All of SPAR's marketing campaigns are based on an in-depth understanding of our customers and what motivates them and are developed in consultation with retailers to deliver the best marketing programmes available.
A synchronised approach
SPAR runs fully integrated campaigns using television, radio, press and door-to-door leaflets. All of our communications activity has been designed to reach the audiences that our research has identified as our core targets.
By using a mix of media we are able to ensure that SPAR has an advertising presence for a greater percentage of the year. As each campaign approaches, every retailer and Retail Distribution Company receives details of precisely where the advertising will appear, along with the exact dates and any product or price messages. Every year, each Retail Distribution Company actively supports the national campaigns on a local level by creating advertising to tie in with creative themes and current promotions.
We have a number of marketing tools at our disposal, including:
SPAR Live Radio
The SPAR Live Radio station is on the airwaves from 6am-11pm, 7 days a week, 52 weeks a year, in 1,228 SPAR stores. Both customers and retailers believe SPAR Live is an important part of the store environment, and advertising on SPAR Live Radio has been proven to increase sales.
Promotions
Value will always be a very important message and benefit at SPAR, and we have continued to communicate this strongly through promotional leaflets highlighting Real Deal offers and key seasonal themes, together with other promotional activities. This activity helps increase footfall all year round, protecting your margins and increasing overall profit. Our hugely successful Real Deals programme has an impactful new look that communicates the value message even more powerfully.
Sponsorship
Because SPAR is worldwide, our retailers benefit from a sponsorship that is unmatched by other symbol groups. We have been a major sponsor of European Athletics since 1996, giving us primetime BBC coverage that money literally can’t buy. We have also been an official sponsor of UK Athletics since 2004.
PR
We have a comprehensive programme of PR, including in-store and national activity planned throughout the year in support of the NSPCC. We know our retailers like to get involved with charity fundraising and the community too, so we have a PR team dedicated to retailers, making the most of your stories.