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. Or why not choose your favourite from the wonderful range of delicious dishes available at https://pastaevangelists.com/

Buon appetito!

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.