Point-Of-Purchase Audio Marketing
Case Study #1 

The Client

Fresh Encounter

What They Do

The company operates more than two dozen smaller, hometown grocery stores in western Ohio and eastern Indiana, including Great Scot, Community Markets, Fulmer, and Sack 'N Save.

Overall Goals for POP Audio Marketing

Increase revenue by encouraging impulse buys, and making shoppers aware of new, higher margin and/or under-performing products.

Specific Goal of This Message

Mike Love is the manager of the Great Scot store on Broad Avenue in Findlay, Ohio. He wanted to promote a protein drink called Bolthouse Farms because he felt it was underselling. (Typically, only four to six 33-ounce bottles are purchased each week.) We crafted a Point-Of-Purchase Audio Marketing message and a half-off offer to entice shoppers to try the product, and then played the Bolthouse Farms message in regular rotation - just once every 4 hours.

Client Testimonial

Produce Manager Mark Andrus reported that sales of Bolthouse Farms jumped 400% (up to 18 bottles) during the week-long Point-Of-Purchase Audio Marketing promotion, and then dropped back to the normal four to six bottles per week when the audio stopped. Mr. Andrus said that shoppers even approached him and asked for the product by name after hearing the message.

Sample Script

Bolthouse Farms beverages are 100-percent healthy, 100-percent natural and 100-percent delicious. There's nothing artificial added, so Bolthouse Farms is as flavorful and healthy as nature intended. Smoothies with the freshest blend of fruits and packed with nutrients. Perfectly Protein drinks with the finest ingredients like 100-percent Arabica coffee, premium cocoa and Madagascar vanilla extract. And right now Bolthouse Farms smoothies and protein drinks are half-off the regular price. Just ask for a coupon when you checkout. You'll find Bolthouse Farms beverages in the Produce section.

Audio Sample

Double-click the play button to listen to the Bolthouse Farms Point-Of-Purchase Audio Marketing message.