Supermarket advertising is an innovative and localized form of brand advertising that distinguishes a company from its competitors. Advertising, since the beginning of print publications, is an important tool for companies to expose their products to their markets. But, with the out dating of print came the out dating of print advertising.
Increased technology created a new path for companies. Advertisement now takes on multiple forms throughout the internet, TV, radio, apps, etc. But, many small to medium sized companies want to reach their local market. Advertising on a wide scale through platforms larger than their target market is a waste of time and money. Why? Brand loyalty stays in local markets. An innovative way to reach those local markets is through supermarket advertising.
What is one thing all people need to do? Eat. Every target market visits the supermarket. The supermarket is a a local businesses’ dream land to localized advertisement. No turning pages, no changing channels, no hoping your ad will be seen.
There are three distinct keys to supermarket advertising success—Repetition, Targeting and Exposure:
Repetition: Sure, some people may just order food or do their shopping online. But, the average consumer visits the grocery store an average of 2.2 times per week. That is almost 3 exposures of your ad, per customer, per week. Potential customers are going to remember your ad!
Exposure: Not only are consumers going to the grocery store, but they are spending an average of 41 minutes per trip there. That’s an average of 90.2 minutes or an hour and a half of exposure to your product or company every week.
9 out of 10 shoppers say they shop at the same supermarket throughout the year. So, a company’s supermarket advertisement is getting continuous exposure by the same costumer for weeks at a time.
Targeting: Even with the growth of technology, the average American is still visiting the grocery store on a weekly basis. Although online shopping has increased over the past 10 years, grocery shopping has remained a mostly brick-and-mortar experience. In fact, only about 3% of shoppers say they buy their groceries online.
When someone picks up a newspaper, they might read it for two seconds, skim some pages, skip a couple of pages, and throw it out. When someone hears a commercial on TV or on their favorite Pandora station, they may tune it out or turn down the volume.
These are uncontrollable consumer behaviors. Everyone needs to eat. Supermarket advertising guarantees exposure to the correct market for the perfect amount of time.