We’d been selling the Robo Fish for a few weeks before the TV campaign kicked in. As soon as we knew it was on air we moved the display and added the sign AS SEEN ON TV. Sales took off and I’d say this is because of the TV campaign.
The red sign was to reinforce it, as if to say – yes this what you saw on TV.
We have plenty of products in our newsagencies that are promoted in TV campaigns. Rather than promoting all of them like this, we choose the products with a point of difference, products out of the ordinary that people will remember, like these Robo Fish.
The TV campaign connection works at driving new traffic as well as getting existing shoppers considering the items.
This type of engagements starts with us being aware of what is on TV. Some supplies supply us (thank you!) while for others we need to find out for ourselves.
FYI, we downloaded the AS SEEN ON TV sign from the internet. It’s a common graphic representation of this – something people recognise.