In these unsettling and uncertain times we all need to look at doing things a little differently. You may not have considered an insert plan before or maybe you have tried them in the past and didn’t get the results you hoped for but inserts are uniquely placed to offer creative solutions to drive business.
Many direct sellers rely on press advertising to reach their customers but with many people having to stay in their homes (especially those in the older age brackets) access to their favoured read might be restricted. Despite the challenges it is still possible to keep the lines of communication open, inserts into third party mailings and subscription magazine copies will continue to reach consumers as normal. So how do you make the most of this opportunity?
- Firstly and most importantly we would select methods only that ARE DELIVERED DIRECTLY TO THE HOME – so no wastage and less uncertainty.
- As people stay at home, delivered magazines and products will become more important for entertainment and pleasure, creative inserts with a good offering will be received more positively than ever before.
- Retention value means that people will save a relevant insert until a more suitable time (especially important for two stage advertisers who will need to have leads ready to go when the situation improves).
- You may now need to change your message or sell differently, whatever you want to say the flexibility of format and creative execution will allow you to communicate your message effectively.
Here at AJ, as experts in short term buying we are used to adapting to rapidly changing marketplaces, it’s what we do every day. Our established insert department is ready to put together a plan to help keep you going in the coming months. We appreciate that changing agency at this time would be a huge step into the unknown which is why we’re offering to work on a project basis with no ongoing commitment.
Please call or email to find out how we can help your business stay healthy.
Survival of the fittest, agile working, flexible hours….how do businesses stay healthy when faced with such tough and uncertain times? Is it OK to try to capitalise on the current situation? Yes, it will be essential.
A perfect example is Mail Newspapers, who are offering to deliver the paper for free for 6 weeks. It will work for them – they are already seeing circulation increases (estimated up 20k this weekend and 10k Mon to Fri) due to high engagement with the content (Corovavirus, Cheltenham & Budget) but they are also offering something that could be highly valued to the generation that are worried about imminent isolation, keeping them connected with their main news source, but also for whom reading a newspaper is a hobby, pastime, habit that if they could no longer access could cause even more upset. I feel certain that this service will lead to circulation increases over the next few weeks as the story unfolds on what happens next. Perhaps other newspapers will follow suit, but the Daily Mail will benefit from being the first.
I think we all need to do the same. At AJ we don’t make money if our clients are not spending and our clients’ businesses would grind to a halt pretty quickly if they stopped advertising, so I will be focussed on coming up with ideas for all of our clients to ensure that it makes sense for them to keep spending, working with them to find pockets of opportunities. Being realistic we are talking about riding the storm here (have we not had enough of them already this year?) rather than flourishing, but there will be plenty of time to flourish in times to come.
Alice Buttling, Managing Director,
Our clients are already starting to feel the impact of the effects of Coronavirus: in the last week the number of responses they are getting to their press ads have dropped and we have clients with a lead/appointment/sale model who are seeing up to 30% of their appointments being cancelled.
Again we are faced with uncertainty, in particular with what the Government will do next and how that impacts our lives and of course how far and wide this virus will spread.
Most of our clients don’t have a retail presence and they are far more focussed on generating sales than building a brand, so how do we ensure that their businesses continue to thrive in the current time (given we don’t have any clients selling anti-viral hand gel or loo rolls…)?
Firstly, stay light on your feet. We book the majority of space short term anyway, so that is easy – there will be less people out and about and buying newspapers, so it is highly likely that the circulations will take a hit in the next few weeks – especially if we go into ‘lock down’. There will be lots of space available as many clients (travel companies are doing it already) are cancelling space. People will still be buying newspapers though, so it just means you need to buy cheaper – stick with day to day short term and pick up some bargains
Secondly, up your TV advertising – there will be more people at home watching TV, the available inventory will increase and again there will be travel clients pulling airtime so it will be a buyers market. Higher TV consumption, lots of boredom = online shopping heaven! It is like the sweet spot between Christmas and New Year when the working population is off, you can therefore reach them with daytime time TV (far cheaper than peak airtime that you would usually have to buy to reach them) and more responsive as the programming is low engagement. So if you have a TV ad and you are an online retailer then you could really make the most of a bad situation.
At AJ, we believe attribution is the key to successful DR and it’s at the heart of everything we do. One of our clients, Kinetico, the leading supplier and manufacturer of water softeners looked to us to drive sales and increase awareness.
AJ created a combined press campaign and TV launch. We used a combination of unique phone numbers and codes which all linked to a free installation offer. With these, and Adalyser tracking on TV, we were able to drill right down to discover the best performing press titles, TV channels and advertorials. This meant we could achieve optimum value and increase performance to deliver a successful campaign.
AJ devised a 4-tier strategy to achieve this:
- A series of advertorials was created to educate the market on the real damage limescale can cause to the home as well as a family’s health
- A more direct, offer-led promotional campaign
- Door drops to households in specific hard water areas
- A DRTV presence to demonstrate limescale damage and to lift the awareness of the brand.
The results in both press and TV exceeded all expectations, with significant reductions in cost per lead. We have developed a series of tools to greatly enhance the accuracy and quality of attribution across all media. The result is consistently lower cost per sale and improved ROI. If you would like to find out more about this, please get in touch: firstname.lastname@example.org