Life is all about trying new things and at AJ we believe supporting new media initiatives is a vital part of growth and improving results for our clients.
As an agency we encourage our clients to try new approaches, not only when things are beginning to fatigue, but all the time. The insight learned from trying new methods can be invaluable in delivering growth and greater results.
At AJ we practice what we preach and when a media owner comes up with a new initiative (which is not as often as we would like!) we fully support it – more than any other agency. How do we know that? Because when we see it in print we have more clients in than any other – often taking up to 50% of the space. It not only means we get the best deals to test and the best positions but when it works (which it usually does) we get first dibs on the next print.
We have seen several examples where our approach has paid off. Insider’s Guide, set up in competition with Alison Cork (which in contrast has 50% of her own products in it) has a layout and styling which is modern and refreshing and the results have been strong, with Insider’s Guide beating the Alison Cork results by some margin.
Metro introduced a Gardening feature recently where we had over 50% of the advertising space – all facing or under editorial and we got our highest number of calls for the campaign to the Kinetico full page ad. Just for You is a page produced by Canopy Media running advertorials in 5 Time inc magazines – again we tested this for Out & Out and based on those results, booked the next 2 issues.
AJ know from experience that continuing to adopt the same approaches and rejecting new ideas will see your results decline. Embracing new concepts and methods will keep your results healthy and can even grow your business. It takes a strong and trusting relationship between client, agency and media owner but can pay dividends for all involved.
To learn more about how AJ can take you in a new direction contact Lesley Bowman on 01225 758222 or email email@example.com.