Location has come to dominate house-buying. Can it be lucrative for advertisers too?
There is a direct correlation between position and response rate, so AJ works hard to secure its clients prime sites. Despite buying short term and in classified, we often achieve sites under or facing matter without paying extra.
But is it worth paying more for these positions through a campaign or just when trying to build a brand? The answer probably lies somewhere between the two – the ideal being prime sites bought last minute below market rate.
Cover positions are seen, theoretically, by every reader. Our results reflect this with ads placed on the outside back cover (OBC) gaining a response four times higher than a site under editorial within the classified weekend section. As long as we’re not paying 400% more for this site, it’s a winner.
In contrast, ads in display, i.e. nearer the front of the paper, do not generate the necessary high-level response required to justify the increased price. Time and time again we see prime, solus sites, such as front or back covers, working for direct response.
Not surprisingly, it’s been a hard sell to clients, but we’ve converted scepticism into enthusiasm with good results. They are now snapping up these sites as fast as we can secure them.
We saw one of best results this year for knitwear specialists, the Cashmere Centre, with a 10 x 8 front page strip in the Telegraph exceeding ROI by 40%.
Also in the Telegraph, quality meat producers, Donald Russell are keen advocates of 25 x 4 ads under food and drink editorial on a Saturday, with a circulation 15% higher than mid-week. To expand their options, we tested a mid-week OBC. It hit the target for new customers by the end of Tuesday and is still going.
Even a small 15 x 2 OBC in the Daily Mail, which costs more than a half page in classified, generated three times more leads for our new client, Dream Doors.
Encouraged by the success these positions are bringing AJ’s clients, you’ll be seeing us use plenty more of them.
To discuss how the right ‘location’ can bring success to your campaign, contact Lesley Bowman on 01225 758222 or email@example.com.