When the Campbell Soup Co. introduced its new Prego Pasta Bake sauce, it opted to test an in-store media vehicle that would not only grab consumers' attention, but also help explain how the product was unique.
The Camden, N.J., company used an interactive floor ad from FLOORgraphics that featured flashing lights and audio to educate the consumer that the product was not just another pasta sauce, but a meal kit of sorts. Users simply need to mix the sauce with water and uncooked pasta -- and cook in the oven for a baked meal.
"It's a great product, but it needed a little explanation because it is very different from the other pasta sauces out there," said Constance Hughes, senior promotion manager for Campbell's sauces and prepared-foods division.
"The audio portion of the promotion really helped us there, and our sales force loved the promotion," Hughes added.
Under the promotion, Campbell had six linear feet of communication, as well as the lights and sound.
"It gave us a great opportunity to talk to our customers, and tell them how our product was different," said Hughes.
Hughes said that the company is still waiting for the results of the recent test run. "We hope the promotion not only helped us to move more units per week in the stores in which it ran, but also more importantly helped consumers better understand the product," Hughes said.
As more and more brands compete for what seems to be less and less shelf space, it has become imperative for brands to stand out in the aisles -- the place where most consumers decide what they will actually buy.
And as retailers move toward a "less clutter" policy in their aisles, marketing devices like in-store video, radio and strategically placed interactive advertisements can help brand marketers grab the customer's attention while abiding by the retailer's rules.
The "Flooranimation" ads that Campbell's tested mix audio with in-store signage, said Richard Rebh, chief executive officer, FLOORgraphics, Princeton, N.J.
"They take the best of radio and the best of billboard advertising and bring it together right at the point of sale," he said.
FLOORgraphics' ads are triggered when a customer steps on a sign on the store floor. Lights and recorded sounds, which may include the product's latest jingle, are then played, Rebh said.
Early adopters of the product include Procter & Gamble and Gillette.
"Brand marketers can really do a lot with the signs," Rebh said. "Take the Pampers brand. We put together a series of signs that when stepped on, released sounds of babies giggling and other comforting sounds that people associate with the product. So, brands can use the ads to reinforce national ad campaigns, or to build stronger bonds with its target customers." The future of in-store advertising revolves around using technology wisely, said Joe Casper, vice president of communications at Point of Purchase Advertising International, Washington, the trade association for the POP advertising industry.
"Right now, only one-third of all in-store displays have advertisements attached. What a waste," Casper said.
If retailers and manufacturers work together and utilize endcap space, embrace the new high-tech marketing tools, and ensure that all perimeter displays tie in with product promotions at the shelf, then brands can use the retail floor to grow their business, Casper said.
Video can be the ultimate seller. Customers about to make a purchase can see a product in action, or see others enjoying the product -- instant testimonials at point of purchase.
In-store video is being shaped by companies like TEP Systems, Bloomington, Minn. The company -- which has created customized in-store video programs for General Mills and Frito-Lay -- has developed a new digital video system that is completely interactive, and takes up little shelf space.
The system, called DVS, has a small 6.4-inch screen, has no moving parts and is thus more reliable, and since it uses digital flash video, updating the content is simple and affordable, Boderman said.
"As store space gets increasingly scarce and much more expensive, we needed to design a video application that was small, affordable and informative," said Neil Boderman, president of TEP Systems. "With the digital video application, customers can learn all about a new product, or see why they should choose one brand over another."
Boderman said that sales have doubled for products that are marketed with video applications. Boderman also said that his applications can also utilize DVD technology, and offer demonstrations in multiple languages.
Over the next several months, several manufacturers will begin to test-market TEP's new video application in stores, according to Boderman.
Brand marketers are also continuing to grab customers' attention while they shop by using in-store radio to target key markets. In-store radio has become so technologically advanced that smaller, local marketers can utilize the service to reach specific geographic areas.
A small specialty company can target select regions of the country thanks to technology advancements in satellite radio, said Mary Kay Hall, vice president of client services at Broadcast International, an in-store radio company.
Broadcast International partners with Muzak to place manufacturers' ads in stores, working closely with retailers to create tie-ins to the audio advertisements. "We can cover the whole country, or split a signal so that it could send advertisements to a single store," Hall said.
Casper said, "Nowadays, it's all about narrowcasting. It takes a lot of discipline and organization, but marketers are beginning to target areas closely, integrating local flavor into their in-store promotions."
Greg Henderson, senior vice president of advertising at News America, New York, a company that sells in-store radio airtime, said that the new trend in radio advertising is combining audio and visual displays.
"A company can have a radio spot promoting a new product, and when you get to that section of the store, there will be a tie-in floor graphic or cardboard placard," Henderson said.
Henderson added that most manufacturers who use radio ads to promote new products or to breathe new life into established brands normally see an average rise in sales of 8% to15% when using in-store radio ads.
On-Site Networks, New York, creates original content that runs in supermarkets through the company's Women's Supermarket Network. The network broadcasts via satellite to supermarkets across the country and focuses on female shoppers.
The content features former "Good Morning America" host Joan Lunden, who has helped boost the network's visibility, according to Emily Stein, head of public relations and promotions at the network.
"Joan is one of the most trusted women in America, and has been a consumer advocate for years. Having her on the show has had a great effect. We have done research which proved the effect was overwhelming," Stein said.
Since it is broadcast via satellite, Stein said that the content is very customizable. Advertisers can target certain age groups or geographic regions better than with print campaigns.
The content airs in the deli section, where Stein says shoppers have more time to pay attention to multimedia displays.
"We used to have video in the aisle, but shoppers just go right by without paying attention. Since we have original, informative content, it's important that people actually watch the show for a longer period of time.
"So, we put the video in the deli section, where people have a typically seven- or eight-minute wait. The ads are integrated into the show, creating something valuable and informative for the viewer," Stein said.
Timely, original content is what sets the Women's Supermarket Network apart from other in-store video vendors, and helps clients like Kraft sell its product.
"You can't sell anything without good programming," Stein said.
On-Site Networks is currently moving into a licensing format, where retailers can utilize the content and customize the application to meet its core customer base, and work more closely with advertisers, which creates more opportunities for tie-ins and other additional promotions.
