Media Buying: in-house or agency?

Is the investment made in out-sourcing media buying to an agency worth it?  A legitimate question clients often grapple with when reviewing marketing budgets.  These three AJ clients definitely think the investment is money well spent, seeing substantial benefit from employing the agency as their specialist press media buyer.

AJ has worked with bespoke blinds and shutters’ designer, Thomas Sanderson, since 2013, at which time cost of sale for blinds was 90%; shutters 61%.  Three years later, those figures now stand at around 13% for blinds and 21% for shutters.  A combination of new creative, full media analysis, new sizes, sections and offers transformed press into a cost-effective channel.  The confidence resulting from this clear and measurable value, led to TV, email, inserts and lead generation being added to the media mix.

With access to the company’s sales intranet, AJ are able to track sales to individual products within each ad created for Wallace Sacks, the on-line retailer of home and garden furniture.  AJ effectively becomes the marketing department, taking full control of the marketing plan.  The agency decides the titles, sizes and products for each ad, before allocating the copy and codes, loading them on to the company intranet.  Reporting back to the client on a daily basis, AJ is able to show exactly what returns the company enjoys from each ad placed.  Since employing AJ as their agency, Wallace Sacks has seen ROI increase by 25%.

The relationship we have developed with the agency is totally transparent and they have become our virtual marketing department within a short time. The impact they have had on our business is in no way incremental but all-encompassing and vital to our ongoing progress.” Stephen Sacks, Owner.

Reading light specialist, Serious Readers, employed AJ after becoming increasingly disappointed with their previous media campaigns.  Having used a small test budget successfully, AJ now receives a substantial spend, from which the agency has lifted attributed ROI by 500% and made press their most cost effective medium.

“Another record breaking week of sales for us last week – beating the record from the previous week. Ads are not the only contributor of course but a significant factor. Thanks to all at AJ for doing a fantastic job.” Richard Read, Senior Marketing Manager

Growing a client’s business is AJ’s single-minded goal and we never give up.  Our planning process cycle of test, learn, refine and optimise produces a continual range of fresh ideas and responsive creative at the lowest possible cost.

For more about how AJ can enhance your media buying, contact Alice Buttling-Smith or Ann Gardiner on 01225 758222 or email alice@aja.co.uk or ann@aja.co.uk