TV is ideal for reaching the mature market

If you are spending monthly budgets for £25k+ in newspapers & magazines with products that target the mature market then TV is a great addition to your schedule.

The 65+ market are high consumers of daytime TV, where you can target them efficiently with the right channel selection.  The programming in daytime is low engagement so response rates are higher, and due to the wide variety of channels available you can select the channels with lower viewing figures to make it low risk during the learning phase.

Many agencies buy TV as a package of channels, the sales house bundles channels together and you agree a budget across these channels, but they can weight the delivery by channel to suit their inventory.  This is fine for branding and products with a very broad audience, but if you are going for a niche audience (like 65+) then there is too much wastage for this approach to be efficient.  For example the UKTV channels would include Drama, Alibi, Yesterday, Home, Really, Gold, Eden (all good for 65+) but also Goodfood, W, Dave (not good for 65+) – the same would be true of the Sky packages.

Adults 65+ view TV mainly in a comfort, unwind or In Touch state

The states typified by the 65+ audience and indeed the programming within them, are conducive to response; for comfort and unwind they are in relax mode, the content is low engagement and easy to view and for In Touch it is news, current affairs and documentaries – again programmes that are easy to interrupt and to act on an ad.

In contrast, the higher states for a younger audience are distract and indulge, which include series and movies which are highly engaging.

Target Channel Group … A65+ IMPACTS (R/W) A16+ IMPACTS (R/W) Proportion of 65+ viewers
A65+ Total 69,619,061.02 196,041,963.86 35.5%

The stats above show the % of viewing impacts that are 65+ as 35%, the 65+ population is 23% therefore there is a positive index of 152 so a very strong market to get targeting through this medium.

Attinger Jack can help you approach TV on a low-risk, test basis. Every channel on your schedule would be chosen purely to deliver the best results for your business and not for any other reason.

 

 

AJ’s Print Challenge is on

A writer’s job is almost done with a headline like that, who could resist such an offer?

You may not think to come to AJ when you’re looking to save money on print, but we can deliver great results in this area.

AJ is well known for our press and late space buying but we also buy large volumes of print through our insert and door-drop programmes. Through our insert work we’ve found it’s crucial to keep on top of print prices. Our experience has taught us that using the same company time after time tends to result in service declining and prices rising. If this sounds familiar we can help.

At AJ we’re increasingly helping our clients with their print requirements.  Many clients will send us their print brief and we’ll pass it on to our network of a few trusted printers, who always deliver in terms of product and price.

We understand how a small price increase can affect the bottom line and we strive to make every penny count, regardless of where it’s spent. So, let us know next time you have a print requirement. We’ll send on the same brief to our printers, as you do to yours, to ensure a direct comparison.  In the rare event we don’t save you money, you’ll still have peace of mind that you’re getting the best deal possible, and a glass of Champagne in your hand. Win, win!

We’re currently offering a bottle of Champagne to the first 5 people to send in their quote, regardless of the outcome.

Challenge AJ to get you a better deal – contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

A fresh look with an eye on the budget

AJ and Aquability have an 18-year working relationship, which has seen great success for the client over the years. Recently, AJ have been helping them update their image.


Aquability’s last photoshoot took place in 2010, a year when the word Brexit meant nothing to most of us, a time before Andy Murray had won Wimbledon and since then over 6 different iPhone models have become the new ‘must-have’ item. It is understandable then that the imagery used in their press ads was fatiguing. Realising this, AJ had been lobbying with Aquability for a review of their customer recruitment photography.

In December 2018 Aquability commissioned AJ to prepare for a photoshoot to support national press and other marketing collateral. AJ were also asked to prepare a proposal to shoot footage for an online sales video to support a new Walk in Shower.

During the proposal preparation for the video, AJ discussed with the client the opportunity to optimise its cost and recommended that Aquability also shot some extra footage to enable the creation and edit of a TVC. AJ prepared costs for with and without the TVC but the evident cost advantage in shooting both at the same time really appealed to the client. AJ’s initiative effectively saved the client 73% by shooting both projects together.

The photography and film shoot were a great success and our client is extremely happy with the outcome. This Spring will see a host of fresh looks for Aquability: new Press Ads are live, and the Sales Team’s video and TVC are soon to be completed.

To learn more about how AJ can inject a fresh energy into your ads contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

The Power of TV Advertising in Four Charts

In the age of Digital Media, with all its online sources and playback TV, you may think advertising on live TV isn’t the force it once was. Although live TV competes with these different avenues of entertainment, it remains an extremely powerful medium.

The following Thinkbox charts highlight the significant reasons for this and when combined with test budgets that range from £20K to £40K, it is a low risk, manageable and of course accountable strategy. There has never been a better time to test TV. Despite competition from online and other streams of advertising, TV has the lion’s share of ad viewing time with a dominant 95%.

In terms of how adults spend their ‘media day’, no other medium comes close to TV, with TV being over 1/3 of the average adult consumption – this compares to press at 3% and magazines at 1%!

Not only does TV command the top spot in ad viewing time but it is also shown to be the most enjoyed form of advertising. Unlike online ads, which consumers can feel to be intrusive and cold, TV ads are seen as positive and can be more emotive. For this reason avoidance is low and it also means you have far more control over the information you wish to pass on to the consumer – you can’t make them read certain aspects of your ad, or even look at it in the newspaper,  but having someone’s attention for 30/60/90 seconds is something that is hard to replicate with any other medium in a positive way.

 

Finally let’s talk profitability. TV is highly efficient and according to research carried out by Thinkbox it delivers a stronger ROI than all other mediums.  One of the reasons TV is so effective is because it has the highest headroom for spend –you can deliver more volume on TV, because of its scale and popularity, before your spend becomes inefficient.

To explore how AJ can take your business to the next level contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

The results speak for themselves

At AJ we base our whole business model around attribution and our clients’ results prove how effective this approach is.

When we start working with a client, we strongly encourage them to take this philosophy on board. To unlock the full roll-out potential of print media, it is crucial to have a strong understanding of where your sales come from. This understanding is garnered directly from results and assumptions of customer habits can hinder this process.

We started working with Charles Tyrwhitt last year and though they were well experienced in offering discount codes, we felt that obstacles were created for their customers in the way these codes were used in their ads. They had a mechanism in place which required consumers to type in a unique URL to access their offers. The thought process was that the customer would have saved the ad with the URL. However, we believed this was causing them to miss out on orders. We felt this was purely because the majority of customers would actually use Google Search to find Charles Tyrwhitt, which would instead take them to the homepage and therefore not allow access to the offers.

After suggesting a different approach to Charles Tyrwhitt, they agreed to test a code at checkout via the main site and the results now speak for themselves. Times Magazine sales increased by a whopping 415%. Metro sales also saw a phenomenal growth, up by 375%. These results have now put press firmly back on the plan for Charles Tyrwhitt in 2019.

To hear more about how AJ’s insights can deliver serious gains, 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.

Brand guidelines: stimulate or stifle?

Brand recognition is undeniably important to promote and protect a company’s identity, but does adherence to inflexible brand guidelines stifle sales results when the primary creative objective in a DR ad is to deliver response?

At AJ, we know successful DR advertising combines great creative with smart media buying, working together to drive the lowest cost per sale.

DR creative needs to include a point of difference, a reason to buy, product benefits and to show range. With such high demands, we ask clients to be open-minded, flexible and to trust our depth of DR experience.

This at times causes unease. Clients can become understandably nervous about the tendency of direct response ads to veer away from brand guidelines. We appreciate the investment clients devote to their brand but know from experience that following such guidelines too closely can be detrimental to response.

When you are looking to create a responsive ad to drive sales off the page, strict adherence to brand guidelines can get in the way. AJ’s creative team know what they’re talking about and our ability to turn around failing press is rooted in our true understanding of DR. As a result, based on our recommendations, we’re always prepared to take responsibility.

At AJ, we believe you can reflect a brand’s visual identity without it compromising an optimised direct response ad. It’s just a matter of balance.

Brand guidelines are developed for a reason, they help to define and communicate the personality of a company. They are not there to stifle a company’s bottom line. When style takes over from substance, it’s time to re-consider.

Learn more about how we can produce the right DR creative to support your brand. Contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk

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.

Replicating success on television

Buoyed by the early achievements of AJ’s print media plan, Kitchen specialist, Dream Doors, is now hoping for success on television.

Dream Doors had restricted their television advertising to just one channel and been disappointed with results, seeing a very high cost per lead and low ROI.

Tasked with improving their results, AJ set about compiling a test campaign, choosing the top converting channels and those with relevant content for the ABC1 45+ target audience.

While Dream Doors had previously scheduled content for the summer months, AJ chose the cost-effective Christmas period for the test campaign. There are bargains to be had over the Christmas/New Year period – competitive pricing, high viewing figures and strong consumer buying. Ideal for a company trying to overcome previous disappointment.

And overcome it they did. Web traffic increased by 25% year on year from Boxing Day through to the New Year. Even more impressively, cost per lead plummeted by almost three quarters.

Not surprisingly, Dream Doors were keen to continue. AJ began to optimise the channels selected, dropping those with the highest CPLs and lowest volumes. Coming out of the low-cost Christmas period inevitably increased CPT, but results have continued to please. Web traffic has remained elevated year on year and CPL sits at just a third of the 2017 figure.

Dream Doors are thrilled with AJ’s approach, broadening their outlook and spend to optimise results.

Let AJ boost your results with their test and learn approach. Contact Lesley Bowman on 01225 758222 or lesley@aja.co.uk.

 

 

Putting your eggs in more than one basket

Kitchen specialist, Dream Doors, is reaping the rewards of AJ’s media plan broadening their advertising spend.

Last year we featured our new client, Dream Doors, in Frequency or coverage: which is best, debating the merits of broadening rather than narrowing media spend.

Dream Doors had been disappointed their results were not hitting targets after booking into the Daily Mail exclusively. Our plan expanded their reach to see them test 12 titles. We’ve tested six sizes in different sections and positions, from advertorials to outside back covers, with a range of creative.

Guardian Weekend
Telegraph magazine

We test ‘newspapers’ as a sector, not just one title. This approach enables us to reach a much broader audience and establish the key target groups through low risk testing and learning.  We have already improved attribution by incentivising codes and are beginning to build a picture to roll out further this year. Early results are encouraging with cost per lead, even prior to maturity, 25% lower than when using the Daily Mail alone. And web traffic has increased by 50%, hitting a new record for hits in one day at the end of January.

We are now applying the same principle to television. Previously, Dream Doors had restricted their spend to ITV3 alone. Our plan sees them air on 15 channels, selected for their ABC1 45+ profile. We’ll be reporting back as we see their results mature.

To discover how coverage can out-perform frequency in your media plan, contact Lesley Bowman on 01225 758222 or lesley@aja.co.uk.