10+ reasons why cosmetic and toiletry brands should use
Outdoor
Slide 2
Outdoor is the most visual medium: best for leaving a lasting
branding impression Outdoor gives you the largest canvass for your
message Outdoor can anchor a strong visual brand memory in the
brain This image can often be triggered again at point of purchase,
aiding packshot recall
Slide 3
Outdoor has a well established track record for building brands
Outdoor advertising messages get noticed, and all the more by the
young and affluent Outdoor generates high awareness to boost
growing and established brands Mindshare research 2010 found that
outdoor builds brand fame and positive associations, drives web
search, and is favoured by successful brands* *Source: Mindshare
The Brand Building Power of Outdoor 2010
Slide 4
Outdoor is a high impact medium with very high levels of
attention Outdoor gets noticed. It cant be switched on, or turned
over According to TGI 2010, 86% of UK adults have seen outdoor ads
in the past week
Slide 5
Outdoor influences where it counts: right at the point of sale
Outdoor is where 90% of toiletries and cosmetics are purchased
Outdoor media can place an advertising message nearer a retail
outlet than any other medium More than any other medium, it
accompanies the shopper on their path to purchase
Slide 6
Classy audience The typical outdoor audience is Young Active
Social Upscale In full time employment Better paid than average
Mobile Open to ideas and activities Willing to try new brands the
people you most reach with outdoor advertising are the people you
most want to reach
Slide 7
Outdoor complements TV, online and print in multi-media
campaigns Outdoor always delivers net reach and frequency to TV,
print and online campaigns Typically the unique attribution to
outdoor in mixed media campaign research is between 10% and 40%
Brand Science recommends 16%+ of budget goes to outdoor in a mixed
media FMCG campaign* *Source: Brand Science Econometrics study
2009
Slide 8
Outdoor delivers high discretionary spenders in all the best
locations The outdoor audience enjoys high disposable income and
loves nothing more than shopping Outdoor media accompany the
shoppers journey to all the classiest outlets You can influence a
purchase at department stores, at duty free, or in the High St
nationwide
Slide 9
Outdoor allows brands to compete for consumers share of mind
With so many toiletries and cosmetics brands, share of mind is
vital You need a competitive medium to put your brand message to
work Placing a visual brand message in front of shoppers acts as a
stimulus to purchase
Slide 10
Outdoor is a great directional medium and can activate a
purchase Everyone sees Outdoor: it dominates the high street and
the mall Outdoor can be a great reminder and directional tool,
prompting an impulse visit to store
Slide 11
Outdoor can target an audience type, mindset, moment or
environment Outdoor reaches a relevant audience in the environment
you choose Targeting can range from students to duty free shoppers
clubbers, to regular gym-goers
Slide 12
Malls are the new frontier: a more relaxed shop with high
typical spend patterns Outdoor advertising brings colour to the
mall Mall goers are young, high-spending and keen to look their
best Beauty products, toiletries and perfumes present exceptionally
well in malls
Slide 13
Proven effective Outdoor reaches the right audience with the
right message in the right place We are building a library of case
studies which support the use of outdoor as a standalone medium,
and as an adjunct to other media
Slide 14
Outdoor is the medium experienced most recently before shopping
Recency is a big driver of ad recall and influence Outdoor is
overwhelmingly the medium shoppers recall seeing or hearing most
recently Source: Ipsos DMMA, 506 respondents in diverse shopping
environments
Slide 15
The leading toiletries and cosmetics brands trust outdoor Top
40 toiletries and cosmetics advertisers Jan-December 2010 spent on
average 613K on outdoor (source: NMR data) Unilever, Procter &
Gamble, Glaxosmithkline, Beiersdorf, LOral, Chanel, Garnier,
Bourjois, Johnson & Johnson, Este Lauder, Clinique, Parfums
Christian Dior, Wilkinson Sword, Maybelline, Boots the Chemists,
LOral luxury products, Clarins, Coty Prestige, Colgate Palmolive,
Alberto Culver, Kenneth Green Associates, PZ Cussons, Kimberly
Clark, SCA Hygiene Products, Coty UK, Puig, Asda Stores, GHD Hair
Products, Schwarzkopf, Elizabeth Arden, Decleor, Essensuals Hair,
Bare Escentuals, Jigsaw, Gentle Beauty Co, Sara Lee Personal Care,
Scissors salons, Bobbi Brown, Paul Henri hairdressers, Trevor
Sorbie salons, Revlon International
Slide 16
If production costs are included, Outdoor is the most efficient
medium for FMCG brands Revenue return on investment, all media,
FMCG Sample Set: All FMCG Results Vault studies (2002 - 2008) with
measured Outdoor RROI
Slide 17
Outdoor audience is the biggest opportunity in terms of numbers
Adult 000s Source: CBS Outdoor, TGI Media Neutral quintiles 2010
Heavy quintile is the 20% of the media audience who consume that
medium most, ie the most typical consumer of that medium
Slide 18
Receptive audience: most people on the street are buying
something Source: London Shopper Survey, Clark Chapman Research
(324 random London street intercept interviews) 85% bought or
expect to buy something Q: Have you bought or do you expect to buy
anything during this trip out today?
Slide 19
Source: Mobile Pound Research, Dipsticks Research Base: 1100
London interviews More mobile = more spontaneous Q: What sort of
products are you likely to buy spontaneously?
Slide 20
Ready-made audience with a serious interest in healthy living
Adult 000s Source: CBS Outdoor, TGI Media Neutral quintiles 2010
Heavy quintile is the 20% of the media audience who consume that
medium most, ie the most typical consumer of that medium
Slide 21
More mobile people spend more freely Source: Mobile Pound
Research, Dipsticks Research Base: 1100 London interviews
Slide 22
Heavy outdoor audience is more affluent than other other media
Adult 000s Source: CBS Outdoor, TGI Media Neutral quintiles 2010
Heavy quintile is the 20% of the media audience who consume that
medium most, ie the most typical consumer of that medium