Final results confirm that regional and local media coverage for National Independents’ Day (NID) on June lst scored an estimated 20 million consumer “hits”, the Federation of Wholesale Distributors (FWD) has been informed.
Alan Toft, chairman of the My Shop Is Your Shop campaign, said: “Nexus, our PR consultants, reported on how 53 items of radio, TV and print coverage had been achieved with an estimated “opportunities to see” totalling 70 million. This would calculate down to an estimated 20 million hits on the consumer audience.”
Given complete nationwide coverage through wholesalers, it is estimated that 35,000 independent c-stores and newsagents participated in NID – redeeming money-off coupons, putting on in-store theatre and other activities.
These figures were reported to the FWD PR Action Group (PRAG) in the de-briefing following the big independent retailer celebration.
Launched in 2004, this year’s campaign has been evaluated as the most effective to date. More suppliers, wholesalers and independent retailers than ever participated.
Toft said: “Every indicator points to the fact that the campaign has become part and parcel of the fabric of the sector.
“With a higher level of promotional activity and more media usage of the MSYS message than ever before, the 2006 campaign leading up to and including NID has been evaluated by PRAG as a model for future years.”
l See page 16 for more on NID