Sales impact of In-House Shots promotion

on Captive Media System

CambridgeOctober 2011

3

04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep

500

600

700

800

900

1000

1100

1200

1300

1400

1500

1600

1700

1800

1900

+ 22%

(+ 264 units per week)

Pre-Trial Weekly Average1208 units

Trial Weekly Average1472 units

Weekl

y U

nit

Sale

s

Date (w/e)

8-Week Trial Period

The Study

Captive Media ran a trial campaign for an in-house shots promotion on its interactive washroom units over eight weeks in summer 2011

• Objective: Assess effectiveness of Captive Media’s washroom engagement marketing system in driving uptake of an in-house promotional offer for shots

• Location: Ta Bouche bar in Cambridge town centre

• Duration: Eight-weeks of campaign run-time from Jul-13 to Sep-04

• Medium: Two Captive Media units in the male washroom

1

The Promotion

During the trial, Captive Media’s units displayed the simple static image below

2

• This was a promotion for the bar – not any one of its suppliers

• The promotion itself was not brand-specific, allowing the bar to vary the drink offered by their own discretion

• As a ‘house special’ offer, this kind of promo is especially valuable to a venue, allowing it to manage stock, and boost margins

• A simple static image was shown – with no animation or video element

The Medium

The promotion appeared as part of a 75-second ambient loop of visual material

Shots Promo

• The promotion played on two units located above the urinals in the men’s washroom

• When not in use, each of Captive Media’s units plays a 75-second loop of visual material, (see timeline, right) consisting of:

(i) ‘PTV’ entertainment content (ii) The shots promotion

• The shots promotion occupied a 10-second slot in each 75-second loop

CM Ident

PTV Content

PTV Content

5

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753

The Sales Impact

Result: an uplift of 264 units a week, or 22%, in average weekly unit sales of house shots

04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep

500

600

700

800

900

1000

1100

1200

1300

1400

1500

1600

1700

1800

1900

+ 22%

(+ 264 units per week)

4

Uplift in Weekly House Shot Unit SalesWeekly unit sales volumes of house shots before and during the trial period

Pre-Trial Weekly Average1208 units

Trial Weekly Average1472 units

Weekl

y U

nit

Sale

s

Date (w/e)

Source: Venue’s EPOS data

8-Week Trial Period

Captive Media LtdSurprising. Shocking. Amazing.

www.captive-media.co.uk

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