SCP7 PARKING High visibility
When Jon Brewer damaged his car after driving into a hidden kerb in a car park, he set out to make protection from low walls, barriers, kerbs, bollards and other vehicles commercially viable
only does the device help to make car parks safer and lower the chance of insurance claims, it can also be used for advertising with half the revenue generated going straight to the owner. Launched just a year ago and showcased at Parkex in March,
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StopAd is already in 12 car parks including shopping centres CrownGate in Worcester, Swan Centre in Kiddeminster, Guildhall in Stafford and Marriott’s Walk in Oxford. Fifty more sites have signed up where StopAd will be in place in the next six months. And as a partner of NCP, further plans are due to be rolled out in the coming months. “It’s been very successful,” says founder and managing director
Brewer. “It’s a no-brainer - we put them in for nothing and the owner gets a percentage of the advertising revenue.” StopAd will also source the advertisers in-house, requiring no extra
time from operators or centre staff. And StopAd can also be bought outright, at £15 per rod, for
operators that want to sell their own advertising. Where this has been done in shopping centres, it’s usually used to promote the mall’s own retailers. “The ads are directional because people have to see them,” says
Brewer. “If an in-line restaurant uses one to promote a discount or special offer, it might make the difference in driving the shopper to that particular tenant.” If bought outright, payback takes just three months with any
topAd was his answer. Made from a ‘memory plastic’ rod with a disk attached at the top it is placed, usually at the end of each parking bay, to help drivers with spatial awareness. Not
revenue generated thereafter pure profit. For a 500-space car park, Brewer calculates StopAd will generate £22,000 a year, “and that’s big money,” he says.
THE BENEFITS FOR ADVERTISERS ARE CLEAR “We did a survey of 87 people who had used a shopping centre car park,” explains Brewer. “All of them recalled not only the StopAd advert in the bay they parked in but the one in the next bay as well. “We also placed a poster ad by the car park entrance for
comparison but not one person could remember what it was for.” Advertisers include Debenhams, Coca-Cola, Cadbury World, British
Gas and Norwich Union, paying £75 a month for a package of ten panels. Panels can also be used to reserve spaces or to distinguish disabled or parent and child only bays. Put in without the need for drilling or otherwise affecting the
structure of the car park, StopAd is durable too. Memory plastic Polypropylene is a low weight material that offers significant resistance to repeated impact, so if a driver does hit the rod, it’ll snap back into place and won’t cause any damage to the vehicle. It’s also heat resistant and can operate in temperatures up to 100°c, making it ideal when exposed to external elements, and low moisture absorption helps to ensure long-term stability.
Find out more: For more information, please contact the author:
mia.hunt@
jldmedia.com
www.shopping-centre.co.uk June 2011 SHOPPING CENTRE
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