Don’t leave it too late to reach your garden lovers

 

The gardening season is something of a mystery these days with the hottest weekend in Feb followed by a thick covering of snow a fortnight later, promises of Indian Summers combine with threats of Arctic blasts – so when should you start advertising for gardening products?  We have found that the early bird can certainly catch the worm. You need a strong offer to tempt people, but with that you can certainly extend and maximise the garden season.

Out & Out starting selling their garden furniture in January this year– 2 months earlier than usual and we have had some amazing results to pre-order products. So we may not know what weather is around the corner, but being British we want to make sure we are ready to enjoy every drop of sunshine that comes our way.

TV is ideal for reaching the mature market

If you are spending monthly budgets for £25k+ in newspapers & magazines with products that target the mature market then TV is a great addition to your schedule.

The 65+ market are high consumers of daytime TV, where you can target them efficiently with the right channel selection.  The programming in daytime is low engagement so response rates are higher, and due to the wide variety of channels available you can select the channels with lower viewing figures to make it low risk during the learning phase.

Many agencies buy TV as a package of channels, the sales house bundles channels together and you agree a budget across these channels, but they can weight the delivery by channel to suit their inventory.  This is fine for branding and products with a very broad audience, but if you are going for a niche audience (like 65+) then there is too much wastage for this approach to be efficient.  For example the UKTV channels would include Drama, Alibi, Yesterday, Home, Really, Gold, Eden (all good for 65+) but also Goodfood, W, Dave (not good for 65+) – the same would be true of the Sky packages.

Adults 65+ view TV mainly in a comfort, unwind or In Touch state

The states typified by the 65+ audience and indeed the programming within them, are conducive to response; for comfort and unwind they are in relax mode, the content is low engagement and easy to view and for In Touch it is news, current affairs and documentaries – again programmes that are easy to interrupt and to act on an ad.

In contrast, the higher states for a younger audience are distract and indulge, which include series and movies which are highly engaging.

Target Channel Group … A65+ IMPACTS (R/W) A16+ IMPACTS (R/W) Proportion of 65+ viewers
A65+ Total 69,619,061.02 196,041,963.86 35.5%

The stats above show the % of viewing impacts that are 65+ as 35%, the 65+ population is 23% therefore there is a positive index of 152 so a very strong market to get targeting through this medium.

Attinger Jack can help you approach TV on a low-risk, test basis. Every channel on your schedule would be chosen purely to deliver the best results for your business and not for any other reason.

 

 

AJ’s Print Challenge is on

A writer’s job is almost done with a headline like that, who could resist such an offer?

You may not think to come to AJ when you’re looking to save money on print, but we can deliver great results in this area.

AJ is well known for our press and late space buying but we also buy large volumes of print through our insert and door-drop programmes. Through our insert work we’ve found it’s crucial to keep on top of print prices. Our experience has taught us that using the same company time after time tends to result in service declining and prices rising. If this sounds familiar we can help.

At AJ we’re increasingly helping our clients with their print requirements.  Many clients will send us their print brief and we’ll pass it on to our network of a few trusted printers, who always deliver in terms of product and price.

We understand how a small price increase can affect the bottom line and we strive to make every penny count, regardless of where it’s spent. So, let us know next time you have a print requirement. We’ll send on the same brief to our printers, as you do to yours, to ensure a direct comparison.  In the rare event we don’t save you money, you’ll still have peace of mind that you’re getting the best deal possible, and a glass of Champagne in your hand. Win, win!

We’re currently offering a bottle of Champagne to the first 5 people to send in their quote, regardless of the outcome.

Challenge AJ to get you a better deal – contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

A fresh look with an eye on the budget

AJ and Aquability have an 18-year working relationship, which has seen great success for the client over the years. Recently, AJ have been helping them update their image.


Aquability’s last photoshoot took place in 2010, a year when the word Brexit meant nothing to most of us, a time before Andy Murray had won Wimbledon and since then over 6 different iPhone models have become the new ‘must-have’ item. It is understandable then that the imagery used in their press ads was fatiguing. Realising this, AJ had been lobbying with Aquability for a review of their customer recruitment photography.

In December 2018 Aquability commissioned AJ to prepare for a photoshoot to support national press and other marketing collateral. AJ were also asked to prepare a proposal to shoot footage for an online sales video to support a new Walk in Shower.

During the proposal preparation for the video, AJ discussed with the client the opportunity to optimise its cost and recommended that Aquability also shot some extra footage to enable the creation and edit of a TVC. AJ prepared costs for with and without the TVC but the evident cost advantage in shooting both at the same time really appealed to the client. AJ’s initiative effectively saved the client 73% by shooting both projects together.

The photography and film shoot were a great success and our client is extremely happy with the outcome. This Spring will see a host of fresh looks for Aquability: new Press Ads are live, and the Sales Team’s video and TVC are soon to be completed.

To learn more about how AJ can inject a fresh energy into your ads contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

The Power of TV Advertising in Four Charts

In the age of Digital Media, with all its online sources and playback TV, you may think advertising on live TV isn’t the force it once was. Although live TV competes with these different avenues of entertainment, it remains an extremely powerful medium.

The following Thinkbox charts highlight the significant reasons for this and when combined with test budgets that range from £20K to £40K, it is a low risk, manageable and of course accountable strategy. There has never been a better time to test TV. Despite competition from online and other streams of advertising, TV has the lion’s share of ad viewing time with a dominant 95%.

In terms of how adults spend their ‘media day’, no other medium comes close to TV, with TV being over 1/3 of the average adult consumption – this compares to press at 3% and magazines at 1%!

Not only does TV command the top spot in ad viewing time but it is also shown to be the most enjoyed form of advertising. Unlike online ads, which consumers can feel to be intrusive and cold, TV ads are seen as positive and can be more emotive. For this reason avoidance is low and it also means you have far more control over the information you wish to pass on to the consumer – you can’t make them read certain aspects of your ad, or even look at it in the newspaper,  but having someone’s attention for 30/60/90 seconds is something that is hard to replicate with any other medium in a positive way.

 

Finally let’s talk profitability. TV is highly efficient and according to research carried out by Thinkbox it delivers a stronger ROI than all other mediums.  One of the reasons TV is so effective is because it has the highest headroom for spend –you can deliver more volume on TV, because of its scale and popularity, before your spend becomes inefficient.

To explore how AJ can take your business to the next level contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

The results speak for themselves

At AJ we base our whole business model around attribution and our clients’ results prove how effective this approach is.

When we start working with a client, we strongly encourage them to take this philosophy on board. To unlock the full roll-out potential of print media, it is crucial to have a strong understanding of where your sales come from. This understanding is garnered directly from results and assumptions of customer habits can hinder this process.

We started working with Charles Tyrwhitt last year and though they were well experienced in offering discount codes, we felt that obstacles were created for their customers in the way these codes were used in their ads. They had a mechanism in place which required consumers to type in a unique URL to access their offers. The thought process was that the customer would have saved the ad with the URL. However, we believed this was causing them to miss out on orders. We felt this was purely because the majority of customers would actually use Google Search to find Charles Tyrwhitt, which would instead take them to the homepage and therefore not allow access to the offers.

After suggesting a different approach to Charles Tyrwhitt, they agreed to test a code at checkout via the main site and the results now speak for themselves. Times Magazine sales increased by a whopping 415%. Metro sales also saw a phenomenal growth, up by 375%. These results have now put press firmly back on the plan for Charles Tyrwhitt in 2019.

To hear more about how AJ’s insights can deliver serious gains, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

Come rain or shine

Like clouds heavy with rain and the brightness of a summer sky, our lives are made up of both darkness and light. When life throws some darkness our way, it can be hard to see through the clouds however, it’s at times like these that the best of us knuckle down and make sacrifices to do something positive and serve as an inspiration to others. Recently, AJ’s own Alice Buttling received some desperately sad news. Her step-sister Becky, who having fought breast cancer and been in remission for two years, was told that the cancer had returned and that it is so aggressive it is incurable.

Facing this diagnosis with awe-inspiring bravery and selflessness, Becky is determined to fight on. In emulation of Becky’s courage and resilience Alice has taken up a mighty challenge in a bid to raise money for Becky’s chosen charity, The Dorset County Hospital Charity.

Alice has set herself the goal of running every day in 2019, come rain or shine, with a target distance of 500 miles. Completing this Herculean task, alongside duties as a single mum of three and Agency MD, will be a truly impressive feat and one worthy of sponsorship. So many of us have felt the cruel touch of Cancer in our lives or witnessed it in the lives of our friends and family – not surprising given the fact there are more than 360,000 new reported cases in the UK every year.

If you would like to offer your support you can donate by visiting Alice’s JustGiving page below and follow her progress via Facebook. Alice has Attinger Jack cheering her on, along with her many other supporters and we hope many of you will also show your support for this exceptionally deserving cause.

We know you can do it Alice!

Alice’s Just Giving Page:

https://www.justgiving.com/fundraising/alice-buttling-smith1?fbclid=IwAR2AmM995xTig7HM4eu3tmbXwgUMhYHl7zU0mOjIg2sf4kb3e7t7wReebhE&utm_campaign=pfp-share&utm_content=Alice-Buttling-Smith1&utm_medium=fundraisingpage&utm_source=Facebook&utm_term=VJnJPpZDn

Learn more about The Dorset County Hospital Charity visit here – http://www.dchft.nhs.uk/charity/Pages/home.aspx

 

Hitting the right spot

With more and more channels available these days, it is vital to determine which channels can yield the best results.

When it comes to planning a TV campaign, we always aim for a mix of targeted channels. It is important to diversify, so we select a variety of channels, ranging from those with larger viewing figures to drive volume, to much smaller channels to build frequency. Our balanced and cost-effective strategy delivers proven results in terms of response but also positively impacts the performance of all other mediums, building awareness as a by-product.

We have identified Smithsonian, a new channel launching in February, as a great fit for a number of our clients. Named in homage of the Smithsonian Institute – a collection of some of the world’s greatest museums – it will provide “award-winning programming that shines new light on popular genres such as air and space, history, science, nature and pop culture”. Targeting ABC1 professional males over the age of fifty, we see a great deal of potential in this platform for our clients, so watch this space.

At AJ, we are always willing to test new avenues in a bid to deliver great results and with our Adalyser software for TV, we’ll know exactly which channels are working for our clients and tailor our strategies accordingly.

To find out more about how AJ can target your customers via TV, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

Beating the January Blues

January can be a tough month. Most of us are busy fending off the temptations which can derail our New Year’s resolutions and the dizzy heights of Christmas and New Year parties seem a distant memory. In this period there can be a parallel slump in both energy and response rates, but we’ve found a great way to beat those January Blues.

Like a jogger keen to shed some turkey and mince pie-related weight gain, the key is to get active early. This means the spirit of post-Christmas sales are still present. In previous years we’ve found that shopping momentum, driven by deals, can continue well into the third week of January. This can be a lucrative period, there are deals to attract customers and the dreaded January credit card bills haven’t yet dampened their enthusiasm.

We made the most of cheap deals from the papers closing the first weekend of January and encouraged our clients to keep spending, particularly during this first weekend. Following this strategy, we’ve achieved particularly great results in January for Cashmere Centre and H&B.

To hear more about how AJ can stave off your January Blues contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

Hats off to Lesley

With Christmas creeping ever closer, it’s time for that most festive of office traditions – the AJ Christmas card.

Once the office divas – not naming names…. okay, we all know I mean Sam and Vince…had negotiated hair and make-up, sympathetic lighting and control over any re-touching, we were ready for the photoshoot. Lesley had been busy preparing the location for the shoot and there was such laughter coming from the boardroom that we all wondered what on earth was happening. We soon found out it was the ridiculous range of headgear that was providing the source of her merriment.

Photoshoot over, a mince pie was our reward for suffering in the name of Christmas cheer this hat-humiliation. A big thank you to Lesley for organising the card – here she is taking a break from making new business calls and modelling the hottest hat from this year’s turkey range.

I’m sure you’ll be waiting eagerly for the postman to give you our card featuring the whole team. Happy Christmas from all of us at Attinger Jack!