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Intro To Washroom Advertising
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The Perfect Outlet For Your Brand
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Ten Ideas For Your Dealership
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Why Washroom Advertising Works
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Happy Clients
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Proof That This Advertising Works
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Slash Your Advertising Costs
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How To Order / Summary
Introduction
Washroom advertising...probably the most effective media ever invented!
Welcome to this special report for Main Dealerships compiled so that you can see how successful washroom advertising will be for your business.
Washroom advertising is incredibly effective and provides stunning value for money for the following reasons:
- An audience of thousands of brand conscious consumers who will see your message seven days a week, 364 days a year.
- 57% are aged 25 to 55. 66% are ABC1s
- A totally captive audience who have nothing better to look at
- An average dwell time in front of your poster of around two minutes means you can convey longer and more convincing messages
- Guaranteed gender specific!
- No other media can match this for price and value for money
We deliver exceptional advertising opportunities to our clients. Just look at some of our ‘Positive’ testimonials to see what they think. We have more than 25 commercially important designer outlets and shopping centres across the UK with over 2 million shoppers every week. We can help you deliver your message to thousands of potential customers every week.
We are confident that once you have tried washroom advertising for your dealership, we will soon be working in a long term partnership that will benefit your business by increasing awareness and sales, so please ‘give us a try’.
Warmest regards and fingers crossed,
Simon
Simon Grant, also Known as Mr. Positive!
M.D. Positive Media Marketing
P.S. This captive advertising works so well because it is un-missable!
back to topThe perfect Outlet for your brand
Who visits designer outlets?
Positive Media Marketing has a portfolio of poster sites in the toilets of the most commercially important Designer Outlets in the UK. Our 600 posters in more than 25 of the most important centres can be seen by an average of 2 million customers a week; that’s 104 million every year.
Designer outlets have been a feature of the UK’s retail scene since 1993 and have become a massive part of the shopping experience for many people. They particularly attract brand conscious consumers who want the reassurance and prestige of original design labels and strong brands, even in these difficult times.
These are the kinds of people attracted to your brand.
- 79% travelling by car
- 66% ABC1s
- 57% age 25 – 55
- 68% visiting at least monthly and seeing your message repeatedly
- And most importantly – these are people currently spending money!
Which? Magazine did a report called ‘Inside the Outlets’ which you can view here. 
They found that the centres offer excellent value for money, with 30% savings over High Street prices. Customer comments often included the atmosphere and experience of the outlet centres, showing how important the experience is as a leisure activity. Many people stay a long time at the centres, enjoying the cafes and other facilities, as well as the savings.
See here for the full Which? report.
See below for a list of our centres and their weekly footfall.
back to topTen Campaign ideas for your dealership
Washroom advertising is a unique medium in the world of out-of-home and ambient marketing. Because of the long dwell times, you can convey much more of your message and in greater depth than with other media.
Adrian Rogers, Sales Manager, says, "...any advertising handbook will tell you that posters have to be short. No more than five words for the headline and not many more for the ‘call to action’. No phone numbers or complicated instructions for getting in touch. Outdoor advertising has to be short and simple. Well, Positive Media’s washroom advertising tears up that rulebook."
"Your Dealership can get promotions over in complete and persuasive detail" says Adrian, "you can list customer benefits, you can provide depth and meaning to your adverts. You can make them 100% gender specific. You can use ‘toilet humour’ to match the location. You can even give them details such as email addresses and phone numbers. They are there long enough to take it all in, and even put your number in their mobile if they want to remember it for later. You can even provide a QR code for them to scan with their smart phone."
Just think of the benefits of being able to add all that detail and persuasive copy the next time you want to:
- Advertise the new registration
- Announce a new model
- Publicise a sale
- Promote a dealership event
- Direct people to your location
- Emphasise specific services such as MOTs, servicing or repairs
- Extol customer benefits, e.g. courtesy cars, or a free valet
- Raise awareness of used car sales
- Highlight special promotions, such as trade-in offers
- Or just generally raise awareness of your dealership.
Washroom advertising offers you the chance to provide a longer message at incredible value for money rates. See how our ratecard compares to other media.
Why washroom advertising works...
...and why it will work for your dealership
Washroom advertising is the ideal medium for your dealership. It delivers an audience that meets your needs and a medium that makes you really stand out.
Simon Grant, MD at Positive, says, "Designer outlets have been a feature of the UK’s retail scene since 1993 and have become a huge part of the shopping experience for many people. They particularly attract brand conscious consumers who want to be sure of getting the quality of genuine brands. Our 600 posters in more than 25 of the most important centres can be seen by an average of 2 million customers a week, that’s 104 million every year.
And they won’t be flashing past a poster on the side of a bus shelter. They will be staring at and reading your advert for an average of over two minutes. That’s why you can give them more information than on normal poster advertising. Independent research has shown exceptionally high levels of recall, not just of posters but of four or more selling points from individual posters."
Some advertisers hesitate at the idea of putting their brand into toilets,’ says Adrian Rogers, Sales Manager, ‘but what new advertisers soon realise is that these are prime locations. The Outlets know that they are providing a whole experience, not just shopping, with food and other attractions. The toilets are always modern, well-lit and clean. An ideal environment for promoting any brand."
Yours' is a brand that attracts customers who are younger, successful, brand conscious, image aware, and still spending in these difficult times. Positive Media’s designer outlets deliver:
- 66% ABC1s
- 57% age 25 – 55
- 79% travelling by car
- 68% visiting at least monthly and seeing your message repeatedly
A3 Washroom Advertising Survey Headlines
- West Lothian College
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35% noticed ads
44% recalled posters
34% remembered message - West End Skills Shop
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57% noticed ads
56% recalled posters
50% understood message
Happy Clients
Don’t just take our word for it!
We know that our washroom advertising works really well for dealerships like yours. We know we can provide you with great return on investment advertising. We know that your business can benefit from one of the best value rate card opportunities around. We know that when you have tried it, you will want to come back for more great returns on your advertising!
And we know that you know we would say that anyway! So here’s what some of our current clients have to say about Positive Washroom Advertising:
- "This is the first time we have tried this type of marketing and we have been pleased with the results. I have actually had a customer ring me and comment on how he had seen our posters and this prompted him to ring us about his vehicle."
Paul Harris, DP, Tarka Isuzu Barnstaple - "Really efficient service and very helpful in producing and implementing our recent poster campaign. Very professional team and I would recommend to others."
Jill Craig, Marketing Executive, Aberdeen Audi, part of the John Clark Motor Group - "Excellent customer service, very helpful. Had a great response to our adverts in the Lowery Centre. At first glance we weren't too sure about the placement, but you have such a captive audience, it has worked really well!"
Emma Small, Marketing Manager, Swansway Honda, Manchester - "Simon, we have had two sales from this advertising straight away and I would like to say a big thank you for the service you provided with advertising the Autoplanet Maidstone at Hempstead Valley Shopping Centre."
Darren Nafi, Sales Manager, AutoPlanet Maidstone - "Romford Mazda have been using Positive Media for three years for the purchase of advertising space and the expediting of the posters at the locations. The results have been excellent and the service is always first class. Positive Media understand the urgency of our requirements and implement them appropriately. From the start it was clear that they understood our aims and have kept our business with their long term proactive approach."
Amarjit Shokar, Sales Manager for Romford Mazda - "...thanks Simon, everything seems great with your service"
Simon Williams, Account Manager MWA-Client Bridgend Ford
If you would like to speak with any of the above, please let us know and we will make the introductions.
back to topProof Positive that this advertising works!
Independent research shows fantastic dwell times and recall
Every marketing manager knows that there is only one true test of marketing effectiveness –impact on the bottom line! But every marketing manager also knows that testing advertising media, messages, designs and so many other factors is the only way to truly know how well any medium is working.
Simon Grant, MD of Positive Media Marketing says, "We have always been very aware of the importance of research to ensure the effectiveness of washroom advertising, and to help our clients develop the best campaigns".
Every advertiser has their own needs, so Positive Media Marketing provides a flexible ad-hoc service to their customers. "We carry out research on the effectiveness of our media. This allows our clients to test how well campaigns stand out. We use independent research companies to check that our posters are being noticed and use prompted and unprompted recall methods to evaluate the effectiveness of a campaign".
It’s not just local research that tells the tale of washroom advertising. American studies pointed the way to how effective a medium it is. A study by Barbour and Monroe for the Rice University in Texas showed that washroom advertising can provide astonishing results in terms of recall and awareness raising, and gave clues as to the long dwell times that the posters achieve.
"Normally you see a poster as you flash past in a car or on the bus and you only have a couple of seconds to take it in. When you are reading a magazine you will often skim past the adverts, and will almost certainly flip the page after a few seconds. The research carried out in America shows just how long people are exposed to the adverts while they are in a cubicle, or washing their hands. It is this long dwell time with a captive audience that makes washroom such a powerful medium and gives advertisers the chance to get more selling points across.
Remember that your business can take advantage of a research service whenever they want, with a survey specifically designed to test the effectiveness of your own posters and campaign."
Slash your advertising costs
How do we compare to other media?
We know that your dealership needs to make sure that you are getting value for money, so we thought you might like to compare our rates with some of your other options.
"If you compare our prices against all other media - radio, newspapers or magazines, we come out tops!. We are less than half the price of newspapers and even less compared to radio advertising’ says Adrian Rogers, Sales Manager
| Cost | Spots | Length | Audience | Cost per Thousand | |
|---|---|---|---|---|---|
| National Daily | £55,500 | 1 page | 1 day | 2,806,746 | £19.77 |
| National Sunday | £55,800 | 1 page | 1 day | 1,927,791 | £28.95 |
| Radio | £13,250 | 260 spots | 20 seconds | 404,000 | £32.80 |
| Washroom Advertising | £4800 | 32 posters | 12 months | 1,405,000 | £3.42 |
Notes
Calculation: 2,810,000 pw /4 (toilet user estimate) = 702,500 *52 (weeks) = 36,530,000 /26 (centres) = 1,405,000. Cpm = £4800/1405 = 3.42
Great Returns
"And you have to remember just how effective washroom advertising is,
The Barbour & Monroe survey said:
"Retention of impressions generated by washroom displays was found to be an average of 40% stronger than by other media".
When you combine this with the incredibly competitive cost per thousand, you can see why washroom media really stands out.
Recent research on one of our client campaigns shows the levels of return on investment that you can expect: 60% unprompted awareness, 50% recall of the campaign messages, when compared to many other media, these are exceptional returns for the advertising spend."
back to topEasy, simple, efficient
How the sales process works
We know that we can make a ‘Positive’ difference to your dealership promotions. It’s probably not a hard decision for you - promoting in the most effective way to the right customers, and at the right price. But we can also make the advertising process as easy as possible:
To get started, just give us a call Simon Grant on free phone 0800 915 4444
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Summary
Washroom advertising offers fantastic value, great returns and a unique medium for getting across your sales messages. The poster locations inside designer outlets provide the perfect audience for your dealership – brand conscious consumers, who are currently spending:
- An audience of thousands of brand conscious consumers who will see your message seven days a week, 364 days a year.
- 57% are aged 25 to 55. 66% are ABC1s
- A totally captive audience who have nothing better to look at
- An average dwell time in front of your poster of around two minutes means you can convey longer and more convincing messages
- Guaranteed gender specific!
- No other media can match this for price and value for money
"Here at Positive Media Marketing we are so convinced of the benefits you’ll get that we are prepared to provide special introductory rates for you to try out this amazing medium,' says Simon. We know you’ll be back for more, so call now to discuss your needs and the availability at your nearest Outlet."
Free phone 0800 915 4444
back to top