Objectives
Develop a branded in-store music program to enhance the Subway
Restaurant experience- Build an in-store advertising network that provides brand reinforcement and incremental revenue
Solution
DMI Music & Media Networks developed Subway Radio, providing an in-store audio experience that appeals to Subway’s target consumer and reflects the Subway brand personality. Subway Radio also provides a consistent sound for the restaurant chain nationwide.
DMI Music & Media Networks’s media team helps Subway offset costs of the music network by offering industry-leading revenue sharing incentives for an unparalleled list of high profile sponsors/vendors.
DMI Music & Media Networks creates a hands-on, turnkey combination of advertising sales, creative marketing strategies, and ideas that dovetail with the retailer’s specific merchandising plans and marketing initiatives.
Subway’s ad network is able to promote products and vendors, like American Express and Dannon Yogurt, or lifestyle brands, such as Bally’s Total Fitness, looking to take full advantage of the national and regional marketing budgets that are earmarked for consumer promotions while reaching this exclusive demographic in a unique setting.
Results
A recently released Arbitron study, measuring the impact of in-store audio advertising, stated that 46% of shoppers recall hearing retail audio in their most recent store visit. DMI Music & Media Networks measured Subway Radio’s influence at select Subway locations and yielded these results:
- 8.9% increase in combo transactions
- 6.7% increase in drink incidences
- 9.4% increase in fluid ounces
- 8.2% increase in snack food sales
- 11.6% increase in value meal sales
“Before we had Subway Radio, I would walk into stores at night and “Gangsta Rap” would be playing.
Now with Subway Radio, I don’t have to worry anymore. The managers and employees like it, but more importantly the customers love it!
The personalized commercials are a blessing as well.”
-Bob Grewal
Owner/Operator
Regional D.A., Los Angeles