Our client’s welcome return

No, thankfully global warming hasn’t reached its peak yet, we’re talking hot results. At Attinger Jack we’re helping our client Woolovers capitalise on their peak business season.

With winter’s chill approaching, knitwear becomes the most appreciated part of anyone’s wardrobe and for Woolovers it’s a crucial time for their sales. Woolovers have used AJ in the past but then parted to focus on a change of direction into brand and online. Though, when their results had fallen to a point of not being cost effective, they got back in touch. They wanted to see if we could bring back the cosy and comforting numbers they enjoyed when we worked together previously.

So, we did some analysis and came up with a low risk plan to see if we could warm things up again. We managed to secure cheap rates, better positions and new titles to test, as well as going back into banker titles like The Telegraph and testing some prime sites, like the OBC. Results were so strong that the budgets have increased, and press has again become a key driver on new customers.  We think this quote from the client sums it up nicely….

‘Our previous Media agency wasn’t performing; the ROI’s had fallen to a level of negligible return and spend had declined to almost nothing. We moved the business back to AJ and immediately saw a difference. We worked to a tightened budget but they managed to deliver as much media coverage with positive ROI.

AJ have bought some great positions, which have really worked well, so much so, we have now increased the budget’.

We hear the CEO, regarding our efforts in the press, even quipped “It’s a licence to print money. Do it!”. It will make the cold winter mornings on our way to work that much easier knowing we deliver such brilliant results for our clients.

To hear more about how AJ can help you capitalise on press content contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

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.

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.

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.