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2015
mediapack
woolworthsmediahub.com.au
effective,customer focusedmedia- where it counts
FRONTBACK
Dear Trade Partner,I am very excited to announce the establishment of the Woolworths
Media Hub and to share details on the suite of assets that our new Woolworths Media Hub will make available to you.
We have recently undertaken our largest study on the customer shopping experience in our stores. The insights from this research reaffirm some
vital merchandising principles that can enhance our customers’ shopping experience.
Our customers are telling us they are looking for inspiration when in store, they also want clearer communication when a new item or new range is available and to make it easy for them to identify great value. Most importantly our customers have asked us to make the shopping trip easier, less cluttered, with fewer and simpler messages.
These insights have played a pivotal role in guiding us through the development of the new media available from the Woolworths Media Hub.
Your Woolworths Buyers now have a Media Sales Specialist ready to help you find new and innovative ways to showcase your products
in store and online.
Our Media Hub team are committed to helping you get the best possible return from your media investment and are ready to discuss and develop a solution
that works for you, our stores and our customers.
Regards,
3woolworthsmediahub.com.au
General Manager Category Marketing
newmedia hub
The
Woolworthsis here...
NOTES
INSIDE FRONT INSIDE BACK
5woolworthsmediahub.com.au
contents6 Media Opportunity and The Path to Purchase
10 Working Together and Communication to Customers
11 Major Marketing Activations & Events
12 ‘New’ Campaigns
14 In Store POS
18 Fresh Magazine
20 Digital Channels
22 Further Media Channels
24 How it Works
26 The Media Hub Team
Woolworths has some of Australia’s most visible media for your brand to access:
6 7woolworthsmediahub.com.au
3.58Mreaders ofFresh magazine
17.9MCUSTOMERS PER WEEK 7.6M
individual customers per annum
950stores
withover
7.2Mcatalogues distributed
each week
Fresh Magazine readers mostly shop at least once a week,
with an average weekly spend of
of all householdsvisit a Woolworths
store in a 52 week period
94.9%
media opportunity
activeonlineshoppers
300,000
working
10 11woolworthsmediahub.com.au
togethermajor marketing
activations
seasonal and category
eventsSeasonal events are an integral part of our customers lives. Category events may link to a season or be developed to satisfy or create a customer need.
Events are always developed to provide value and excitement to our customers and to make Woolworths the preferred place to shop.
Customer Communication Pillars are utilised across all Media Hub elements to ensure that we deliver on our customer needs:
M ERRY
• Leverage Woolworths investments & partnerships via the purchase of a partner package
• Trade Partner Integration strategies are developed based on insights and the objective of the specific campaign
• Packages offer strong media value and access to unique properties
Bespoke marketing campaigns are an important component of our customer calendar, delivering differentiation, innovation and driving a high degree of engagement with our customers.
The Woolworths Media Hub team will provide details on all marketing opportunities available• Major Marketing Activations
• Category & Seasonal Events
• NEW at Woolworths
• Pure media opportunities to support brand & promotional campaigns
customerscommunicating to
Introduce me to new items
Inspire my creativity
Show me good value
Make my shopping trip enjoyable
Official Supermarket of the Australian Olympic Team
Delivering on average a
uplift for our participating
Trade Partners
49%
happy
v
Innovation and new products are important growth drivers. Ensure your product launches are a success through our multi touch point marketing solutions.
in store
mass
online & social
Fresh Seafood Every DaySpecials Online, Instore & on our App06 | WC290716/NSW
TRY ME!$2 ea
INTRODUCTORY OFFER
$1 eaSTANDARD
SHELF PRICE
Maltesers Teasers Bar 35g $2.86 per 100g
Utilise these packages to increase awareness of your launch, attract shoppers, drive engagement , create a clear destination for your product and drive sales.
Choose from a range of packages and media options to suit your requirements – each package offers great value. Look out for Pink!
woolworthsmediahub.com.au 13
wow internalEngage the Woolworths Team via:
• Store Communications • WOW Head Office Launch
Nescafe Gold Smooth Barista Style
NEW Nescafe Gold Smooth, Barista Style
NEW Nescafe Gold Smooth Barista Style
Nescafe Gold Smooth Barista Style
SAVE $0.00
$000 ea
woolworthsmediahub.com.au 15
75% over
of purchase decisions are made at the point of purchase*
Communicating with shoppers at this pivotal point should be an integral part of all successful marketing campaigns.
Customers have told us that signposting offers & range, seeing what’s new & inspiring creativity is important to them.
Our range of POS solutions are designed to deliver against these customer insights.
in store
FINSSignpost your brand or offer for cut through in the aisle.
FIN TAKESRecipes and competition entry forms can be easily seen and taken by the customer
FREEZER DOOR TAKE-OVERThese innovative media options interrupt the customer during their decision making process
LANDSCAPE TICKETSEnagage at the point of purchase
FREEZER DOOR STICKERProminently located next to the freezer door handle
BUS STOP TICKETS Catch the customers eye as
this ticket stands out on a 90˚ angle from shelf
A6 PADS Recipes and entry forms
can be located directly in front of your product
point of sale
woolworthsmediahub.com.au 17
FLOOR MEDIA – STANDARD IN AISLEAttract customers with strong brand presence.
FLOOR MEDIA – CATEGORY IN AISLE DOMINATIONThis extra long graphic creates major impact.
FRONT END HEADER CARDSPrime location in stores. These oversized Header cards will draw strong attention to your brand when display bins are used.
MEAT LOW PROFILE UNIT HEADERDrive your brand on these key display locations. Only available to brands planned on these locations. Approx. 600 stores
A2 TELCO POSTER Positioned in over 600 stores offering Telco brands fantastic standout.
CHECKOUT DIVIDERSGive customers that last reminder of what to put in their basket, this time or for their next visit.
CARTS & BASKETSAn advertisement that is with the customer on their entire shopping journey.
HEALTH BEAUTY BABY DISPLAY HEADER & FINSStrong brand media solution. Only available in ‘Health Beauty Baby’ – approx. 580 stores.
DELI & SEAFOOD COUNTER CARDSA great way to provide recipe solutions.
BUS STOP TICKETS
Located in the prominent location of next to the freezer
door handle
20% of what shoppers buy is bought on
impulse.
display
front & register
POS solutions are available to dress up a display secured via the Merchandising team. Media Hub does not allocate display space, but does enable the POS enlivenment.
On show 01/04/15 - 29/04/15Approval Code: 12778 - 290415
Great IdeasPRICE
MEDIAHUB_NEW_landscape_VENDOR.indd 7 14/07/2015 10:18 am
SAVE $X.XX
$XXX ea
point of sale
point of sale
On show 01/04/15 - 29/04/15Approval Code: 12778 - 290415
TryThis!
448868_MEDIAHUB_NEW_AisleFin_BLANKS.indd 3 14/07/2015 10:09 am
On show 01/04/15 - 29/04/15Approval Code: 12778 - 290415
TryThis!
MEDIAHUB_NEW_landscape_VENDOR.indd 3 14/07/2015 10:18 am
FRONT OF STORE FLOOR MEDIAIn front of the Telco location. Only available for Telco brands.
5woolworthsmediahub.com.au
Australia’s most read magazine
• Circulation: 750,000
• 3.58 million readers
• 77% of readers are main grocery buyers
• Over 97% of readers state that Fresh is a great source of information about new products
• Free every month
• Average 10,000 iPad downloads per month
• Over 4,000 digital downloads per month and growing
fresh
80% of readers
state they have bought a product because they saw
it in Fresh
fresh magazine
readers are amongst our
most valuable customers
advertising pagesSupplied complete by the Vendor, these fully branded pages offer a fantastic opportunity to convey your brand message.
• Co-funded advertorials
• Coupon spots
• Classified advertisement
• Front cover brand integration
• Digital variants
advertorial pagesA unique blend of editorial and advertisement for your brand.
magazine
*Source: Emma, Apr 14-Mar 15, WW Fresh reader survey, Feb 14
18
80% of 18-44 year olds
check their smartphone first thing in morning, highlighting
that people engage with social media from the
start of the day and often before they speak to
their partner.*
21woolworthsmediahub.com.au
shoppingonline
Our customers are looking for convenience, and online shopping offers just that. As our fastest growing channel, Woolworths Online is used by some of our most valuable customers.
* IDC Research Report 2013
Woolworths Facebook
• 800,000 page likes• up to 1.5m impressions• up to 750,000 unique
impressions • Various audiences and
tailored life-stages
Reach over 190,000 highly engaged baby & toddler members in the young-family life stage.
Using the club environment as part of your campaign mix will allow you to amplify messaging and reach Woolworths mums who are the main grocery buyer for their families.
mediasocial
Advertise and promote products to a targeted Facebook audience, tailored to suit your brand’s needs.
toddler clubbaby &
Building relationships with customers at this key life stage can influence their
purchasing decisions for years to come.
Media options include:
• Digital display• Sponsored content and recipes• Exclusive competitions• Fortnightly member emails• Exclusive club offers• Baby & Toddler Club POS • Fresh magazine integration
We offer a range of options to promote products on our Facebook page
• Competitions • Branded • Recipes • Sound bites • Product giveaways
1.7 times
more likely to shop the baby
category online
91% female
• Homepage banners• Category banners• Keyword search banners• Expanding banners• Product and brand pages• eDM banners• Sampling by
purchase behaviour
We offer a large range of opportunities for all Trade Partners to gain exposure with our home shopping channel:
Spend 13 minutes each visit
Approx.
70,000 orders
completed each week
23woolworthsmediahub.com.au
demonstrationsin store
Sampling is available in over 900 Woolworths stores . We are able to work with you to maximise your impact in-store.
The Media Hub and In-Store Demonstrations Team work hand in hand to meet your campaign objectives.
Customer education and product trial is a proven method of increasing sales.
radioin store
Communicating to our customers at point of purchase is a vital part of your campaign. In store radio offers you speed to market with shorter lead times from booking to execution. In store radio is a great complement to our suite of media assets.
promotionsconsumer Media to
communicate your consumer
promotion is available from the Woolworths Media
Hub.Consumer promotions need to be exclusive to Woolworths, excite our customers and provide a good sense of value.
2524 woolworthsmediahub.com.au
For Major Marketing Campaigns and Category Events, the Media Hub will manage the full creative process including design.
For Seasonal Events and pure media bookings, the Media Hub will provide Trade Partners with templates and Trade Partners will manage the creative design.
Each media element will require Woolworths sign off and the Media Hub will manage the full print and production process.
Please visit www.woolworthsmediahub.com.au to access full processes and all templates.
production
The Woolworths Field Support team will manage all implementation requirements in store ensuring execution excellence.
The Media Hub team will manage all communications and briefings for every campaign.
implementationPlease contact your Media Hub Category Specialist to ask questions, discover more information and make your bookings.
Please visit www.woolworthsmediahub.com.au to access all contact details.
booking
Standard campaign reporting will be provided for all media campaigns.
Advanced Reporting options are available, please discuss all your campaign reporting requirements with your Media Hub specialist.
reporting
26
Adam ProctorImpulse
Philip LoweFreezer & Chilled
Paula CarnevaleMedia Production [email protected]
Louise TaylorMedia Production Specialist
Abi BrownImpulse
Nic ClaaseHealth, Beauty & Baby
Gaby CohenSales Administration
Malavika KhannaPackaged Foods
Diana BatistaFresh
Vanja DukicSales Administration
Melanie BallPackaged Foods
Stephanie ByromGM, Household, Canned & Pet
Ian AndersonFresh Media Manager
Caroline CrabtreeGrocery Media Manager
Natalie RaceHead of Media Hub
the media hub teamnew
media hub
The
Woolworthsis here...
NOTES
INSIDE FRONT INSIDE BACK
2015
mediapack
woolworthsmediahub.com.au
effective,customer focusedmedia- where it counts
FRONTBACK
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