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.