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.