Confirming the effectiveness of advertising frames in sports changing rooms.
To evaluate the strength of advertising posters in sports changing rooms and other key sporting locations within the local communities. The survey wanted to test the relevance and usefulness of this innovative form of brand marketing.
Measure the players accessibility and exposure to the posters. The survey aimed to provide a justification that this new exciting and innovative form of raising brand awareness and influencing brand attitude can be highly valuable for companies wanting to engage with their key consumer.
Grassroots media sent out an online survey to their member clubs for the players to complete. The clubs were provided with an incentive in the form of a £50 donation, ensuring a high participation level. The online survey first incorporated questions to clarify the target audience, such as 'total household income'. The players were then asked about their exposure to the advertising posters, whether or not they recognised the brand and finally their attitudes towards the advertising campaign.
The results were significant. They powerfully illustrate the effectiveness and usefulness of this new form of advertising, and its ability to reach out to a specific target consumer. The recall figure of 65% for the posters are a testimonial to this. Moreover, players displayed their positive attitudes to the brands campaign when being exposed to the poster.
The campaign overwhelmingly supports the belief that advertising frames in changing rooms can heighten brand awareness, help brands refresh their image, initiate conversation about the campaign and generate real interest.