AAAA National Conference Features HCPN as Case Study
Presentation profiles Jack-in-the-Box'

HCPN campaign as 'Best in Breed'.

The American Association of Advertising Agencies held its annual conference last week in Las Vegas. Conference speakers this year spent more time than ever discussing the growing popularity of non-traditional media. Included in this year's conference was a 2-hour panel discussion focused exclusively on place-based and other new media; attended by hundreds of AAAA members.

Sharon Hatch, Vice President and Director of Horizon Media's Out-of-Home Division, led off this discussion with a short video presentation of an HCPN campaign that Horizon planned and executed last year on behalf of its client, Jack-in-the-Box. The video provided a brief overview of the campaign's goals and objectives, as well as highlighted key results; including the generation of over 200 million gross impressions, the distribution of nearly 600,000 coupons and an ad recall rate of nearly 90%.

"We were thrilled to be a featured case study for new media at the AAAA Conference this year," said Richard Hirsch, HCPN's EVP of Marketing. "Agencies and their clients are increasingly recognizing that place-based media has evolved into a powerful tool that can measurably move the needle on sales and branding. HCPN does this everyday for its many clients, including Jack-in-the-Box. We're proud to be identified as 'Best in Class' in our industry and look forward to continued success in 2007 and beyond," he added.

To view the short Jack-in-the-Box video that Sharon presented at the AAAA conference, click here.

To download HCPN's new media kit, click here.

Beyond the Panel: New MRI Segmentation Analyses reveal health club members are "Buyers of the Best"
Provider of data for media planning and marketing campaigns now offers insightful profiles on consumer buying styles, with active health club members indexing strong in the "Buyers of the Best" category.

"Consumers with similar demographics often have quite dissimilar approaches to consumer products and product categories," says Michal Galin, Vice President of Research at MRI. "These segmentation analyses are designed to help marketers go beyond demographics to understand the ‘why’ that underlies consumer behavior."

For the Buying Styles analysis, MRI grouped consumers into five distinct purchasing profiles: Buyers of the Best, Habitualized Havers, Swayable Shopaholics, Conscientious Consumers and Penny-Pinchers.

According to MRI, active health club members indexed at 138 for Buyers of the Best (and only 68 for Penny-Pinchers). MRI categorizes Buyers of the Best according to the following terms:

"We're thrilled with these new MRI analyses, for both our clients and ourselves," said Richard Hirsch, EVP of Marketing for HCPN. "MRI's traditional database reveals health club members to be upscale, early adopter, influential consumers in their communities throughout the country – so it's not surprising they would index so high in the Buyers of the Best profile. Our clients have been benefiting from our ability to uniquely reach this attractive audience for over a decade, and we look forward to even more success in the future," he added.

Who we are:

Health Club Panel Network™(HCPN) is the largest provider of advertising panels and other marketing opportunities in the top U.S. health clubs.

HCPN's exclusive relationship with over 2500 clubs offers unique, uncluttered access to a targeted group of millions of active and influential consumers. Interested? Click here to learn more.

Visit Health Club’s Premier Member Profile…

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