Media kit FY21 - Cartology NZ
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
media kit FY21
Why Cartology?
We create data led marketing solutions to connect brands with customers at
moments that matter most.
Cartology gives you access to some of New Zealand's most
valuable and unique media assets. We position your brand
where it needs to be on the customer’s path to purchase,
including the critical final step of the shopping journey.
Our marketing solutions are built on rich and detailed customer data, giving
you unprecedented insights into campaign effectiveness and bespoke
solutions to meet your brand objectives.
Every campaign focuses on our three core principles:
⬤ Customer personalisation
⬤ Data-led connections
⬤ Continuous results
Cartology is part of the Woolworths Group, and the
exclusive provider of media for Countdown Supermarkets.
The Cartology team is the central hub
How we work
for all supplier marketing initiatives
across Countdown. We provide an
integrated, end-to-end, media solutions
service that connects your brands with The Cartology team is fully integrated
our customers. into the Marketing and Category teams, Plan Deliver Evaluate
whilst working in unison with all of our
We are aligned with the Countdown Marketing and supplier partners.
Category teams, enabling us to plan and execute
campaigns at the most impactful times for our This enables us to build effective plans that; align Media Campaign Media
customers and your brands. with the Countdown strategy, run in conjunction Consultants Specialists Analysts
with category priorities and deliver against individual Multi-channel Efficient, accurate Evaluation of media
Through Cartology, we provide our supplier partners supplier campaign objectives. campaign planning and timely delivery effectiveness and
access to some of New Zealand’s most valuable and shopper marketing of campaigns measures of ROI
media channels and the opportunity to talk to a This ensures that we provide consistent, relevant activations
captive audience, both in our stores and online. and impactful communications to our customers
at all times. Cartology provides a comprehensive, The team has expertise in all areas of campaign activation.
We create data-led marketing solutions to full-service solution, from campaign conception, From understanding your objectives and planning the most
connect brands with customers, at moments that to execution and evaluation. effective media mix, to implementing the campaign and
matter most. undertaking relevant post campaign evaluation.
184 Countdown stores
2.9+ million transactions weekly
1.9 2.4+ million 2.5+ million
Visits per week searches per week for Onecard
made by the grocery products on members
average shopper countdown.co.nz
73.6 million 1.6+ million 1.9 million
Online page views personalised online users weekly
per month messages weekly Shop.countdown.co.nz
Successfully targeting grocery buyers
Want to drive
awareness,
consideration
AWA
RE
NE
SS
and purchase?
Online
External
delivery
digital
Online sampling Social
shopping
Personalised Direct
email mail
Cartology Digital
Promoted screen
Products network
OUT OF
Our multi-channel media On pack
STORE
Digital mailer
PURCHASE
stickers
solutions enable brands to
reach customers at every Neck tags
FRONT OF
Posters
AT SHELF MEDIA STORE
step along the path to In-store radio
Image tickets
purchase, providing unique IN AISLE
opportunities to influence Product
Spotters
Checkout
media
their purchase decision. Aisle fins
Category
specific
media
In-store
Floor graphics sampling N
IO
Cartology connects your
A T
E R
ID
CONS
brand to our customers, at the
moments that matter most.
Customer communication pillars
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.
Category Seasonal
Events Events
Introduce and highlight NPD Inform, inspire and educate Drive trial and excite Participate in category-led Communicate at key times
The launch is a key stage in the The ‘Try Me’ pillar is used to with offers initiatives throughout the year
product life cycle. It is important inspire and educate customers at Reach our most valuable Promote your brand across events Seasonal events and themed
to make customers aware of the key activation moments. It is an customers through exclusive in specific categories, through activations are an integral part
product, provide them reasons to opportunity to remind customers promotions that engage with promotions, giveaways and stand- of our customers lives, providing
purchase and stand out from the of product benefits, unique selling the shopper, motivating them to alone mailers. These events are them with additional reasons
competition. The Countdown pink points and provide new ideas and shop the range of your products, key growth drivers, helping to to purchase. They present
is a key differentiator, with shoppers suggestions on product use build brand love and switch from draw in new or lapsed customers, opportunities for your brand to
associating it with new products competitors whilst driving incremental sales for leverage our campaigns, putting
participating products your product front of mind at
relevant times throughout the year
AWARENESS Out of store
Online shopping
Countdown's online
Engage and influence the fastest shopping website attracts
growing customer group 73.6 million
pageviews
iPad 9:45 AM 100% iPad 9:45 AM per month
100%
Build your brand and drive sales with visually rich and
engaging advertising solutions, including:
⬤ Banners (Homepage, Department, Product group
and Search) Free Vector (.ai, .eps) Free Vector (.ai, .eps)
iPad Air iPad Air
⬤ Branded shop
Media information
⬤ Key brand or price messages
Mock Up
⬤ Feature at the top of the page, driving awareness,
Mock Up
trial and stand-out
⬤ High growth medium, with a higher than average
basket spend
Designed by: ZQ | www.designbolts.com Designed by: ZQ | www.designbolts.com
Out of store
Direct mail
Print communications delivered directly
to our most valuable customers,
helping them plan for their next shop
and providing solutions to inform their
buying decisions
NEW NEW
$1
Reach 2.5+m active Onecard customers OFF Any pack purchased
from the UNCLE TOBYS
Oats Quick Sachet range
*See back for terms & conditions.
Offer ends 10th September 2018.
Audience Targeted
Opportunities A4 Letter DL Postcard Bespoke DISCOVER DELICIOUS
NEW FLAVOURS
A nutritious and delicious breakfast.
Media information
NEW
NEW • No artificial colours, flavours
or preservatives
• Made with whole grain oats
⬤ Target specific customer segments with one-to-one 4.0
HEALTH STAR
RATING
communications
⬤ Reduce media wastage, through personalised and Exclusive to
New Zealand
Permit No.
granular targeting
⬤ Drive trial, brand perception and conversion through Mr Alan Sample
Flat 1
promotion and sampling 123 Sample St
Sample Suburb
Sample City
999999
Progressive Enterprises, Private Bag 208045, Highbrook, Auckland 2161
Exclusive
to Onecard
MAGGI ®
is chang
the way ing
it looks
MAGGI®
is giving
packs a it’s Gravy
fresh new
still keep lo
ing the sa ok while
great tast me
e….
50c off co
on the ot upon
her side
This offer has
been sent
If you no lon to you by On
ger wish to ecard. In acc
receive pro
motional offe ordance with the Priv
rs from On acy
ecard or wou Act 1993, your nam
ld like to upd e and
ate your add address have not bee
ress please n provided
visit countd to Nestlé New
own.co.nz
or phone 080 Zealand Limited.
0 40 40 40(
Mon-Fri 8am
-8pm, Sat/Sun
9am-4.30pm
)
Out of store
Personalised 1:1 eDM
Drive awareness and trial of your brand Reach
• Relevant customer
with a direct 1:1 approach reaching highly segments, more likely to
engage with your brand
engaged, valuable customers powered
by New Zealand’s largest customer
personalisation engine.
Audiences are selected based on purchasing behaviour, Encourage
ensuring campaigns are highly relevant and effective.
• Trial through the
⬤ 956,000 email subscribers use of targeted offers
and promotions
⬤ Personalised retail messages deliver 5x better results
than traditional methods
36% Open rates
4.1% Click-through rates Automatically
• Load offers to the
4% Redemption rates customers Onecard,
through our targeted
offer platform
Out of storeOnline delivery sampling
Surprise and delight customers by
giving them the opportunity to
trial your product.
Reach Campaign dependent
Audience National or targeted
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
Out of storeExternal digital
Targeted advertising via multiple
display networks.
Reach Campaign dependent
Audience National or targeted
Opportunities
⬤ Multiple banner formats
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
Out of storeSocial media
Utilise Countdown’s social 73%
community to drive interaction
of Kiwis use
Facebook
Engage with
with your brand.
360K
Drive interaction with your brand to grow customer Countdown
engagement and shareability. shoppers
across 2.3m
Create dynamic content for your brand to encourage Facebook
interaction with Countdowns' engaged social access
community. Facebook
everyday
Reach 360,000 followers
Audience National or targeted
Opportunities
⬤ Facebook (Wall posts, Dark posts, Giveaways). Kiwis login
⬤ Bespoke content on average
Media information
14 times
a day
⬤ 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
Out of storeAWARENESS Front of store
Digital screens
Countdown’s Screen Network
is New Zealand’s most
impactful solution for building
brands and driving awareness.
Prominently placed at store entry, the 65” digital
screens provide rich, dynamic content and a
strong call to action to deliver engaging brand
and promotional messages to influence customer
behaviour.
When customers cross the threshold into
store, they switch to shopping mode.
155 100% 1 in 6
Maximise awareness and consideration
Prominent
store entry stores currently have on target reach against share of voice
a digital screen at the
of your brand at the most influential point location entrance grocery buyers @ 10” slot length
on the path to purchase.
Front of storePosters In-store radio Checkout media
Communicate key messages at store Maximise impact in-store through The last opportunity to communicate
entrance and off-location an audio communication with customers before they exit the store
Reach Reach Reach
2 million+ shoppers per week 2 million+ shoppers per week 2 million+ shoppers per week
Audience Audience Audience
National National National
Opportunities Opportunities Opportunities
Window poster (A0/A1) Multiple frequency, spot length and creative variations Checkout wrap, Checkout bar
Off-location posters (A3 or A4)
Media information Media information
Media information Communicate clear and simple messages Stand-alone medium, not competing
Product and price messaging around price and promotional activity with any other channel
Increase brand presence across the store Raise share of voice in-store Last message before the customer
Add impact to off-location displays Navigate customers to the location of your product completes their transaction
Ideal for products with a lower frequency of purchase
Front of storeDigital mailer CD NI 30 PG29
TE WHAKAORANGA TANGATA - PERSONAL CARE
Nivea Sunscreen
Lotion SPF50+
400ml
Johnson's Body Wash
1L
Libra Pads 10-18s or Stayfree Pads 10-16s
Excludes Libra Invisibles 10s/12s
G R E AT
PR ICE
$
18 each save $2
save from
$
298
6
$ $
7
any
Banana Boat Aloe
Vera Gel
230g
2for
each
Drive brand awareness to a
Colgate Head & Lynx
G R E AT Advanced Shoulders Antiperspirant
PR ICE Whitening Shampoo or Body Sprays
650
Toothpaste Conditioner 165ml
$ 170/190g or
Optic White
350-400ml Dove Aerosols
250ml
each Mouthwash or Clinical
500ml Aerosols 180ml
mass audience with over 60K 5 8 5
$ $ $
each each each
Nivea Sunscreen Colgate-Palmolive Ltd, Wellington
Lotion SPF50+ 25% Off Rimmel Impulse Body Berocca
100ml Cosmetics Spray 45s
Rimmel Lasting 57g
unique page visits weekly.
Finish or
Match Perfect
Foundation 30ml
G R E AT
PR ICE
$
10 each
$
1490
now
each
$
350 each
Bayer, Auckland
$
20pack
Always read the label and use as directed. Vitamins are supplementary to a balanced diet. TAPS PP7080
Reach Natural Toothpaste
120g
The toothpaste with no box
- and less waste
$
3each
CD NI 30 PG30
TE WHAKAORANGA TANGATA - PERSONAL CARE
G R E AT
PRICE
$
18
Countdown customers actively
each
seek out products and offers in
the mailer. TE WHAKAORANGA TANGATA - PERSONAL CARE
CD NI 30 PG30
G R E AT
Showcase your brand using
G R E AT
PRICE PRICE
18
10
G R E AT
$
PRICE $
1750
each
$
each
high impact, full page or banner
each
Cancer Society Sunscreen Cancer Society Sunscreen Cancer Society Sunscreen
Lotion SPF50+ 400ml Spray SPF50+ 175g Lotion SPF50+ 100ml
ads with powerful ‘shop now’ $
G R E AT
PRICE
17
50
$
G R E AT
PRICE
10
BE IN TO
functionality to maximise
each
each
Cancer Society Sunscreen Cancer Society Sunscreen Cancer Society Sunscreen
Lotion SPF50+ 400ml Spray SPF50+ 175g Lotion SPF50+ 100ml
shopper response.
BE IN TO
THE ULTIMATE CRICKET
THE ULTIMATE CRICKET
ROAD TRIP FOR FOUR
ROAD TRIP FOR FOUR
including match tickets including match tickets
Purchase any two Gillette or Oral-B products,
swipe your Onecard and go in the draw to WIN
Club Purchase any two Gillette or Oral-B products,
Price swipe your Onecard and go in the draw to WIN
27
$
14 99 Club
Official Partner of
$ Price
14
each
Oral-B Vitality Gillette Fusion 5
$ 99
27
Official Partner of
Power Toothbrush Shaver Kit
each
Promotion runs between 18/01/2021 and 14/02/2021 and winner(s) will be drawn on 18/02/2021.
See countdown.co.nz for terms and conditions.
NON-CLUB PRICE
$ 1999 $
each
Oral-B Vitality Gillette Fusion 5
Power Toothbrush Shaver Kit
each
NON-CLUB PRICE
$ 1999
Promotion runs between 18/01/2021 and 14/02/2021 and winner(s) will be drawn on 18/02/2021.
See countdown.co.nz for terms and conditions.
Out of storeCONSIDERATION In aisle
Aisle Fins Floor Graphic In-store Sampling Category Specific Media
Signpost your brand and create High impact medium that grabs Encourage customers to trial Category specific opportunities
cut-through in-aisle the customer’s attention in-aisle your product when they are in throughout the store
Reach a buying mindset Reach
Reach
2 million+ shoppers per week 2 million+ shoppers per week Reach 2 million+ shoppers per week
Campaign dependent
Audience Audience Audience
National National Audience National
National or targeted
Opportunities Opportunities Opportunities
Fin (sml or lge) Multiple sizes (sml, reg, med, lge) Opportunities Aisle-end headers
Fin & Pad (sml or lge) Various daily sessions on a store Door decals
Media information by store basis Chiller decals
Media information Disrupt the shopper journey in-aisle.
Place your brand at the forefront of Highlight product location and navigate Media information Media information
the shopper’s mind at shelf-edge. customers to your brand. Drive trial and conversion. Bespoke opportunities, tailored to
Highly visible, throughout the aisle. Multiple positioning options available Introduce customers to NPD location and in-store space.
Inspire and educate at the point of purchase. or new SKU variations. High stand-out media in specific
Educate customers on product areas of the store.
features and benefits. Available in selected stores,
dependent on format
In aislePURCHASE At shelf
McCain
Garden Greens 230
$
each
Drive selection and
purchase of your
500g
brand at the ultimate
While stocks last. Valid Monday 16 July to Sunday 22 July 2018. RaPiD_PP_WK04
special
$
250 each
Heinz Seriously
+
$
350
San Remo
each
= decision point.
Good Pasta Bake Lasagna Large
Highlight specific
Range 500-525g Family Pack 375g
While stocks last. Valid Monday 18 June to Sunday 24 June 2018. RaPiD_PP_WK52
products at the shelf
Product Spotters Neck tags and Image Tickets edge – driving navigation
Highlight specific products
On Pack Stickers High impact medium that grabs
to your brand at the final
moment that matters.
at shelf-edge Additional communication that the customer’s attention in-aisle
Reach can be added to the product Reach
2 million+ shoppers per week 2 million+ shoppers per week
Reach
Audience 2 million+ shoppers per week Audience Aid navigation so customers
National National can easily find and
Audience
Opportunities National Opportunities
purchase your product
Right angle identifier 4UP Ticket
Wobbler Opportunities
Neck tag Media information
Media information On-pack stickers Highlight product, along with key
Brand or product and price messaging. price communication.
Call-out the product within a specific bay, Media information Low cost medium for driving
Combat brand switching
over and above competition. Promotional or educational communications. stand-out on shelf. away from your brand
Visible down the aisle or facing the shelf. Increase stand-out on-shelf. Multiple price mechanism at the last moment
Time sensitive and seasonally templates available.
relevant messages.
At shelfPost campaign analysis
Cartology performance model
Cartology Performance Model is our proprietary
Redefining campaign performance and reporting
measurement tool that provides clients with unparalleled
closed loop reporting.
Efficiency MEDIA CUSTOMER
Working with our partners at Quantium and CountdownX, we model the METRICS METRICS
millions of weekly shopper journeys through our physical and online stores
Transactions Active Buyers
to determine the media customers have been exposed to, and the effect
that media has on purchase behaviour. Volume of customer % of customers that
shopped the category
This market leading capability allows us to provide clients with transactions during
in the last 12 weeks
the campaign period in
sophisticated and insightful reporting that showcases media, audience stores where campaign
and sales metrics, enabling clients to understand their true return on activity featured
advertising spend (ROAS) for every campaign.
Reach Engagement Rate
Number of unique customers % of people who opened,
exposed to brand messaging, clicked or activated an ad -
Cartology performance model - how it works!
both in-store and online, e.g. 1:1 WW Rewards email
across the campaign period Created by Gregor Cresnar
from the Noun Project
Transaction Journey Campaign
level view view view
Effectiveness SALES
METRICS
New Customers Campaign Store Sales
Every product in Map products to Harmonise online Deliver a single Number of Everyday rewards Total value of sales of SKUs
every basket shelf location and offline data campaign view customers who purchased the directly supported by brand
brand, that had not purchased messaging in stores where
in the last 12 months Created by Norbert Kucsera campaign activity featured Created by The Icon Z
from the Noun Project from the Noun Project
End of campaign
reporting for
every Cartology
campaignWant to know more?
Get in touch to discuss how to better connect your brands
with our customers at moments that matter most.
Visit our website Cartology.co.nz or email us
info@cartology.co.nz
Figures quoted in this kit are accurate as at the time of publication and are
subject to change.
Please note that the results of case studies quoted in this kit may not be
indicative of future results.
Results depend on a variety of factors unique to each client.You can also read
