WHO WE ARE
Who is TorchMedia
TorchMedia is Australia’s only media network dedicated solely to the retail environment. We partner with leading retailers to provide our advertisers with high quality advertising formats that communicate to shoppers in a spending mindset.
Covering every major shopping occasion – including Grocery, Liquor and Pharmacy – the TorchMedia network provides advertisers with access to more than 30 million shopper transactions each week, across more than 3000 unique locations nationwide.
We know how shoppers behave, how purchase decisions are made, and how to help our advertisers create the right balance of brand and call to action that lead to your brand in the shopper’s basket.
It starts in-store – the shelf-back planning model
It’s a startling statistic – 70% of brand decisions are made at the shelf. While the majority of shoppers use a list to aid their frequent visits to the shops, these lists at best record a category of item to purchase. Less than 20% of people ever write brands on their list.
So why not start planning your campaign at the “moment of truth”, that is, the point at which a shopper puts your product in their basket?
At TorchMedia, we call this “shelf-back planning”. Instead of starting with a big idea for a TV campaign, for example, begin where the shopper ends. Shelf-back planning doesn’t mean shifting a large proportion of your media spend into shopper media. It means understanding the impact of shopper media on your whole campaign, and the role that shopper media plays in the marketing mix.
TorchMedia has conducted extensive research with Australian brands and shown that this approach can have a significant impact on your sales figures and give your brand a powerful edge over your competitors.
The TorchMedia in-store network is the largest in Australia. Covering the Woolworths grocery network of 800+ stores as well as major liquor stores and pharmacies, the in-store network is at the heart of TorchMedia’s Shopper Media portfolio.
Along with the Grocery channel, the TorchMedia network also covers the Mall, Liquor and Pharmacy channels – in other words, every major shopping occasion.
Our advertisers use Shopper Media to communicate with shoppers along every point of their path to purchase.
The media multiplier effect
Advertising creates brands and encourages desire and aspiration over a long period of time, while sales activation drives sales in-store by encouraging brand selection at the moment of purchase decision.
When used in concert, advertising and sales activation is a powerful combination. At TorchMedia, our research department conducted an extensive investigation into the incremental sales that can be achieved by FTA TV and shopper media in combination.
Our figures show that campaigns can achieve up to 30% increase in schedule delivery for the same cost, versus FTA TV alone.
We call this the “Multipier Effect”. If you would like to see how it works for your category, please ask our sales representatives for a presentation.
Couch to car park to cash register – the shopper journey
Human memory decay has long been an issue for brands and marketers, who battle to build strong brands with communications that last. What we see on TV in the comfort of our living room is furthest from our minds when rushing around the supermarket or enjoying leisure time at the mall.
The role of mainstream communications is to build brand equity, to encourage desire and aspiration over the long term. This is the “couch” zone.
Shopper media fills the crucial last 20 minutes, as the shopper makes their way to the shelf. In the “car park zone” the aim of communications is to trigger short term brand recall with engaging communications.
In the “cash register” zone, where 70% of purchase decisions are made, the aim of communication is to activate and persuade, with a strong call to action.
Shopper media plays a crucial role in the media mix. It can:
- Dovetail with mainstream above-the-line media campaigns
- Leverage and Boost latent / unaided awareness
- Finalise ATL communications and bring the Brand Message
and Call to Action to life
- Drive brand selection in the transaction zone
- Result in your brand in the customer’s basket