Our client’s welcome return

No, thankfully global warming hasn’t reached its peak yet, we’re talking hot results. At Attinger Jack we’re helping our client Woolovers capitalise on their peak business season.

With winter’s chill approaching, knitwear becomes the most appreciated part of anyone’s wardrobe and for Woolovers it’s a crucial time for their sales. Woolovers have used AJ in the past but then parted to focus on a change of direction into brand and online. Though, when their results had fallen to a point of not being cost effective, they got back in touch. They wanted to see if we could bring back the cosy and comforting numbers they enjoyed when we worked together previously.

So, we did some analysis and came up with a low risk plan to see if we could warm things up again. We managed to secure cheap rates, better positions and new titles to test, as well as going back into banker titles like The Telegraph and testing some prime sites, like the OBC. Results were so strong that the budgets have increased, and press has again become a key driver on new customers.  We think this quote from the client sums it up nicely….

‘Our previous Media agency wasn’t performing; the ROI’s had fallen to a level of negligible return and spend had declined to almost nothing. We moved the business back to AJ and immediately saw a difference. We worked to a tightened budget but they managed to deliver as much media coverage with positive ROI.

AJ have bought some great positions, which have really worked well, so much so, we have now increased the budget’.

We hear the CEO, regarding our efforts in the press, even quipped “It’s a licence to print money. Do it!”. It will make the cold winter mornings on our way to work that much easier knowing we deliver such brilliant results for our clients.

To hear more about how AJ can help you capitalise on press content contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

A taste of Italy

Recently we have run our first press ad for Pasta Evangelists – we’d love to know what you think.

After hearing about Pasta Evangelists, I just had to try them. I would consider myself a committed Italophile; I love the people, the history and the culture. However, at the heart of my appreciation is the wonderful food. So, I was extremely excited to discover Pasta Evangelists and I must say the divine connotations of their company name certainly ring true. The artisanal pasta, the sauces and garnishes authentically sourced from Italy herself seemed heaven-sent as they appeared through my letterbox. I enjoyed it immensely and a truly delicious product deserves an equally satisfying ad campaign.

Pasta Evangelists have already built a healthy social media following and database but are new to press. Having seen the success Attinger Jack has brought to clients like Donald Russell through press, they wanted to see if it could also be a strong recruitment channel for them.

Direct Response Focused Advert, left,  is tested against the  more Brand Focused Ad on the right

As always, we are taking a cautious and considered approach, testing a single insertion with an AB split in The Telegraph, bought short term to keep the costs down, but still in a great position under the Food & Drink editorial. One creative is more direct response – telling the story of Pasta Evangelists and setting the scene. The other is more brand orientated – with less text, more images and a striking colour block. The jury is still out as to which will perform best. We have a sweepstake running in the office with a mouth-watering prize of a Pasta Evangelists voucher up for grabs. Most of our team feel that the ‘brand’ version will prove the most successful but we’re keen to know what you think.

My opinion? I would go with the direct response ad. If you’re in the mood for pasta? The Devon crab ravioli with Lemon pangrattato, samphire and parsley butter.

To hear more about how AJ can create an ad campaign customers can really get their teeth into, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

A Sign of the Times

Though the newspaper market is seen to be in decline, at Attinger Jack we very much believe there is still plenty of life left in the press arena.

Whilst we can’t ignore the drop in circulations, we also cannot deny that over 5 million newspapers are bought mid-week and 4 million are sold on a Sunday. There is no need for a dramatic call to ‘stop the press!’, like the clichéd and exasperated editor in a scene from a newsroom-based film. With still healthy circulation figures like this, we must simply adapt to the market to optimise advertising content.

What is interesting is that some in the newspaper industry have handled this shifting market better than others. The Times and The Sunday Times have seen very small circulation decreases whilst their major competitor, The Telegraph, have seen greater declines of 20% year on year. The Telegraph would perhaps argue that The Times’ figures are inflated regarding bulk sales. Despite this potential dispute, we can see from the results of our ads that the distribution continues to be of great value to advertisers, with The Times being a very strong title for our clients.

 

 

 

 

 

 

From the perspective of advertising agencies, we desire a greater initiative to combat circulation decline and increase audience engagement. Even if this were to mean free copies to a valued and valuable audience, rather than accept the decline and print fewer copies each month.

Several newspapers and magazines are meeting this circulation challenge head on and are finding success. The I – a concise, low cost newspaper, has overtaken The Guardian and is hot on the heels of The Express, Star and Telegraph. Whilst Private Eye, The Week and The Spectator are showing increase upon increase in their circulations, with Private Eye now out selling some newspapers. This proves that the market is not only still alive, but it is evolving.

The traditional newspapers have not yet moved with the times and an eye for adaptation is now crucial in this market. Attinger Jack would like to see the same devotion and initiative that they display in their advertising to be matched by the newspapers. It is a must to encourage new readers and re-engage with those who have strayed from print into digital versions.

To discuss how AJ can get results for you in this changing market, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

Say it with flowers

We bring success back to press for our clients, which is why Bunches has returned to press as a new customer acquisition source.

Though press circulations used to be triple what they are now, the market is certainly not dead. It still has a vital role to play alongside other streams of advertising. Paramount in making press advertising a success is finding an agency who will use their expertise with passion and willingness for their clients, Attinger Jack is that agency.

Often clients find that when they first advertise online they get results that beat the press figures. Particularly when they are generating repeat business as they find the new online audience has a much higher proportion of new customers and that press percentages have risen as the ads have run and run. So, the budgets shift into online and away from press, in some cases even dropped altogether. However, when Bunches found that their results from online began falling, they knew they had to rethink.

At AJ we have brought success back to press for a number of clients including; Donald Russell, Serious Readers and Thomas Sanderson. Hearing this, Bunches agreed to a £10K test plan to see if we could do the same for them. That is exactly what we did, and Bunches have gone on to spend more than double this figure in the last couple of months and have confirmed a budget with us for November and December. Though don’t just take our word for it, hear what Bunches had to say about our partnership for yourselves.

“We decided to return to press after an 8 year break and AJ held our hand through the process. AJ’s initial approach of A/B testing different propositions really helped us craft a design and an offer that would get us the best ROI. AJ have delivered some great rates for us, enabling us to get our brand in national press within budget”

For matters of the heart say it with flowers, for your business say it with press.

To hear more about how AJ can keep your advertising figures in bloom, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

Pass the Quality Street

There is a TV ‘sweet spot’ which starts on Boxing Day and runs for another ten days. We tell you why it’s an ideal time to test TV ads.

The joyous hysteria of children unwrapping gifts has passed, the reserves of small talk used for the in-laws is running dangerously low and the coma-like state induced by the excess of Christmas feasting has rendered most of the population sofa-bound. The television now becomes the refuge of many, making it a great time to test TV – here’s why.

  • Thanks to the holiday period the viewing figures for daytime television skyrockets, allowing ads to reach the working members of the public as well as the retired portion of the population.
  • Due to this high TV viewing period there is a large inventory, therefore we can buy well below the market rate – typically 25% cheaper than normal. Boxing Day sales start here.
  • It is a very responsive time. The spirit of generosity is flowing and with many being given money as a gift, the shopping is certainly not over yet. The still distant credit card bills coming at the end of January haven’t halted the ‘shopping mode’ many are still in.

We have a number of clients who have tested TV during this period with a very modest budget (£10 – £20k) and they have seen fantastic results. Some have barely come off air ever since. Apparently, the presents aren’t just for Christmas Day and for our clients, testing TV during this ‘sweet spot’ can be the gift that keeps on giving.

So, if you’ve tested TV before and have been disappointed with the results or you are considering getting on to TV but are concerned there may be risks and great expense, allow Attinger Jack to help.

We would create a low risk, robust, unbeatable value plan.  It will be targeted, rationalised and totally unbiased. We have no contracts or share deals with any sales house, so everything you see on the plan is because we believe it will deliver for you. Our fantastic analytics tool allows us to track the results to your website and we can arrange a unique number for telephone enquirers.

Dream Doors 2017

Already have a commercial? We can offer feedback on this, free of charge, and would provide a production estimate for any edits that we would suggest. If you are new to TV then we offer a script to screen service, giving you low cost and highly effective direct response commercials.

The already calorific festive season just got sweeter. Let AJ help you tap into this lucrative period.

Contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

A picture is worth a thousand words

Time is short. On average, we spend 2-3 seconds looking at a print ad. It’s longer than we give digital ads, and we’re more likely to see ads when they’re in print than online, but our haste sets advertisers a challenge.

Eye-tracking research shows that unless searching for a specific product, a reader is more likely to look at the picture first.  Using the right image is therefore fundamental to an ad’s success. The AJ creative team’s expertise in image selection underlines its importance in boosting sales. Here are a couple of pointers:

Match people and setting to your target market

We often choose images including models to attract attention and offer relevance and empathy. Many of our clients produce age-based, needs-driven products so the ads need to feature realistic models of a suitable demographic. Using imagery that speaks to your target audience is vital.

Make product shots clear

Product shots must make the product and its features clear – don’t lose it among the clutter of its setting. Framing, composition and lighting, alongside visibility, are key to showing a product at its best.

AJ has widespread experience in delivering top quality photography. We work with a small selection of photographers, each specialising in different areas, offering a range of expertise to suit our clients’ requirements. If you need to outsource photography or looking for a fresh approach, we can help.

Stock images offer an alternative to commissioning photography when your time or budget is limited. There is a range of options available, with royalty-free imagery and rights-managed options. Quality and cost varies, so AJ can advise on what’s right for you and help you source what’s required. Our experienced studio team can also work with purchased images and successfully ‘comp’ your product into royalty free shots, thereby providing a perfect image.

Traditional stock libraries, such as Getty, offer a variety of images with better technical quality. They can offer the ideal solution when you are looking for very specific images, perhaps featuring a specialist subject or product, or when you need better editorial standout. These higher standards come at a price, particularly for rights-managed images priced per insertion, so can be a great solution as long as you have the budget to match.

In contrast, microstock image libraries, such as iStock, are ideal for sourcing low cost multiple shot options. The libraries are extensive so are ideal if you’re looking to use different shots for different media, e.g. press ads and brochures, or testing a range of images. Ease of use, accessibility and the lower cost of microstock image libraries can come at the expense of quality; editorial standards are not as high and technical standards can vary considerably. Lower cost inevitably increases use so you risk seeing your chosen image elsewhere, reducing your exclusivity.

Whichever way you source images, the message is clear. Don’t say it, show it. Billboard ads, the ultimate time-pressured attention seekers, have been described as a punch in the face. Print ads are similar – you have two seconds to deliver your right hook – and we’re here to help you deliver the knock out blow.

Contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk to learn more about how AJ’s creative expertise can help you.

The more effort you put in the greater the reward

AJ is a proactive agency constantly over-delivering to help clients maximise revenue from their advertising spend. Whether it’s putting forward new media opportunities, suggesting new channels or refreshing response with new creative ideas we never stop – even when things are going well.

Recently, in the space of five days, we proposed these three very things to one of our most successful clients Harrington & Byrne. Capitalising on what was already proving to be a highly responsive press campaign, we turned to their current TV activity and negotiated a reduced CPT to help test a new channel. It proved to be very successful. As a result, the client allocated a further £10K to their airtime spend thereby further increasing return on revenue. In addition, given our learning from press and the response levels achieved, we put forward a cost-effective insert plan to generate even more. And lastly, we took the requirement to refresh the current creative and completely changed the content and look – far exceeding the client’s expectations. All in just one week.

This kind of proactiveness is happening all the time for our clients. It’s generating increased revenue for them and giving them the confidence to try new or additional tactics. In return their appreciation inspires us to do even more.

Isn’t that what a great client/agency relationship should be all about?

Let AJ boost your results with our enthusiastic proactive approach. Contact Lesley Bowman on 01225 758222 or lesley@aja.co.uk

Brand guidelines: stimulate or stifle?

Brand recognition is undeniably important to promote and protect a company’s identity, but does adherence to inflexible brand guidelines stifle sales results when the primary creative objective in a DR ad is to deliver response?

At AJ, we know successful DR advertising combines great creative with smart media buying, working together to drive the lowest cost per sale.

DR creative needs to include a point of difference, a reason to buy, product benefits and to show range. With such high demands, we ask clients to be open-minded, flexible and to trust our depth of DR experience.

This at times causes unease. Clients can become understandably nervous about the tendency of direct response ads to veer away from brand guidelines. We appreciate the investment clients devote to their brand but know from experience that following such guidelines too closely can be detrimental to response.

When you are looking to create a responsive ad to drive sales off the page, strict adherence to brand guidelines can get in the way. AJ’s creative team know what they’re talking about and our ability to turn around failing press is rooted in our true understanding of DR. As a result, based on our recommendations, we’re always prepared to take responsibility.

At AJ, we believe you can reflect a brand’s visual identity without it compromising an optimised direct response ad. It’s just a matter of balance.

Brand guidelines are developed for a reason, they help to define and communicate the personality of a company. They are not there to stifle a company’s bottom line. When style takes over from substance, it’s time to re-consider.

Learn more about how we can produce the right DR creative to support your brand. Contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk

Staying ahead of the competition

AJ is keeping Harrington & Byrne ahead of the competition in a busy coin market by expanding reach inside and outside their traditional press channels.

AJ started working with gold and silver experts, Harrington & Byrne, five years ago. Over that time, spend has increased significantly aiming to maximise return from press as quickly as possible.

When the coin market started saturating, and CPNC increased, AJ had to work harder and smarter to drive costs down. First was the need to replicate the positive results seen from Harrington & Byrne’s traditional full-page ads. These have been complemented by a range of sizes including half page and 20×2 mono. A variety of positions, such as OBC and solus TV and puzzles sites, and multiple sections have also been used to maximise the breadth of readership within a single title. Testing new titles was another important part of the redeveloped media plan.

Just as more press titles bring new audiences, so do additional channels. AJ has bolted on online display packages at huge discounts to attract a different audience and encourage online traffic to the Harrington & Byrne website.

The biggest move, though, has been to test TV, bringing yet another fresh audience and exciting potential. An initial two-week test in February has expanded into a constant TV presence ever since.

With the low-hanging fruit well and truly picked, hard work and clever planning is bringing new life to Harrington & Byrne’s results ensuring they stay ahead of the competition in an increasingly competitive market.

Contact Lesley Bowman on 01225 758222 or lesley@aja.co.uk to discover how AJ can drive up your results.

Replicating success on television

Buoyed by the early achievements of AJ’s print media plan, Kitchen specialist, Dream Doors, is now hoping for success on television.

Dream Doors had restricted their television advertising to just one channel and been disappointed with results, seeing a very high cost per lead and low ROI.

Tasked with improving their results, AJ set about compiling a test campaign, choosing the top converting channels and those with relevant content for the ABC1 45+ target audience.

While Dream Doors had previously scheduled content for the summer months, AJ chose the cost-effective Christmas period for the test campaign. There are bargains to be had over the Christmas/New Year period – competitive pricing, high viewing figures and strong consumer buying. Ideal for a company trying to overcome previous disappointment.

And overcome it they did. Web traffic increased by 25% year on year from Boxing Day through to the New Year. Even more impressively, cost per lead plummeted by almost three quarters.

Not surprisingly, Dream Doors were keen to continue. AJ began to optimise the channels selected, dropping those with the highest CPLs and lowest volumes. Coming out of the low-cost Christmas period inevitably increased CPT, but results have continued to please. Web traffic has remained elevated year on year and CPL sits at just a third of the 2017 figure.

Dream Doors are thrilled with AJ’s approach, broadening their outlook and spend to optimise results.

Let AJ boost your results with their test and learn approach. Contact Lesley Bowman on 01225 758222 or lesley@aja.co.uk.