exclusive promotions that engage with the shopper, motivating them to shop the range of your products, build brand love and switch from competitors

Category Events

Seasonal Events

Communicate at key times throughout the year Seasonal events and themed activations are an integral part of our customers lives, providing them with additional reasons to purchase. They present opportunities for your brand to leverage our campaigns, putting your product front of mind at relevant times throughout the year

Participate in category-led initiativesPromote your brand across events in specific categories, through promotions, giveaways and stand-alone mailers. These events are key growth drivers, helping to draw in new or lapsed customers, whilst driving incremental sales for participating products

8 |

Customer Communications

The message you communicate to customers is just as important as the touchpoints you use. Our customer communication pillars are used across all media channels.

They provide customers with relevant and recognisable messaging throughout their shopping experience and enable suppliers to deliver clear and consistent communications across multi-channel campaigns.

Customer communication pillars

MINT

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Buy any Meadow Fresh 2L & swipe your Onecard to automatically go into the draw.

Promotion runs 13/08/18 to 09/09/18. See countdown.co.nz for T&Cs

Be IN TO WIN A

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10 | | 11

Customer Touchpoints

The path to purchase for shoppers is no longer a linear process. There is now an ever-growing number of touchpoints accessed in differing ways and at differing times throughout the customers decision making process. With media consumption becoming increasingly diverse, the ideal media mix is different for each activity, with no two shopper journeys being the same. Factors such as, campaign objectives, audience type, message, product and timing, all influence the choice of channels that should be activated as part of a campaign.

The Media Hub provides access to a range of effective media channels that enable suppliers to communicate to our customer base, across multiple touchpoints.

Customer touchpoints

mediahubCONNECTING

BRANDS ANDCUSTOMERS

Direct Mail

Online Delivery

Sampling

Commercial Radio

In-store Radio

Posters

Sampling

Checkout Media

Image Tickets

Product Spotters

Fins

Floor Graphics

Headers & Decals

Neck Tags

Online Shopping

EmailSocial

Mailer

Outdoor

External Digital

Digital & Social

In-Store

Out of Home

At Home

In Aisle

Out

of A

isle


mediahubCONNECTINGBRANDS ANDCUSTOMERS| 1312 |

Countdown Mailer

Reach 1.4 million NZ households

Audience National

Opportunities Full Page Banner

Media information Communicate key product and price messages Drive brand awareness to a mass audience Countdown customers actively seek out products and offers featured in the mailer

Door-dropped to over 88% of all NZ households

Print communications, delivered directly to our most valuable customers

Direct Mail

Reach 2.4m active Onecard customers

Audience Targeted

Opportunities A4 Letter DL Postcard Bespoke

Media information Target specific customer segments with one-to-one communications Reduce media wastage, through personalised and granular targeting Drive trial, brand perception and conversion through promotion and sampling

Helping customers to plan for their next shop and providing solutions to inform their buying decisions

At home

Any pack purchasedfrom the UNCLE TOBYS

Oats Quick Sachet range *See back for terms & conditions. Offer ends 10th September 2018.

$1OFF

NEW NEW

Mr Alan Sample Flat 1 123 Sample StSample SuburbSample City

Progressive Enterprises, Private Bag 208045, Highbrook, Auckland 2161

Exclusive to New ZealandPermit No.

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• No artificial colours, flavours or preservatives

• Made with whole grain oats

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This offer has been sent to you by Onecard. In accordance with the Privacy Act 1993, your name and address have not been provided to Nestlé New Zealand Limited.

If you no longer wish to receive promotional offers from Onecard or would like to update your address please visit countdown.co.nz or phone 0800 40 40 40(Mon-Fri 8am-8pm, Sat/Sun 9am-4.30pm)

Exclusive to Onecard

CD N

AT -

PG

01

$350each

Pre-packed Strawberries250gProduct of Australia

Whittaker's Chocolate Blocks250g

save 99¢

$4each

WK

04 1

6 -

22 J

uly

2018

Bluebird Twisties, Cheezels, Burger Rings or Rashuns120g

save $149

$1each

Fresh'n Fruity Yoghurt6 Pack

For delicious recipes, visit countdown.co.nz

WANT WARM MEAL IDEAS FORCOLD DAYS?

We can help with that

save $190

$3pack

C/O

Shop our great specials at

Prices valid in-store and online until Sunday 22 July 2018

CD NAT 04 PG01

BREAKFAST & SNACKS

CD N

AT -

PG

06

Flemings Chewy Muesli 180g or Snacker 135g Bars

Dilmah Ceylon Tea Bags200s

Sanitarium Up & Go Liquid Breakfast 3 Pack

Sanitarium Muesli or Weet-Bix Bites 500-675g

Arnott's Shapes110-190g

Harraways Oat Singles 300-400g, Scotch or Rolled Oats 800-850g

VitaSoy Almond or Coconut Milk 1L

Airborne Clover 500g or Arataki Manuka 250g Honey

Macro Almonds250g

$2each

WK

03 0

9 -

15 J

uly

2018

O&GCrunchy Granolaor Bircher Muesli425-450gCrunchy Granola & Bircher Muesli

$5each

each

$ 10

$4pack

$5each

$3each

Nestlé Milo 530g, Uncle Tobys Cheerios 580g or Milo Cereal 700g

since 23.04.2018

each

$7Cadbury Drinking Chocolate400g

since 23.04.2018

each

$4

was $399 on 10.04.2016

any2for

$4 or$250

each

$890each

save from65¢

OnecardClub Price

$750Non-Club Price

each

$6

Twist Junior Juice 8 Pack or UFC Coconut Water 1L

$4each

Griffin's MallowPuffs, ToffeePops, Squiggles, Macaroon or Sultana Pastie 185-215g

$350each

save $119

$230each

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our low prices every day

™

Media Channels


In-store RadioMaximise impact in-store through an audio communication

Influence the customer at the point of purchase, where the majority of buying decisions are made

Reach 2 million+ shoppers per week

Audience National

In-store

Out of aisleCommunicate to customers throughout their entire shop

Commercial RadioConnect with the masses through national stations, or local audiences through regional stationsReach Campaign dependent

Audience National or targeted

Opportunities Multiple frequency, spot length and creative variations

Media information Listeners build close relationships with their chosen radio station and trust the messages they deliver Bespoke creative for each campaign ensures individuality and stand-out Specific audience demographics can be targeted

OutdoorHigh frequency, broadcast medium that can reach multiple audiencesReach Campaign dependent


Opportunities Adshel formats (print & digital)


Audience National

Opportunities Window poster (A0/A1) Off-location posters (A3 or A4)

PostersCommunicate key messages at store entrance and off-location

Opportunities Multiple frequency, spot length and creative variations

Media information Communicate clear and simple messages around price and promotional activity Raise share of voice in-store Navigate customers to the location of your product

Media information Directional medium that can activate a purchase decision Scalable medium that can reach a national or local audience Tailored packages, planned in proximity to Countdown stores

Out of homeIncrease brand awareness and recall, by connecting with customers whilst they go about their daily lives

Media information Product and price messaging Increase brand presence across the store Add impact to off-location displays

Media Channels


Checkout Media Aisle

Fins

Sampling

The last opportunity to communicate with customers before they exit the store

Signpost your brand and create cut-through in-aisle

Encourage customers to trial your product when they are in a buying mindset


Audience National

Opportunities Checkout wrap Checkout bar

Media information Stand-alone medium, not competing with any other channel Last message before the customer completes their transaction Ideal for products with a lower frequency of purchase


Audience National

Opportunities Fin (sml or lge) Fin & Pad (sml or lge)

Reach Campaign dependent


Opportunities Various daily sessions on a store by store basis

In-aisleCommunicate to the customer whilst they are shopping the aisle and at shelf-edge

Media information Drive trial and conversion Introduce customers to NPD or new SKU variations Educate customers on product features and benefits

Media information Place your brand at the forefront of the shopper’s mind at shelf-edge Highly visible, throughout the aisle Inspire and educate at the point of purchase

Out of aisle

Product Spotters Highlight specific products at shelf-edgeReach 2 million+ shoppers per week

Audience National

Opportunities Right angle identifier Wobbler

Media information Brand or product and price messaging Call-out the product within a specific bay, over and above competition Visible down the aisle or facing the shelf

16 |

Media Channels

In-store


Neck tags & On-pack stickers

Headers & Decals

Additional communication that can be added to the product

Category specific opportunities throughout the store


Audience National


Audience National

Opportunities Aisle-end headers Door decals Chiller decals

Media information Bespoke opportunities, tailored to location and in-store space High stand-out media in specific areas of the store Available in selected stores, dependent on format

Image Tickets Add a product image to your price ticketing at shelf-edgeReach 2 million+ shoppers per week

Audience National

Opportunities 4UP Ticket

Media information Highlight product, along with key price communication Low cost medium for driving stand-out on shelf Multiple price mechanism templates available

In-aisle

Floor GraphicsHigh impact medium that grabs the customer’s attention in-aisleReach 2 million+ shoppers per week

Audience National

Opportunities Multiple sizes (sml, reg, med, lge)

Media information Disrupt the shopper journey in-aisle Highlight product location and navigate customers to your brand Multiple positioning options available

RaPiD_PP_WK04While stocks last. Valid Monday 16 July to Sunday 22 July 2018.

McCain Garden Greens 500g

each

$230

special

RaPiD_PP_WK52

Heinz Seriously Good Pasta Bake Range 500-525g

San Remo Lasagna Large Family Pack 375g

While stocks last. Valid Monday 18 June to Sunday 24 June 2018.

$250each

$350each+ =

Opportunities Neck tag On-pack stickers

Media information Promotional or educational communications Increase stand-out on-shelf Time sensitive and seasonally relevant messages

Media Channels

In-store

mediahubCONNECTINGBRANDS ANDCUSTOMERS20 |

Online Shopping

Online Delivery Sampling

Communicate with these high value customers

Surprise and delight customers by giving them the opportunity to trial your product

Reach 670,000 unique website users per month

Audience National

Opportunities Banners (Homepage, Department, Product group) Branded shop Bespoke

Media information Key brand or price messages Feature at the top of the page, driving awareness, trial and stand-out High growth medium, with a higher than average basket spend



Opportunities Target by product type or specific brand

Media information Reach a receptive audience, already purchasing similar products Encourage trial and conversion Build brand perception by providing customers with a free product

Engage and influence the fastest growing customer group

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| 21

Media Channels

Digital & Social


Email

External Digital

Social

Targeted communications reaching highly engaged, valuable customers

Targeted advertising via multiple display networks

Utilise Countdown’s social community to drive interaction with your brand

Reach 956,000 email subscribers

Audience Targeted

Opportunities Solus email (eDM) myCountdown banner

Media information Reach relevant customer segments, more likely to engage with your brand message Encourage trial through the use of targeted offers and promotions Automatically load offers to the customers Onecard, through our targeted offer platform

Reach 321,000 followers


Opportunities Facebook (Wall posts, Dark posts, Giveaways) Bespoke content



Opportunities Multiple banner formats

Media information Create conversations and generate interest Increase awareness and advocacy by connecting with Countdown’s loyal followers Target those customers most likely to engage with your brand

Media information Communicate product and price messages within the Countdown communication pillars Opportunities to reach specific customer segments through targeted, programmatic ad buying Scalable medium that can be successful at any budget level

Digital & SocialMedia Channels


Case Study Case Study

Inspiration is vital to differentiate the brand and engage customers hearts, with shoppers increasingly looking for more than just a good product at a good price

New products are important to grocery shoppers, with a high proportion purchasing something new in their last trips. Countdown shoppers actively look for new things to add excitement to their shop

Sanitarium, Flox

Unilever, Magnum Pints

ResultsResults

MethodologyMethodology

Sanitarium exclusively offered Countdown customers a free limited edition Flox shopping bag, when they purchased any 3 Sanitarium branded products. The campaign was live for a 2 week period, and targeted both customers on a national scale and a specific target group.

A 6 week integrated campaign that utilised key touchpoints throughout the shopper journey. Activity included two bursts in the Mailer and a strong in-store presence within the frozen category. The campaign reached over 88% of all NZ households via the Mailer, and 2 million+ customers each week in-store.

Results drawn from total sales and units data Weekly average data - campaign period versus 13 week pre period YOY campaign weeks, FY17 versus FY18

Results drawn from total sales and units data 6 weeks - pre, during and post Total brand sales and units

increase in average weekly sales for campaign period

growth in YOY sales

increase in units across the Magnum brand for the campaign period

eDM open rate of

growth in post campaign sales versus pre campaign performance

additional units sold on average per week during the campaign

6%

76%17% 11%

18% 39,147Mailer Full Page, Mailer Banner

Freezer Door Decal

At home

In-store

Mailer

Aisle Fin, Wobbler

Solus email, Online Shopping - Department banner, Homepage banner, Product group banner

Digital & Social

At home

In-store

Media touchpointsMedia touchpoints

Exclusive to Onecard

24 |

growth in overall Magnum brand sales for the campaign period

22%


Case Study Case Study

Category Events

Exclusive offers to our Onecard customers give them an exciting incentive to engage with your brand. These offers can encourage trial, build brand perception and ultimately help to drive sales

Events help to draw in new and lapsed customers, providing excitement, theatre and an additional reason to shop at Countdown. Participating products often see a positive growth in sales during the event

Heinz Wattie’s, Wattie’s Kiwi Dream

Health & Beauty event

Results Results

MethodologyMethodology

Heinz Wattie’s offered Countdown Onecard customers the opportunity to win their Kiwi Dream, to the value of $500,000. Customers who purchased 5 or more Wattie’s products in a single transaction were entered into the draw. The campaign was live for a 3 week period and included numerous price promotions, significant Mailer coverage (front page placement) and activation across multiple channels.

Results drawn from total sales and units data 3 week pre period versus campaign period YOY campaign weeks, FY17 versus FY18

Results drawn from total sales and units data Weekly average data - campaign period versus 9 week pre period YOY campaign weeks, FY17 H&B event versus FY18

Digital & Social

growth in sales across participating products for the campaign period

growth in sales across participating products for the campaign period

During the campaign period category sales increased by

increase in online sales during the campaign

increase in YOYsales across thetotal category

online sales growth YOY

Average units sold per week across the category increased by

additional units sold during the 3 week campaign

28% 22% 3%

40% 6%15% 7%

940,396 Media touchpoints Media touchpoints

Valid for purchases of five or more Wattie’s products in a single transaction between 21/05/18 and 10/06/18. Draw will be held on 13/06/18. Visit countdown.co.nz for full terms and conditions.

1 LUCKY

SHOPPER DRAWN will get a

1 IN 100 chance of WINNING

$500,000 or a guaranteed

$20,000!

$500,000Kiwi Dream

PLAY FOR YOUR CHANCE TO WIN YOUR

YOUR KIWI DREAMTO THE VALUE OF

Purchase any 5 Wattie’s products, swipe your Onecard & you’re in the draw to get a chance at winning $500,000.

Valid for purchases of five or more Wattie’s products in a single transaction between 21/05/18 and xx/xx/18. Draw will be held on xx/xx/18. Visit countdown.co.nz for full terms and conditions.

$500,000PLAY FOR YOUR CHANCE TO WIN

1 LUCKY

SHOPPER DRAWN

will get a 1 IN 100

CHANCE OF WINNING

$500,000 or a guaranteed

$20,000!

TO THE VALUE OF

Purchase any 5 or more Wattie’s products between 21/05/18 and 10/06/18, swipe your Onecard and you’re

in the draw to get a chance at winning $500,000.

The Health & Beauty event took place over a 2 week period, across all Countdown stores. 464 products participated in the event, from across the toiletries, health & wellness and healthcare categories. Participating brands were integrated into the campaign across a number of channels.

26 |

Stand-alonemailer

Right angle identifier,Pelmets, Radio,Floor Graphic

Solus email (Edm), myCountdown banner, External DigitalDigital

& Social

At home

In-store

Mailer

Radio, Window poster, Wobbler

Facebook, Online shopping - Homepage banner, Department banner

At home

In-store


Post campaign analysis

28 |

$ sales

18%

Unit sales

3,200

Brand haloFeatured product

$21k

89%

13%

Online sales

At the Countdown Media Hub we recognise how important post campaign evaluation is to understanding the results and ROI for your campaign.We will work with you to identify what success looks like for your brand, and can create evaluation reports using the range of analysis tools available across the Countdown business.

All multi-channel campaigns with a media value of $35,000 or more will receive a standard post campaign overview.

Bespoke, more advanced campaign analysis reports are available subject to reporting requirements and data availability. Utilise sales & units

measurement to provide a view of success

Simple briefing process via Media Consultants

2 week turnaround time from end of measurement period

Key media statistics and results included

Reporting overview and output

Key questionsDid the campaign drive incremental sales?

Did the campaign have a positive impact on brand?

Did customers engage with the offer?

How did on-line perform?

How can it help your business? Provides an overview of campaign activity Enables measurement against success factors Justify media spend Inform future media planning

Example outputs

Example insightsMedia helped drive 24% growth in $ sales

The halo effect of the campaign was an additional $72,000 in sales across the brand

12,341 customers redeemed the offer or took part in the promotion

Online sales accounted for 36% of total growth

Methodology Campaign measurements include; pre and post campaign, YOY or period on period Results drawn from total sales and units data On-line sales shown separately Analysis for participating products and overall brand

Post Campaign Analysis

Post campaign overview


Creative Specifications & Deadlines

Creative specifications

Media deadlines

All creative templates and media specifications can be located at our online portal:URL : Canopyapp.netUsername : [email protected] : supplier1

Our lead times ensure that your activity is approved by all the necessary teams within Countdown and that your artwork is accurate and within specifications.

Campaign creative that is provided past these deadlines may result in the planned live date of the activity being delayed.

Lead times highlighted below are for the provision of the final campaign creative from suppliers. All deadlines are based on a specific number of weeks out from live date.

To ensure that your campaign goes live as planned, it is important that artwork is provided in the correct format and all lead times are adhered to. Mailer

8 weeks

Commercial Radio

4 weeks

Outdoor 4 weeks

In-store radio 3 weeks

Aisle Fins4 weeks

Online Shopping3 weeks

Online Delivery Sampling3 weeks

Aisle Fins & Pad5 weeks

Email 6 weeks

Social4 weeks

External Digital4 weeks

Image Tickets3 weeks

Headers & Decals 4 weeks

Neck-tags & on-pack stickers

3 weeks

Posters3 weeks

Floor Graphics4 weeks

Product Spotters4 weeks

Checkout Media 4 weeks

Sampling3 weeks

Direct Mail 6 weeks

Digital & Social

Out of home

At home

In-store

Creative specifications & deadlines

mediahubCONNECTING

BRANDS ANDCUSTOMERS

To learn more about the Countdown Media Hub, please contact the appropriate Media Consultant

or send us an email at [email protected]

mailto:countdownmediahub%40countdown.co.nz%20?subject=

media hub - countdown...fiffi˝˙ˆffˇ ˘ | 5 the countdown media hub is fully integrated into the...

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