AJ is a proactive agency constantly over-delivering to help clients maximise revenue from their advertising spend. Whether it’s putting forward new media opportunities, suggesting new channels or refreshing response with new creative ideas we never stop – even when things are going well.
Recently, in the space of five days, we proposed these three very things to one of our most successful clients Harrington & Byrne. Capitalising on what was already proving to be a highly responsive press campaign, we turned to their current TV activity and negotiated a reduced CPT to help test a new channel. It proved to be very successful. As a result, the client allocated a further £10K to their airtime spend thereby further increasing return on revenue. In addition, given our learning from press and the response levels achieved, we put forward a cost-effective insert plan to generate even more. And lastly, we took the requirement to refresh the current creative and completely changed the content and look – far exceeding the client’s expectations. All in just one week.
This kind of proactiveness is happening all the time for our clients. It’s generating increased revenue for them and giving them the confidence to try new or additional tactics. In return their appreciation inspires us to do even more.
Isn’t that what a great client/agency relationship should be all about?
Let AJ boost your results with our enthusiastic proactive approach. Contact Lesley Bowman on 01225 758222 or email@example.com
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 firstname.lastname@example.org to discover how AJ can drive up your results.
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 email@example.com.
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.
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 firstname.lastname@example.org.
High street ladies’ fashion is a competitive market, with many players chasing the same market share. In the second half of last year, Mistral, a lifestyle women’s clothing brand, appointed us to help gain market share from their competitor White Stuff by taking a bold approach.
We started with a low-risk test budget (£7k) to raise awareness of their new range among existing customers as well as attracting new consumers. With stores limited largely to the south and west, the aim was to drive new customers online as well as in store.
Choosing a range of mediums helped us illustrate the benefits of each for their female target market of ABC1, 35+. We tested a full-page ad facing fashion editorial in Stella, an insert in Ocado deliveries and a series of direct mail postcards to a targeted database in geographical areas away from their store locations. Each included an offer – either a bigger discount on a specific outfit or a smaller discount on a range. The latter won hands down.
After three months, we’re seeing some impressive results. Six ads have run in national press. All exceeded target ROI, some by as much as 300%, with Q4 spend enjoying an average ROI of 5:1. New customer generation is huge, representing 65%, while gaining further sales from existing customers. Web traffic rose and is being converted through re-targeting, with footfall in store also increasing. 25% took the voucher in store. All in all, profit exceeded forecast by 200%.
As a result, AJ is delighted budgets have been signed off for Q1, with Mistral also keen to test off-the-page for their sister brand, Muted Tones. Moon on a stick? We think so.
Like what you see and hear? Talk to us about creating the right campaign for you. Contact Lesley Bowman on 01225 758222 or email@example.com.
Media owners often tell us their readers need to see an ad several times before it’ll gain traction, but we beg to differ.
Media owners claim frequency builds a successful campaign, with readers needing to see an ad at least three times to secure a decent response. With a limited budget, this suggests you’re better putting all your eggs in the one basket of your best targeted title. You build your brand with just one readership, believing in return you’ll be rewarded with response.
In reality, we find quite the opposite is true. The first ad we run in almost any title gives the highest response rate, becoming the target chased by subsequent insertions.
As a result, with limited budget, we take a ‘far and wide’ approach rather than ‘tall and thin’. We test as many titles as possible showing strong coverage for the identified target audience.
New client, Dream Doors, is the latest to try this change of approach. Traditionally, they’ve put all their money into the Daily Mail, but with flagging results, they’re keen to try our broader approach. Our first schedule includes 14 titles so we’re expecting some interesting comparisons.
We’re confident we’ll see a lift in their results, and look forward to reporting back when we do.
To discuss replacing your restricted media schedule with one aiming far and wide, contact Lesley Bowman on 01225 758222 or firstname.lastname@example.org.
‘Buy local’ is a common catchphrase used by food producers these days. But does is also apply to advertising?
The short answer is YES.
Kinetico is a leading UK designer and manufacturer of water softeners. The ability to advertise regionally is an attractive option given their products are tailored to those in harder water areas. Geographically-targeted advertising protects against the inevitable wastage seen with a more widespread approach.
To address their need for more specific advertising, AJ ran a campaign for Kinetico using the Telegraph’s postcode targeting tool. Kinetico works through a series of dealers throughout the country. This targeted tool enabled AJ to tailor each insert to detail the local dealer on each one. These versions of the insert, all 18 of them, ran against the test copy, with a generic message, giving Kinetico’s contact details.
The results clearly show it pays to think global, act local, with a 100% higher response rate to the localised version. Building on this success, AJ is planning a second campaign, adding in the Royal Mail door-to-door service, using specified postcode areas.
The honeymoon period could have been over, but not so as Donald Russell’s results keep on improving. Here’s how the story of their impressive results continues to unfold.
Like losing weight, it’s easier at the beginning. When an agency takes over an account, clients often see an upturn in results from fresh ads and innovative ideas breathing new life into a tired campaign. But just as weight plateaus, so too do results. It’s hard to keep coming up trumps month after month. But at AJ, we’ve done just that for meat specialists, Donald Russell. Five months in and we’re about to celebrate our best month ever, generating new customers well below the target cost, and smashing all our goals. How have we done it?
Creative sweet spot: we’ve maximised the control copy through a series of enhancements and introduced new magazine creative, carefully balancing the offer and brand messages.
Specialist media buying: AJ is a specialist late space buyer, capturing considerable value through our expert planning and clever last-minute buying. We’ve also secured a number of key positions, which as we’ve discussed before (What’s your favourite position), can impact results significantly.
Another phase: in line with our ‘never give up’ mentality, we never stand still. To keep up this great momentum, the next phase of the campaign is to test a number new titles, particularly magazines. Freemasonry Today is the early superstar, hitting targets within days of hitting the doormat.
To find out how AJ can improve your results, contact Lesley Bowman on 01225 758222 or email@example.com
AJ is helping lifestyle women’s clothing brand, Mistral, break new ground in their upcoming recruitment campaign.
Mistral is born and bred Wiltshire, with stores situated predominantly in the south and west. With a brief to grow their customer base nationwide, AJ has put together a multi-platform media campaign including great new creative, targeted at Mistral’s female, ABC1, 35+ target audience. Now in the starting blocks, the campaign is timed with the launch of Mistral’s new autumn collection.
Using a small test budget, AJ’s plan includes a combination of press, direct mail and inserts. We’re confident we’ve found the best fit for the women we’re seeking and competitive deals for our client. Press kicks off in mid-September, with the first of three direct mailings accompanying it.
And we love our new creative. Each mailing tells the story behind an individual fabric design. With a client passionate about colour and print, our talented creative team had a field day producing the new artwork.
Feast your eyes.
The mailings feature a collection of new pieces, reflecting the company’s ‘style me’ offer of putting together the look for you. How often do you buy a piece of clothing then realise you have nothing to wear with it? Mistral’s approach provides the solution.
Together with a compelling offer, the mailings are tasked with drawing in direct sales to Mistral’s website.
Like what you see? Learn more about how we can produce the right creative for you. Contact Ann Gardiner on 01225 758222 or email firstname.lastname@example.org
AJ never gives up trying to improve results for clients; it’s one of the reasons Donald Russell came back to us.
AJ’s single-minded goal of growing clients’ business has paid dividends for Donald Russell. Continuing our case study of how we’ve turned their results around and re-ignited their faith in press, here’s how the last few weeks have panned out.
Optimisation of control
The new ‘control’ ad is an adaptation of the existing version, but includes some important brand elements missing from the original.
Development of new creative
We established fairly early on the ‘Cut Above’ ad was far better looking than the control, but focused too much on brand and beauty, not enough on offer. It appealed more to existing customers than the new customers we are charged with recruiting. To address this imbalance, we switched the balance of the ad to 60/40 in favour of the offer. Bingo! The revised version attracted 75% more orders than the original.
Increasing the options
We are also testing an alternative version of ‘Cut Above’, adding a butcher to the image. The jury is still out, but it looks like this has performed better than the original ‘Cut Above’. We are re-testing it this weekend.
So on the creative front, we now have an optimised ‘control ad’ working really well in newspapers, and we’re refining the ‘Cut Above’ ad, which appears happiest in magazines.
During the last three months of this journey, while busy testing and refining, we’ve also hit a couple of impressive milestones. Having tested five creatives, 12 titles and three sizes, with a total spend of over £20k, we have come in under the target cost per new customer and recruited our 1000th OTP new customer. We’ve also learnt a huge amount so feel well prepared for increase spends during Donald Russell’s key winter period.
This is an encouragingly positive position to be in with a client who had almost given up on press as a cost-effective recruitment channel.