Broadcast of advertising clips on screens at check-outs and product shelves

DESCRIPTION OF CAMPAIGN

Category of product: Peanuts
Tool of sales promotion: Broadcasts on displays at check-outs
Video clip: 15 sec with sound
Campaign period: 2013.01.04 – 2013.01.21
Campaign type: Proposal – buy two products get pica for 1 LT
Product pricing: Regular price
Place of sale: 26 Maxima XXX, XX supermarkets in LT
Campaign budget: 2230 euro / 2 weekss

During the research, 2-weeks sales data during and after the advertising campaign have been compared in 26 Maxima XX and XXX supermarkets with the period before advertising campaign. Sales promotion – screens near the cash desks (26 supermarkets). Sales video clip was broadcasted “Buy 2 packages, bring it to pizzeria and eat pica for 1 LTL”
RESULTS OF SALES DATAS

Sales data average of 26 supermarkets is provided by percentage in graph

Source: UAB „Maxima LT”, 2012

According to the sales data submitted by Maxima LT, UAB the sales of the advertised product “A taste” increased by 263,8%, “B taste” increased by 204,7%, “C taste” increased by 210,4% or the average of all three products 226,3% in comparison with the initial level of sales. During the promotional campaign it was use sales influence actions: for 1st week – price drop, 2nd week – product degustation. During the campaign products were placed at check-outs, after campaign products were placed back to shelves.