Don’t leave it too late to reach your garden lovers

 

The gardening season is something of a mystery these days with the hottest weekend in Feb followed by a thick covering of snow a fortnight later, promises of Indian Summers combine with threats of Arctic blasts – so when should you start advertising for gardening products?  We have found that the early bird can certainly catch the worm. You need a strong offer to tempt people, but with that you can certainly extend and maximise the garden season.

Out & Out starting selling their garden furniture in January this year– 2 months earlier than usual and we have had some amazing results to pre-order products. So we may not know what weather is around the corner, but being British we want to make sure we are ready to enjoy every drop of sunshine that comes our way.

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.

Hitting the right spot

With more and more channels available these days, it is vital to determine which channels can yield the best results.

When it comes to planning a TV campaign, we always aim for a mix of targeted channels. It is important to diversify, so we select a variety of channels, ranging from those with larger viewing figures to drive volume, to much smaller channels to build frequency. Our balanced and cost-effective strategy delivers proven results in terms of response but also positively impacts the performance of all other mediums, building awareness as a by-product.

We have identified Smithsonian, a new channel launching in February, as a great fit for a number of our clients. Named in homage of the Smithsonian Institute – a collection of some of the world’s greatest museums – it will provide “award-winning programming that shines new light on popular genres such as air and space, history, science, nature and pop culture”. Targeting ABC1 professional males over the age of fifty, we see a great deal of potential in this platform for our clients, so watch this space.

At AJ, we are always willing to test new avenues in a bid to deliver great results and with our Adalyser software for TV, we’ll know exactly which channels are working for our clients and tailor our strategies accordingly.

To find out more about how AJ can target your customers via TV, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

Beating the January Blues

January can be a tough month. Most of us are busy fending off the temptations which can derail our New Year’s resolutions and the dizzy heights of Christmas and New Year parties seem a distant memory. In this period there can be a parallel slump in both energy and response rates, but we’ve found a great way to beat those January Blues.

Like a jogger keen to shed some turkey and mince pie-related weight gain, the key is to get active early. This means the spirit of post-Christmas sales are still present. In previous years we’ve found that shopping momentum, driven by deals, can continue well into the third week of January. This can be a lucrative period, there are deals to attract customers and the dreaded January credit card bills haven’t yet dampened their enthusiasm.

We made the most of cheap deals from the papers closing the first weekend of January and encouraged our clients to keep spending, particularly during this first weekend. Following this strategy, we’ve achieved particularly great results in January for Cashmere Centre and H&B.

To hear more about how AJ can stave off your January Blues contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

Hats off to Lesley

With Christmas creeping ever closer, it’s time for that most festive of office traditions – the AJ Christmas card.

Once the office divas – not naming names…. okay, we all know I mean Sam and Vince…had negotiated hair and make-up, sympathetic lighting and control over any re-touching, we were ready for the photoshoot. Lesley had been busy preparing the location for the shoot and there was such laughter coming from the boardroom that we all wondered what on earth was happening. We soon found out it was the ridiculous range of headgear that was providing the source of her merriment.

Photoshoot over, a mince pie was our reward for suffering in the name of Christmas cheer this hat-humiliation. A big thank you to Lesley for organising the card – here she is taking a break from making new business calls and modelling the hottest hat from this year’s turkey range.

I’m sure you’ll be waiting eagerly for the postman to give you our card featuring the whole team. Happy Christmas from all of us at Attinger Jack!

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.

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.

City’s famous daughter epitomises region’s creativity

This weekend sees the conclusion of the annual Jane Austen Festival here in Bath, and a big week for the city’s famous daughter.

This year’s Festival marks the bicentennial anniversary of the writer’s death in 1817, with 10 days of celebratory events including the creation of a local beer in her honour.

Possibly of more note (literally) to all of us, though, was yesterday’s launch into circulation of the new £10 bank note, featuring a picture of Ms Austen on the reverse side.

For a woman who only lived a little over 40 years, publishing just a handful of novels, the scale of her influence in Britain some 200 years later is all the more remarkable.

And it seems she started something of a trend; the South West continues to punch well above its weight creatively.

For 75 years, the locally-based BBC Natural History Unit has been producing quality television, made famous through its work with David Attenborough, and still generates 25% of the world’s natural history programming.  And who doesn’t know award-winning Wallace and Gromit were born in Bristol?  Bath also lays claim to those with more culinary-flavoured creative talents, namely the nation’s favourite baking doyenne, Mary Berry.

The region’s more recent growth as a modern tech hub reflects the national trend for creative industries being the fastest growing industry sector.  Popular with workers wishing to move away from London, Bath and Bristol are attractive to those wanting a better quality of life, while remaining within easy reach of the capital.

We’re growing talent here too with excellent universities across the two cities offering courses supporting the industry; two of AJ’s own talented studio team graduated from Bath Spa University.

Jane Austen’s legacy is set to continue for another 200 years.