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 firstname.lastname@example.org.