Maiden is launching a money-back guarantee to advertisers if sales of the advertised product fail to increase during the traditionally quiet advertising period of mid-July to the end of August.
The outdoor contractor is offering a money-back guarantee on its point-of-sale six-sheet panels spread across all its supermarket concessions – which include Asda, Somerfield, Safeway, Kwik Save and Morrisons.
If there is no sales uplift of the advertised product during a campaign, Maiden will give advertisers their money back.
Although there is more daylight, this six-week period in the summer is the slowest in the outdoor advertising calendar because many people are on holiday.
Maiden managing director of sales and marketing David Pugh says: “The promotion is being used to show our belief in the effectiveness of point of sale, and to draw attention to the medium as we introduce new packages in September.”
Included in these new packages is the Super Store Shopper pack of 500 panels located in large stores and across a number of supermarket brands. In the past, packages tied advertisers to one particular supermarket brand. Pugh claims this will enable advertisers, such as washing powder brands, to target consumers who are doing their “bulkier, once-a-week shop”.