Posters In Transit

Research

We understand the importance of accountability to our clients, so we conducted the following study to illustrate the coverage our vans were achieving.

We followed just eight vans over a three-week period in London, with an emphasis on the West End and the City. The following map shows the result. Multiple hits in the same locations show as a denser red, with the lighter pink showing fewer hits.

It is interesting to see that the West End and the City received total coverage with multiple hits. All other areas were well covered, especially on major routes and suburban high streets.

Coverage Tracker Map

Post campaign research/awareness - Tradesmen

Following a 1 month poster campaign on Posters in Transit van rears, an independent survey was commissioned to measure the awareness of local tradesmen, who were the target audience for this campaign. The campaign ran for the month of October, and the survey was conducted on 7th and 8th November.

As well as measuring awareness, the survey included some qualitative research into how tradesmen felt about (Trade retailer A) as a result of the campaign. In summary, the results were very positive as can be seen from the following pages.

AWARENESS OF (TRADE RETAILER A) POSTER CAMPAIGN ON POSTERS IN TRANSIT VAN REARS

(Trade Retailer A) - independent dipstick survey - random survey outside other trade outlets
Tradesmen working in the Midlands
Total 70 respondents (Northampton - 40, Birmingham - 20, Hinckley - 10)

Awareness across all locations

Unprompted awareness   36 (51.5%)
Prompted awareness   26 (37.0%)
No awareness   08 (11.5%)
70 (100%)
Total awareness   62 (90%)

AWARENESS OF (TRADE RETAILER A) POSTER CAMPAIGN ON POSTERS IN TRANSIT VAN REARS BY LOCATION

Northampton - 40

Unprompted awareness   21 (52.5%)
Prompted awareness   15 (37.5%)
No awareness   04 (10%)
40 (100%)
Total awareness   36 (90%)

Birmingham - 20

Unprompted awareness   09 (45%)
Prompted awareness   07 (35%)
No awareness   04 (20%)
20 (100%)
Total awareness   16 (80%)

Hinckley - 10

Unprompted awareness   06 (60%)
Prompted awareness   04 (40%)
No awareness   00 (0%)
10 (100%)
Total awareness   10 (100%)

Frequency

Out of all awareness the number of times the poster was seen.

Northampton:  1-6 = 33 : 7-12 = 3
Birmingham:  1-6 = 11 : 7-12 = 5
Hinckley:  1-6 = 5 : 7-12 = 5
1-6 = 49
7-12 = 13
Total = 62/70

RESPONDENTS CUSTOMER PROFILE

Approx how often do you buy wood from (Trade Retailer A) (base 70 respondents)

Never  4
Every 6-12 months  6
Every 3-6 months  7
Every 3 months or so  22
Every month  22
Every week  9

IMPACT OF (TRADE RETAILER A) MESSAGE

Tradesmen's response to van poster campaign/poster creative

"Does the message on the van poster make you feel…"

1. More positive about buying Trade Retailer A wood 41
2. Less positive about buying Trade Retailer A wood 1
3. No different about Trade Retailer A wood products 28

These responses need to be put into perspective.

a: Trade Retailer A have a generally held bad reputation for quality of wood and high prices.

b: Many of the respondents answering 3. either do not buy from Trade Retailer A often or are put off by the pricing.
"XXXX are OK but not too keen on their prices, but in hindsight the poster is quite reassuring". (Plumber – Birmingham)

c: Many respondents answering 1. qualify their comments by saying that they would go to the store to have a look for themselves. (13)
"Their wood is usually poor quality so poster is quite reassuring, would definitely go and check it out". (Builder – Birmingham)

d: A few respondents report that the quality of wood from Trade Retailer A has improved recently.
"Have an account with XXXX. Their timber products have improved slightly. Poster does make me feel more positive about buying from XXXX". (Loft Conversions – Northampton)

e: Almost all the respondents answering 1. mentioned feeling more reassured by the poster message.
"Had a lot of bent timber in the past. Makes me feel more positive about buying their products". (Carpenter – Northampton)

f: Quite a few respondents answering 3. still see the poster as a positive message.
"Don't really go to XXXX a lot. Have bought from there in the past. Quality wasn't good so poster is reassuring. As long as they keep to the promise". (Painter/Decorator - Hinckley)

g: Of those respondents reporting unprompted awareness of van posters, recall of poster message was high…

Northampton
Unprompted awareness of poster campaign on van rears   21 (52.5%)
Unprompted recall of poster message   19 (47.5%)
Birmingham
Unprompted awareness of poster campaign on van rears   09 (45%)
Unprompted recall of poster message   08 (40%)
Hinckley
Unprompted awareness of poster campaign on van rears   06 (60%)
Unprompted recall of poster message   03 (30%)