The Exchange is testing this year three new exciting television marketing channels: Misses and Juniors Softlines channel at Fort Bliss, Operation Be Fit channel at Fort Belvoir, and a Health/Beauty channel at Tinker Air Force Base. The TV screen will be located directly in the section of where the category is housed. Therefore, the screen for the Health/Beauty channel at Tinker will be in the HBC section of the store.
The goal is to see what impact we have on sales lift and customer behavior. At the end of the year, the Exchange will decide which one out of the three channels to move forward with.
The good news is that we have an opportunity for you to submit your national ads for broadcast. There is no cost for you to participate during the test (through end of 2014). Ads will repeat approximately every 15 minutes. This is a great opportunity for you to reach customers at the very moment they are making their product decision. Both digital signage studies and our own internal survey found that screens, such as these, have the following benefits:
This is a great opportunity to feature all the wonderful advertising that is already created for National TV advertising. If you would like to participate please start submitting your advertising to me for my respective categories. I ask that you title the message in the following manner: Tinker Health/Beauty Channel Advertising – Brand XYZ start date 1 May
- Half of customers indicated they noticed an ad.
- 1 in 5 made an unplanned purchase after seeing the ad.
- Nearly half of surveyed customers say the screens influenced their purchase decision
- A quarter of surveyed customers say the screens "strongly" influenced their purchase.
Since this can be time sensitive it would be best to follow the naming convention of the subject line as laid out above.
Based on installation of the screens the target date for the start of this program is 1 May so please start sending in your ads. Once submitted to me please follow the attached instructions for upload to the ftp site. No advertising will be featured until coordination between our Digital Media Networks team and the buyer has occurred. Featured advertising will also be worked according to the most current product assortment selection at Tinker. To submit an ad or video, please refer to the attached document for video specifications and how to deliver the file. If you have an assigned air date or time sensitive ad, please make sure we have it no less than 10 business days prior to the start.
Thanking you in advance for your participation!
Buyer, Merchandising Directorate
Army & Air Force Exchange Service
7701 Las Colinas Blvd., Ste. 800, Irving, TX 75063