WHAT WE DO
TorchMedia connects brands and shoppers at the moment of truth, when the purchase decision is made.
More formats than ever before
Shopper media is the antidote to the downward spiral of discounting and price promotions. When shopper media is central to your campaign, it can add value to the shopper experience in-store and beyond.
Research conducted by TorchMedia and Directional Insights showed that shopper awareness of in-store activity is very high, with specials and promotions increasingly influential on purchase decisions.
TorchMedia offers formats including digital screens, in-store radio, take-home leaflets, sampling and more, to enhance the shopper experience, and offer information, education and inspiration.
Campaigns that add value can offer, for example, recipe ideas, introduction to new flavours or variants, nutritional information and product usage demonstration.
What’s Unique about Shopper Media
- Shopper Media is the last point on the Path to Purchase
Including shopper media in the mix can pull an expensive TV campaign through into the store. We call this connecting the Couch to the Car Park to the Cash Register. Think of the “couch” as the long-term branding zone, the “car park” as the short-term brand recall zone, and the “cash register” as the sales activation zone.
- Shopper Media talks to Shoppers (not consumers)
There is an important distinction between a consumer and a shopper. Once a person enters the retail environment with their wallet in hand, ready to spend, they become a shopper. More than 70% of purchase decisions are made in-store, brands communicating with shoppers have a definite advantage over the competition. Another point to note: the shopper is not always the end-consumer, think mum buying cereal for the kids.
- Shopper Media influences “brand switching”
Effective use of shopper media can change behaviour and lead directly to a purchase. In today’s hyper-competitive market, consumer loyalty is no longer a given. Almost 9 in 10 shoppers deviate from their shopping list.
- Shopper Media cannot be turned off
Unlike the TV or radio, shopper media is not reliant on content for its existence, nor can it be avoided. Try switching off a decal on the freezer door as you reach in for the ice cream. But remember, any shopper media campaigns should enhance the shopper experience, not detract from it.
- Shopper Media works! And TorchMedia has the research to prove it
The moment of purchase decision is one of the few times that consumers actually pay attention. This is a golden moment for advertisers. TorchMedia and its research partners have conducted extensive studies that show the most effective use of shopper media to boost sales.
Research – our dedication to the effectiveness of shopper media
TorchMedia, with our research partners Synovate Aztec, has spent three years conducting transaction based campaign studies, providing detailed insights into the effectiveness of shopper media. To date, the study has included more than 300 campaigns, making it the largest ever study of its kind in Australia.
TorchMedia has also commissioned qualitative and quantitative studies into shopper behaviour, including mall and supermarket visitation, and shopper attitudes towards advertising.
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