Promotional Reflections

Transcription

The Other Side of Super Bowl Promotions
Published February, 2011
Page 2: Overview
Page 3-6: Ad Covers and Regions
Page 7-8: Top Promoters
Page 9-10: Ad Support
Page 11-12: Ads through Imagery
Page 13-14: Ad Strategy, Facts & Survey
Page 15: Methodology
What You Need to Know...
Key Findings on Super Bowl Promotions
Top promoted Super Bowl categories include in-store deli platters, dips, and condiment
Many of the top promoted brands are ingredients for home-made dips, salsa and chili.
Walmart’s Pre-Super Bowl circular included more promoted products than any week outside of Nov-Dec.
Private Label share of food ads drops to its lowest level for the Super Bowl.
Very few CPG players run Super Bowl TV spots
- 4 traditional CPG companies in 2011 vs. 8 in 2010
Super Bowl TV commercials can drive spikes in internet searches – but only for a week or two.
In many cases, TV spots are not supported at retail.
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Opportunities for Next Year
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Coordinate your brand’s Super Bowl campaign across retailer ads, FSI’s, TV (if appropriate), and web-based
promotions. Some brands ran TV Spots without increased retailer support. Many retailer ads showed Pepsi
without Pepsi Max or Mars candies without Snickers.
On game day, grocers can feature their in-store delis with ads for fresh platter and dips. Weeks before the
game, let shoppers sample your dips and platters while waiting in the deli line.
Retailers can create margin opportunities on game day as last-minute shoppers may focus more on
convenience and less on pricing.
Leverage the Super Bowl TV spots of your competitors. Let them drive traffic to the category where your
brand is supported with post-game coupons and retail feature ads. Most TV spots are announced in advance.
Don’t wait for the Super Bowl. Snack and beverage brands can drive sales by promoting throughout the play
offs and college bowl season.
Is the Super Bowl a Real Holiday?
Weekly Number of Supermarket Print Circular Ads
from Major Grocers - Calendar 2010
PreEaster
PreMothers Day
Pre4th of July
PreLabor Day
PreThanksgiving
PreXmas
PreSuper
Bowl
Spike in Grocery Ads
Day Off Work
Pigging Out
It’s a Holiday!!!
Source: ECRM, Weekly Ads (Brands Counts) for U.S. Supermarkets
Page 2
Supermarket Circulars Promoting Super Bowl Themes on the Cover
Game Day Promotions - Ads Running on Sunday, 2/6/2011
A&P, Pages 8-9
Food Emporium, Back Page
Safeway Banners Cover
Pathmark, Cover
Acme, Cover
Few retailers run
ads on game day.
This could be a
missed margin
opportunity for
retailers to focus
on convenience
over pricing.
Page 3
Top Promoted Food Categories Skewing Super Bowl Week
Fresh Deli Dips&Spreads
Super Bowl Share of Annual Print Ads
8.0%
Fresh Prepared Platters/Trays
7.2%
Valentine's Candy
Shelf Stable Salsa & Dips
Refrigerated Dips
6.0%
Reads: 8% of circular ads for deli
dips & spreads ran on the week
prior to the Super Bowl. Average
week = 1/52 = 1.9% of the year.
Barbeque/Steak Sauces
5.9%
5.6%
5.4%
Mustard
5.1%
Nuts
4.8%
Fresh Avocados
4.7%
Ketchup
4.6%
Super Bowl ads are
dominated by snack
and condiment
products.
Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Excludes Some Smaller Categories
Party Platters Allow Retailers to Differentiate
80 major supermarket banners ran
Super Bowl ads for party platters.
Page 4
Top Retailers Focused on Super Bowl Week
Super Bowl Share of Annual Ads
Walmart-US
5.8%
Kerr Drug (NC)
Hy-Vee
Family Dollar
3.7%
3.6%
Reflects all ad counts
– not just related
food categories.
3.5%
OfficeMax
3.5%
Copps (WI)
3.2%
Coborn's (MN)
3.2%
Shoppers (MD)
Food Lion
Pavilions (CA)
3.1%
2.8%
Walmart’s Pre-Super Bowl
circular included more
promoted products than
any week outside of
Nov-Dec.
2.7%
Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Excludes Some Smaller Categories
Mass Merchandisers use the Super Bowl to Promote TVs and Snacking
2011 Cover Pages
2010 Cover Pages
Page 5
Super Bowl Circulars by Region
Phoenix, AZ
Seattle, WA
Safeway Print Circular,
Los Angeles, CA
Portland, OR
Baltimore, MD
Denver, CO
January 23, 2011
Example: Bud Light is pictured in only 3 of
these 6 covers.
2011 Super Bowl in Canada
Loblaws 2/6/2011
Zellers, 1/30/11
Pharma Plus Drugmarts,
2/6/11
Walmart Canada, 1/30/11
Print circulars from Canadian retailers also include Super Bowl Tie-Ins.
Page 6
Top Promoted CPG Manufacturers Focused on Super Bowl Week
Paramount Farms
H.J. Heinz Co.
Crowley Foods
Johnsonville Sausage
T. Marzetti Company
Georgia-Pacific
Reckitt Benckiser
Pactiv Packaging
Glaxo Smithkline
Unilever
Hormel Foods
Super
Bowl
Super Bowl Share
of Annual
Ads
5.1%
5.1%
5.0%
4.4%
4.3%
4.2%
4.1%
4.0%
3.9%
3.9%
Share of Annual Ads
14.9%
Pistachios
Dairy
Most of these companies are
related to entertaining at home.
Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Includes Major Manufacturers with 50+ Ads.
Top Promoted Brands Focused on Super Bowl Week
Super
Bowl
of Annual Ads
Super Bowl
Share ofShare
Annual Ads
Wholly Guacamole
Wonderful (Pistachios)
Ro*Tel (Diced Tomatoes)
Pace (Salsa)
Hidden Valley (Ranch Dressing)
Philadelphia (Cream Cheese)
Sabra (Dips/Hummus)
Jose Ole (Frzn Mexican Snacks)
Claussen (Pickles)
Miracle Whip
11.1%
11.0%
9.7%
9.3%
9.1%
9.0%
9.0%
8.6%
19.2%
18.6%
Many of the top
promoted brands
are ingredients for
home-made dips/
salsa/chili.
Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Includes Major Brands with 30+ Ads.
Fewer Private Label Food Promotions for Super Bowl Weeks
25%
20%
15%
10%
Super Bowl
2009
Super Bowl
2010
Super Bowl
2011
Private Label share of food ads
is lowest for the 2-week period
Super Bowl pre/post Super Bowl.
5%
Weekly Private Label Share of Food Ads
0%
Source: ECRM, Circular Print Ads Across Retailer Channels, Food Categories
Page 7
Top Super Bowl TV Advertisers
Super Bowl TV Ad Spending 2001-2010
Manufacturer
Spending
Anheuser-Busch InBev
$235.0 Million
PepsiCo
$170.8 Million
Walt Disney
$70.8 Million
General Motors
$61.1 Million
Coca-Cola
3 of the top 5 are
CPG players.
$54.4 Million
Total:
$592 Million
Source: Kantar Media, January 18, 2011
2011 Super Bowl TV Commercials for CPG Products vs. 30 Years Ago
• 11 Beer Brands
1981
VS.
Blatz, Budweiser, Lowenbrau,
Michelob, Michelob Light,
Miller Lite, Old Style, Pabst Blue
Ribbon, Schlitz, Strohs, Stroh
Light
• 4 HBC Brands
Anacin, Bufferin, Gillette Atra,
Right Guard
• 1 Soft Drink Brand
Coca Cola (Mean Joe Green)
• 0 Food Brands
• 3 Beer Brands
2011
Budweiser, Bud Light, Stella
Artois
• 3 Soft Drink Brands
Pepsi Max, Brisk Iced Tea
Coca Cola
• 2 Food Brands
Snickers, Doritos
• 0 HBC Brands
Excludes hardware/electronics/auto parts
2010 CPG Super Bowl Advertisers
• Anheuser-Busch InBev
- 5 spots for Bud Light
- 3 spots for Budweiser
- 1 spot for Budweiser Select 55
- 1 spot for Michelob Ultra
• PepsiCo – 4 spots for Doritos
• Coca-Cola – 2 spots for Coke
• Dr. Pepper/Snapple – 1 spot for Dr. Pepper Cherry
• Mars – 1 spot for Snickers
• Unilever – 1 spot for Dove for Men
• Diamond Foods – 1 spot for Emerald Nuts / Pop Secret
• MillerCoors – 1 spot for Miller High Life
8 CPG Suppliers in 2010
2011 CPG Super Bowl Advertisers
• Anheuser-Busch InBev
- Budweiser, Bud Light, and
Stella Artois
• PepsiCo
- Doritos, Pepsi Max,
and Brisk Iced Tea
• Coca-Cola – Coke
• Mars – Snickers
• Other Retail Players
- Best Buy, Groupon (online coupons)
Only 4 CPG Suppliers in 2011
Page 8
Super Bowl Newcomer: Stella Artois
$16.00
Average Feature Price
Average Feature Ad Price
12-Pack Bottles
$15.00
Dominick’s, Hannaford, and Food
Emporium were among the few
retailers promoting Stella Artois
on game day.
$14.00
$13.00
Stella Artois
Bud Light
Budweiser
$12.00
$11.00
The Stella Artois Super Bowl TV
spot allows Anheuser-Busch to
promote a much higher
price point.
$10.00
$9.00
$8.00
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Source: ECRM, U.S. and Canadian Retailers
Across Channels
Super Bowl Print Ad Support – Beer
Weekly Weighted Ad Block Counts
MillerCoors
Anheuser-Busch
4th of July
Pre-Super Bowl print circular support was much lower in 2011 for
both MillerCoors & Anheuser-Busch.
Super Bowl
2010
Super Bowl
2011
Source: ECRM, Weekly Ad Blocks, U.S. and
Canadian Retailers
Super Bowl Print Ad Support – Chips
Super Bowl
2010
4 Doritos TV spots in 2010 were
not supported with post-Super
Bowl print ads.
4th of July
New Year’s
Tostitos Bowl
Tostitos
Doritos
Super Bowl
2011
Again, Doritos print ad support
does appear coordinated with
TV spots.
Source: ECRM, Weekly Ad Blocks, U.S. and
Canadian Retailers
Page 9
Super Bowl Print Ad Support – Candy
Super Bowl
2010
Hershey Foods
Mars Chocolate
Nestle
Easter
Valentines
Super Bowl
2011
Halloween
The popular Snickers TV
ad was not supported
by retailer ads for Snickers specifically. Mars
often promotes several
candy brands together.
Christmas
4th of July
Despite the Snickers TV spots,
Hershey get more Super Bowl
ad support from retailers.
Source: ECRM, Weekly Ad Blocks, U.S.
and Canadian Retailers
Super Bowl Print Ad Support – Soda
Coca Cola USA
PepsiCo
Dr. Pepper-Snapple Group
For 2011, Pepsi again focused on the week before
the game. However, very
few Pepsi ads leveraged
the Pepsi Max TV spots.
Super Bowl
2010
In 2010, Pepsi focused on pre-game
retail support while Coke followed its
TV spots with post-game print ads.
Super Bowl
2011
Source: ECRM, Weekly Ad Blocks, U.S.
and Canadian Retailers
Game Day Pepsi Print Ads
Wasted opportunities for Pepsi Max tie-ins?
Only a few retailers like CVS, Pathmark, and
Ahold used images of Pepsi Max specifically
Page 10
What You Need to Know About GROUPON
• Combines collective buying with social media to offer local coupons via email
• Valued at $6 Billion in February, 2011
• Launched November, 2008
Just one of several new ways
• 50 million subscribers
to promote online
• 500 markets in 35 countries
• Groupon’s Super Bowl Commercial
- TV spot criticized by some, but helped to broaden awareness of this emerging
marketing powerhouse
Wisconsin grocers support their team with ROP ads in local papers
Pittsburgh grocers also ran local ROP ads for the big game
Page 11
Promoting a “Souper” Cause
www.SouperBowl.Org
Dallas Morning News
Jan-16, 2011 ROP Ad
Sponsored by several local Dallas grocers
In some cases, promoting local causes like this may be
a great alternative to “official” Super Bowl licensing.
FSIs Using Football Images - 1/24/2011
Note that the phrase
“Super Bowl” is
rarely used.
FSIs Using Football Images - 1/31/2011
Page 12
2011 FSIs Promoting Super Bowl Entertaining at Home
These ads target snacking and
entertaining without using football
images directly
Super Bowl Driving Google Searches
2010 Google Search Traffic for Super Bowl Advertisers
Super Bowl commercials can drive
huge spikes in Google searches, but
only for a week or two.
Budweiser
Bud Light
Snickers
Dr. Pepper
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Google Trends
Alternative Strategy
P&G’s Old Spice Campaign
• Specifically focused on Old Spice Body Wash
• Launched first on Old Spice Facebook Page
• Loaded to YouTube on 2/4/2010 – BEFORE Super Bowl
• Strong FSI Support
• Expanded Campaign in July
• Overshadowed Super Bowl Ad by Other Men’s Body Wash
Page 13
Super Bowl Facts or Fiction?
Several web sites offer “fun facts” on Super Bowl food consumption, but very few offer dates and reliable
sources. Here are few of the unconfirmed “facts” posted widely:
•
•
•
•
•
•
•
•
Second-largest day of food consumption behind Thanksgiving
Most data on Super Bowl sales and
Top at-home party event - New Year’s Eve is #2
consumption is closely guarded –
Average Super Bowl party size: 17
not trivial at all.
20 million: Number of Americans attending a Super Bowl party.
Consumed on Super Bowl Sunday:
- 28 million pounds of chips
- 53.5 million pounds of avocados
- 4,000 tons of popcorn
- 1 billion chicken wings
- 8 million pounds of Popcorn
- 325.5 million gallons of beer
Sales of antacid increase 20% the day after Super Bowl.
5%: Percent of people who watch the big game alone.
40%: Percent of Super Bowl viewers who are not football fans.
Nielsen Reports on Beer & Snacks
Top Holidays for U.S. Beer Sales:
1.
2.
3.
4.
5.
6.
Labor day
Memorial Day
Christmas
4th of July
Thanksgiving
Halloween
7. Super Bowl
Top Super Bowl Snacks in $ Sales
Total Snacks
$700 MM
Potato Chips
$185 MM
Tortilla Chips
$146 MM
Popcorn (unpopped)
$39 MM
Pretzels
$40 MM
Puffed Cheese
$36 MM
Corn Chips
$22 MM
Rice Cakes
$12 MM
Popcorn (popped)
$9.5 MM
Total Crackers
$190 MM
Total Nuts
$129 MM
Source: Nielsen Posting, 2/3/2011
SUPERVALU’s Super Bowl Survey
2011 Top Super Bowl Foods/Snacks
- Dips and Spreads
30%
- Chicken Wings
22%
- Pizza
17%
- Salty Snacks
14%
- Burgers/Brats/Hot Dogs
9%
Where they plan to shop for Super Bowl food:
- Local Supermarkets
80%
- Mass Merch or Club
42%
- Restaurant/Caterer/Deli
9%
- Convenience Stores
5%
80% plan to watch the game at home
Page 14
Methodology:
Source: ECRM, 12-Month Period Ending February, 7, 2011, U.S. and Canadian Retailers Across Channels
About ECRM
ECRM® provides business solutions by integrating process, vision and technology. Comprised of Efficient Program Planning Sessions, a powerful website, and MarketGate Application Suite™ software, ECRM® is helping
retailers and manufacturers improve sales, reduce expenses and go to market faster and more efficiently.
ECRM® has proven to be a success after holding more than 600 EPPS/ESR’s on 4 continents since its inception in
1994. Over 200 events were held in 2009 alone, with participation from approximately 1,500 retailers and 2,500
manufacturers.
ECRM’s MarketGate Promotional Planning & Analysis Tool allows users to search over 250 million circular
ads covering 150+ retailers and hundreds of markets in the U.S. & Canada. Ads can be viewed by full circulars, page, ad block & detailed line listing.
For additional information on ECRM and MarketGate Ad Comparisons, contact:
Scott Whalley
scott@ECRM.MarketGate.com
(847) 482-1793
Tom Pirovano
tpirovano@ECRM.MarketGate.com
(440) 528-0418
Or visit: www.ECRM.MarketGate.com
For additional Promotional Reflections reports:
http://adcompare.marketgate.com/adcomp/PromotionalReflections.aspx
Check out our New Circular Logic Blog:
www.CircularLogic.MarketGate.com
For the most advanced tools to evaluate and optimize your trade promotions, visit:
www.TheBaseRating.com
Page 15

Promotional Reflections

Transcription

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