“Safe ‘n Dry” is a South African company that has the patent rights for a “Trolley Protection Cover”.
This unique product covers super market trolleys and protects the shoppers’ HANDBAGS and VALUABLES against:
- Thieves grabbing and running away with shoppers’ valuables
- Packet snatching at shopping centres
- Rain on valuable items in open parking areas
- Shoppers’ leaving their trolleys exposed outside coffee shops, etc
- “Safe ‘n Dry” also has the patent rights for “Trolley Cover Advertising”, which is a fresh and unique mobile advertising medium. - (Patent No. 2010/05105)
* Women’s handbags and purses are getting stolen from their trolleys on a regular basis. Common robbery, such as muggings and bag-snatchings can happen to anyone walking along a public street or in a crowded shopping centre – www.iss.co.za (SAPS – Institute for Security Studies) “Everybody looks at my cover when I do my shopping, I love it. – Sarah Temweka Gondwe (Soweto) “I have had 2 handbags stolen from my trolley in busy shopping centres in Pretoria. I have been through the hassle of losing my money and replacing my handbag, purse, credit cards, ID book, drivers licence, etc. Believe me; you don’t want to go through that twice”. – Danny Killian (Pretoria) “I enjoyed having a cup of coffee in the mall without having to worry about my groceries that I left in my trolley outside Wimpy”. – Karmen Viljoen (Fourways)
“TROLLEY COVER ADVERTISING”
A New & Unique Advertising Medium: “Safe ‘n Dry” is valuable “Mobile Advertising Space”.
- Mobile Media
- Shopping Trolley Media
- Mini Mobile Billboard
- Outdoor Advertising
- In-Store Advertising
- Shopping Centre Advertising
- Constant movement of the brand being advertised
HOW: “Pushing Advertising”
“Safe ‘n Dry” is a branded promotional item that has a dual purpose (as per traditional promotional items), with a “difference!!” It is a product that will be “used” in the public eye and exposes your brand and therefore becomes “free advertising”. “Safe ‘n Dry” is also a “Mini Moving Billboard”.
Distribution can be done the following ways:
- Mail to existing clients/database
- Shopping centres
Billboard Advertising is the fastest growing form of advertising bar the web. All the major and bestknown brands are built through TV, the use of Billboard and other ambient advertising methods. Research carried out by the Outdoor Advertising Association of America made use of small cameras that measured and captured how many people looked at a billboard message and for how long. This was carried out on static billboards, mobile billboards, buses and taxis in major cities over a period of four months and the results were staggering. They measured an average of 105,000 people looked at a mobile billboard message on an average weekday for 3 seconds or more over an 8 hour period. The results were 15% higher on a weekend. The study was carried out in various cities and the above figures are an average. – www.oaaa.com
- Advertising medium with a dual purpose (product will be used; and exposes your brand)
- New/Unique marketing medium
- High visibility – In-your-face
- Patented – Massive exposure for your brand
- No competition
- Low Cost per 1000 view
- High ROI
- Co-operative advertising opportunity
- Superior Visibility
- Remarkable Demography
- Media Versatility
Be one of the first advertisers to use this unique advertising medium and take advantage of:
- Massive initial IMPACT
- Viral Marketing
- Word of Mouth
And: Initiate AMBUSH MARKETING..... BENEFITS
The Safe ‘n Dry product represents an unprecedented opportunity for any advertiser to fully leverage its lifestyle and brand awareness that will have an impact far beyond that of traditional marketing mediums at an affordable investment.
What Safe ‘n Dry offers:
- Advertises 7 days a week, 365 days a year
- Provides continuous advertising throughout the duration of the shopping trip
- Exposes brands to a captive audience
- Extremely visible and effective
- Directs consumers to your brand subconsciously
- Announces new products throughout the entire store/shopping centre
- Promotes brand recognition and increases sales
- A moving billboard that advertises indoors and outdoors
- A moving billboard that is always at the point of sale
- It still advertises, even when pushing the trolley to the car
- Advertising that remains embedded in the minds of the thousands of customers who push trolleys and do shopping in malls
- Tie in with current marketing campaign for maximum exposure
- Target your market (LSM measures)
- Segment your market geographically and demographically
- National or regional penetration
BENEFITS (Outdoor Advertising)
Principle Outdoor advertising benefits include:
- Outdoor advertising is a true broadcast medium: it is able to draw huge audiences, at a fraction of the cost of other media.
- Outdoor advertising is an extremely high reach medium.
- Outdoor advertising is an extremely cost-effective medium. If one compares the cost of outdoor advertising to television, radio and printadvertising on a cost-per-thou sand basis, it is clear that an outdoor advertising campaign offers the greatest value for money.
- Outdoor advertising is able to reach demographic groups that are difficult to target with other media. This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes outdoor advertising an ideal medium to use in conjunction with other media, maximising the audio and visual elements of a campaign.
- Outdoor advertising cannot be “zapped, turned off, or turned over”. Advertising avoidance is a serious hindrance to media such as TV, radio, print and magazines. One of the unique outdoor advertising benefits is the difficulty with which it is consciously avoided.
- The target audience does not have to ‘subscribe’ to the medium in order to be ex posed to it. There is no financial cost or leisure-time forfeited by the viewer - outdoor advertising utilises “dead time”, when the target audience is “not looking”.
- Outdoor advertising can be used to create a “media-multiplier” effect. Effective creative has the ability to obtain additional exposure for the campaign through word-of-mouth, as well as through publicity in other media channels.
- Outdoor advertising provides extremely high frequency exposure, as well as permanent high-impact presence. High frequency is a given outdoor advertising benefit to most campaigns, with the build-up of multiple exposures occurring rapidly after the launch.
This makes outdoor advertising ideal as an integral support mechanism to other media, particularly when used in a “burst” type strategy.
- Outdoor advertising offers a brand a public face and enables brands to become part of a consumer’s daily life. The nature of an outdoor advertising holding facilitates 24-hour physical presence in the community. This can be integrally important to certain types of creative strategies; particularly for those with a community appeal, or those needing to generate a direct consumer relationship over time. This “permanent presence” allows a brand to earn a place in the minds of the consumer, offering a constant reminder that the brand is “available and on sale”.
- “The medium is the message”. The message is not part of the medium. Outdoor ad vertising is one of the few media that does not contain editorial content. Outdoor constitutes “pure advertising” with no interference imposed by editorial content or programming.
- Outdoor advertising is capable of strengthening consumers’ perception of a brand.
Research has shown that exposure to outdoor advertising which communicates a brand that the consumer is aware of and has engaged with previously, enhances im age and perception of the brand. “TV, radio, magazines, etc are too fragmented to offer returns advertisers are after. It is very costly to try and cover all the magazines out there; it’s much cheaper to advertise via out of home media and get the same exposure. Outdoor advertising is increasingly being incorporated into 360 degree campaigns, and its tactical strengths being exploited.
Based on the socio-economic environment and the mobility of the adult population, more time is being spent out of home and frequenting shopping malls. This offers the advertiser the opportunity to reach larger audiences through outdoor advertising”. – www.marketingmix.co.za
BENEFITS (In-Store Advertising)
Suddenly, the advertising trade press is abuzz with a new concept: “shopper marketing.” According to a
draft study by Deloitte from the Grocery Manufacturers Association, the investment in in-store
advertising has doubled since 2004 and is on pace for compound annual growth of 21% through 2010.
Conventional wisdom, backed by solid if not conclusive research, says that over 90% of shoppers make
unplanned purchases, and more than 70% of purchase decisions are made in-store (Gone in 2.3 Seconds
– Miller Zell Study). Yet despite that, in-store advertising still represents only 6% of marketing budget
allocations, according to Deloitte.
Meanwhile, it’s indisputably intuitive that a message delivered at point-of-purchase has the best chance
to influence the desired behaviour - getting the consumer to take the product off the shelf. Data may be
a critical aid to judgment, but marketers should be paid for using their judgment. Data always is. But it
doesn’t resolve the real issue that has inhibited the growth of advertising in the most logical of all venues
- at point-of-sale.
The culprit is the scarcity of effective media vehicles in the in-store environment. This brings us to the
shopper’s constant companion, the lowly, abused and battered shopping cart. Static signage on carts has
been around for decades, sitting forlornly in their little frames while slowly disappearing from view as the
cart fills up with purchases. But the really valuable “advertising real estate”, the space between the
consumers hands, remains, for the most part, empty.
For marketers, the opportunity to communicate with shoppers dynamically - between their hands, while
they’re shopping - is too good to resist. This valuable “new media space” could be a profitable new
frontier. – www.forbes.com/unsolicited-advice-supermarkets
- Custom made to fit 99% of all metal and plastic trolleys
- Durable, lightweight, UV and water resistant
- High quality 50 micron PVC material
- Stitched with elastic cord to enable snug fit over the trolley
- 2 to 4 colour printing option
- Disposable, easy-to-clean and RECYCABLE
- 3-6 months self-life, depending on frequency of use
- Non static advertising – “moving billboard” indoors and outdoors
- Visible inside and outside of the store or shopping centre
- Live “advertising area” is approximately 800mm x 1200mm
1 SQ METRE VS “MOBILE” Advertising Space
- Traditional “Outdoor Media”
- Large format outdoor billboards
- Moving billboards
- Building wraps
- Trailer advertising billboards
- Street pole ads
- Suburb entrances
- Bus advertising
- Taxi advertising
- Rubbish bin advertising
- A billboard on a busy highway costs R200 000 per month
- It has an average of 160 000 views per day
- Therefore; 4 800 000 million views per month
- R41.70 CTP (Cost per 1000)
- Traditional “Advertising”
- A full page, full colour advert in You/Huisgenoot/Drum costs R170 000 per issue
- It has a circulation of 644 901 per month
- It has a readership of 6 million people per issue
- R28.30 CTP (Cost per 1000)
- Traditional “Promotional Gifts”
- Pen and pencil set – R61.00
- BIC wide ballpoint pen – R22.00
- Calculators and note pad – R56.00
- Key Rings – R26.00
- Business card holder – R68.00
- Golf shirts – R65.00
- Rain Jackets – R109.00
- Sports tog bag – R110.00
- Beach Umbrellas – R161.00
- An average cost of the above items is R75.00
- A very high Cost per 1000
- “Safe ‘n Dry”
- “Safe ‘n Dry” is all of the above; a mini moving billboard, an advert and a promotional item.
- An average cost of a “Safe ‘n Dry” branded trolley cover is R12.50
- 10 000 covers would give you approx: 6 140 000 million views per month
- A very low Cost per 1000
GENERAL CONSUMER DATA
Shopping centre space continues to be a hub of activity for consumers of all ages, races and social backgrounds. While in the past few years, the average time spent in a mall has been around three hours. Research and recent refurbishments around major centres are indicating that consumers are spending more time and advertisers are getting more bang for their buck. For advertisers which are in the shopping centre space, it’s a completely different picture. If your campaign is correctly packaged, a brand will dominate a certain area with no competition brands in the
immediate vicinity. This will allow for advertisers to run a dedicated geographic campaign to target its market nationally during a campaign drive. – www.biz-community.co.za
- High shopping frequency
- 6.5 visits per month
- 100 shopping packets per household (per month)
- 15 packets per trip
Shopping Venue & Time:
- Majority in major shopping centres (77% of spend)
- 15% brand convenience outlets
- 90% of consumers shop at major shopping centres
- Average of 3 hours per visit
- 70% of shoppers are rational, efficient and know what they want
- 9% take the time to browse all the parts of the store
- 39% know which part of the store has the items they want
- 21% go up and down isles, picking up items when they see them
- “The South African Shopper” – www.marketingmix.co.za
ROI (Return On Investment)
Shopping Centre Stats:
- Major Shopping centres have an average foot count of 850 000 per month
- Approximately 28 300 per day
- Approximately 3150 per hour (9 hours trading time)
- Average shopper makes 6.5 tips to the shopping centre per month;
- Average shopping time is 3 hours;
- Therefore, the average shopper spends 19.5 hours in shopping centres per month;
- If the shopper uses “Safe ‘n Dry” only 10% of the time;
- That’s 1.95 hours of exposure per month;
- If only 10% of the shoppers are exposed to the cover;
- That’s 614 views per month, per cover;
- At an average cost of R12.50 per cover;
- That’s R0.01 (one cent) per view!
- 10 000 covers would give your brand approx: 6 140 000 views per month
- 25 000 covers would give your brand approx: 15 350 000 views per month
- 50 000 covers would give your brand approx: 30 700 000 views per month
1. Reach more people than many other mediums, high value for money.
2. You can take your message directly to the areas where your customers are.
3. It is stand alone advertising - your message stands out from your competitors.
4. It cannot be switched off or turned over which means it gets noticed.
5. Extremely low CPT (Cost per Thousand) – R10.00 per thousand!
6. High ROI (Return on Investment) – R0.01 per view!
7. Covers are always working during shopping hours, stationary or moving, so there is no wastage.
8. Covers are just below eye level and eye catching, meaning people look directly at your message.
9. Covers are big, moving, unusual and unique which means they cannot be missed.
10. People can’t help but look – TRY IT, you will be AMAZED!!!
All orders to be placed through Red 2 Green Marketing.
Annie Kluson 082 654 4437 firstname.lastname@example.org
Lise Kluson 0827994912 email@example.com
Landline – 011 465 4449