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.
(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)
|Unprompted awareness||36 (51.5%)|
|Prompted awareness||26 (37.0%)|
|No awareness|| 08 (11.5%)|
|Total awareness||62 (90%)|
|Unprompted awareness||21 (52.5%)|
|Prompted awareness||15 (37.5%)|
|No awareness|| 04 (10%)|
|Total awareness||36 (90%)|
|Unprompted awareness||09 (45%)|
|Prompted awareness||07 (35%)|
|No awareness|| 04 (20%)|
|Total awareness||16 (80%)|
|Unprompted awareness||06 (60%)|
|Prompted awareness||04 (40%)|
|No awareness|| 00 (0%)|
|Total awareness||10 (100%)|
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|
Approx how often do you buy wood from (Trade Retailer A) (base 70 respondents)
|Every 6-12 months||6|
|Every 3-6 months||7|
|Every 3 months or so||22|
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|
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
"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…
|Unprompted awareness of poster campaign on van rears||21 (52.5%)|
|Unprompted recall of poster message||19 (47.5%)|
|Unprompted awareness of poster campaign on van rears||09 (45%)|
|Unprompted recall of poster message||08 (40%)|
|Unprompted awareness of poster campaign on van rears||06 (60%)|
|Unprompted recall of poster message||03 (30%)|