Advertising solutions for Avrocid in the Nigerian marketplace
Moodboard
DRINKING LIFESTYLE ON THE GO
HEARTBURN
SPICE
RICH FOOD
ACID REFLUX
1 2
Concepts
3 4
Concepts
5 6
Concepts
7 8
Concepts
Pay Off Lines
Beat the heat Beat the burn Break the burn Ban the blaze Ban the burn Banish the burn Beat the belly blues Beat the belly bloat Beat the blaze Calm the inner storm Calm your core Inner calm Cool your core. Fast. Cool to the core Cool the cauldron
Fast acting liquid cool Soothe the storm Settle the storm Simmer the storm Soothe the stomach storm Soothe you Soothe your stomach, fast Soothing stomach relief Rapid response Flatten the flames Restore your natural balance, fast Rapid acid protection Triple action antacid Rapid, effective relief Soothing acid relief
Point of Sale
The following options can be used as a ‘menu’ for selecting the right messaging tools for each store type. A combination of 2, 3 or 4 solutions for each store type may be necessary to reach the required return on investment. Shelf Edge Labels
Wobblers
Shelf edge labels (SELs) are amongst the most commonly used POS type in the UK retail market. Cost effective to produce, they attract the customer to the product and display critical information such as special offers or product USPs. Different formats of SEL are available to display information in varying angles and directions. For Avro products, we suggest producing a SEL which reaches out to the customer a little more than a flat, horizontal counterpart.
Wobblers are designed to display similar information to a SEL but involves an added element of movement to the USP. For example, the following wobbler can be deployed in small independent pharmacies through to large supermarket chains:
SELs are suitable for: Independent pharmacies, supermarkets and open market stores.
Wobblers are suitable for: Independent pharmacies, supermarkets and open market stores.
A wobbler can be attached to a SEL (such as the ‘Alcatel’ example below), combining two marketing pieces in one solution.
Point of Sale
Counter Display Unit
Floor Graphics
Displaying product on a shop till area or counter encourages late buying decisions; customers who may not have planned on purchasing the product on display on entry to the store may be drawn to the display and make an unplanned purchase. The counter serves as a very convenient location for busy customers who may not have the time to seek out the product they require within the aisles of the store.
Although most POS displays are designed to be situated at eye level, a visually stunning floor graphic on entrance to a store can be as compelling. The graphic can include ‘footsteps’ or directions to the aisle where the product is stocked, or it can be positioned on the floor adjacent to the shelf.
Compact and simple to manage for store staff, a CDU can increase sales at the point of sale, the counter, giving the product maximum exposure (especially if customers are forming a queue).
Floor graphics are suitable for: supermarkets and some independent pharmacies (larger pharmacies with a greater footfall).
CDUs are suitable for: independent pharmacies and some open market stores.
Hard-wearing and versatile, floor graphics can make a bold statement in-store, whilst directing customers to Avro product shelves.
Point of Sale
Ceiling Hanging Displays
Pavement Sign
Promotional displays hanging from the ceiling can assist customers in finding the product they are looking for in a large store. They can also act as a prompt to a browser, particularly if the display is detailing a special offer or promotion. They can be hung using specially designed components but will require installation from the POS supplier.
Pavement signs are placed outside the store on the walkway to welcome opportune customers in during opening hours. They can display any marketing message and can rotate, swing or even contain an LCD display to communicate a message electronically.
Given the size and proximity of this type of display, their suitability is limited to use in large supermarkets.
Pavement signs are suitable for: independent pharmacies and open market stores.
Point of Sale
Tent Cards
Free Standing Display Units (FSDUs)
A cost effective and ‘one size fits all’ solution to marketing products in store, a tent card is versatile and simple for store staff to maintain. Designed in either portrait or landscape, they are produced using sturdy card for durability. Printed with a marketing message or a simple brand logo, tent cards are a commonly used marketing tool used in many stores in the UK. They are usually placed on top of the product and/or on the shelf. An example of a tent card is shown below, in both landscape and portrait formats:
Similar to a CDU (Counter Display Unit), a FSDU serves the same purpose, in larger proportions. A store with more allowance on floor space is required, as they are usually positioned in aisles or gondola ends. For a more assertive approach, they can be positioned at the front of the store as the customer enters. They can contain product and literature, and can be fitted with literature dispensers containing information about Avro. A competition could be offered to customers on a piece of literature, providing Avro’s marketing department a data capture opportunity on their target market. The FSDU itself can carry any branding and marketing message and be bold and standout in its design.
Tent cards are suitable for use in supermarkets, independent pharmacies and open market stores.
FSDUs are suitable for use in supermarkets and some larger independent pharmacies.
Point of Sale
Summary There are many factors involved in deciding which POS to deploy in each store type, most of which have been outlined in this proposal. It is advised that Avro choose a selection of the options above for each type of store, for example:
Independent pharmacies: Tent cards, wobblers, SELs Open Market Stores: SELs, CDUs, wobblers, pavement signs Supermarkets: Floor graphics, ceiling displays, SELs, FSDUs, wobblers. Selecting the right mix of marketing collateral will optimise sales in each given environment, and reinforce the Avro brand within the target audience. All of the above options can be tailored to Avro’s specifications and requirements. Print volumes can be scaled up or down to match the budget.