Measurement

Using a combination of viewcams, customer surveys and EPOS analysis, we can analyse the impact of communication on attitude, behaviour and sales. The resulting data can be used to select content themes, the type and length of communication and to target the most responsive audiences.

We provide a full research service from the design of the research to analytics and reporting working with are partners Quividi and Nielsen-MORE for Garden Centres, suppliers and manufacturers.

Case Studies

Scotts Miracle–Gro

Scotts Miracle-Gro have successfully used a variety of marketing techniques to raise awareness of their leading brands and sales promotion to create demand in-store.

The Blue Diamond Group is renowned for their innovation and marketing skills.

Earlier this year, Gardening TV wanted to prove the impact of large format LCD and shelf edge screens, in creating awareness, preference and purchase in garden centres.

Working closely with Scotts, the Gardening TV in-house graphics team produced 20 second promotions for Miracle-Gro Patch Magic and Weedol Rootkill Plus for LCD screens and adapted promotional videos for use on shelf screens.

The campaign ran in 9 Blue Diamond locations over a four week period in May-June, with two further Blue Diamond garden centres used as the control. Sales data was gathered by Blue Diamond for the months prior, during and post the campaign.

Gardening TV ensured that the campaign ran on all screens within the scheduled sites for the period of one month and worked with Blue Diamond to place shelf screens within the lawn care section near to Miracle-Gro Patch Magic and Weedol Rootkill Plus displays.

Following the campaign, Blue Diamond supplied sales data for each of the 3 months.

The results of the test campaign saw a significant sales uplift for both brands. This sales uplift was achieved during a peak selling period and high customer demand when campaigns were appearing in other media. It shows that in-store sales promotion and targeted product demonstration can deliver impulse sales over and above what can be achieved in other media.

Glee TV 2010

EMAP Connect wanted to know how effective Glee TV was in engaging with buyers and exhibitors as part of their investment in promoting the show. Glee TV used viewcams to monitor how many people saw the screens and engaged with the content. The analysis shows a high percentage of visitors spent time looking at the show content and advertisements. Through personal interviews Glee TV established that exhibitors valued the channel. Using the research insights EMAP Connect and Retail Networks have developed a new model for Glee TV and PetIndex 2011 to further enhance the value of the channels for buyers and exhibitors.