In the advertising environment you have to be able to substantiate every word you say and if you don’t then you can’t get your ad onto the TV screens. If you run a press ad and even if just one person questions your claims or disagrees with what you say, the likelihood is that you will have to change your ad.
So, here at AJ, we are finding it increasingly frustrating that the people running our country seem to have no such requirements to adhere to. We’re days away from the due date to leave the EU and nobody seems any the wiser. The ‘brightest minds in the country’ still can’t tell us what the consequences of leaving will be, either with a deal or without one – and the various parties can’t even agree among themselves.
So, what does it all mean? Well, it’s a great time to be advertising in National Press! People are consuming more news now than ever, with many reading a wider variety of titles to get a fuller perspective on the range of thoughts and opinions out there – and so get closer to the truth.
If you can make your advertising budget stretch a little further – and have the flexibility to make things happen quickly – you should be able to see some positives out of this negative time.
Let’s get on with discovering what life is like outside of the EU and see what happens, surely it can only be better than this? And in the meantime, make the most of it while you can and if we can help you do so, all the better!
We are very excited, and rather proud, to have won the Quooker account for press & TV from September.
This is a real case of playing the long game – we first met with this client over four years ago and we have always felt that we could make a real difference to their business.
The appointment comes at an exciting and important time for Quooker, coinciding with the launch of their incredible new product ‘The Cube’. This includes new TV creative, the main objective of which is to both build the brand and drive sales through the retailers. We also felt that there was a huge potential market in selling direct, something they currently do by default from their advertising rather than running a true DR campaign.
We’re looking forward to building a long, rewarding relationship and helping Quooker to grow their already very successful business even further.
Leaving things to the last minute was always a weakness of mine, as several long-suffering relatives in receipt of questionable Christmas presents can attest to . Unlike gift-giving, when it comes to buying space, leaving it late is an excellent strategy and one that can deliver the best deals.
But as last minute space does not always come in straightforward sizes you need to be prepared if you want to reap the rewards. Having the ability to quickly adapt your copy to suit, means you can get cheaper rates, prime sites and better ROI.
Most of our clients have the standard full page and half page creative, but as well as that we have 10 x 8 strips (perfect for the front page of the Telegraph), 20 x 2 (ideal for the solus site next to the crossword in The Times), half page vertical (often available facing matter in Stella), and 10 x 2’s (share squares).
Having an adaptable portfolio of varied sizes gives you flexibility and allows us to take advantage of any deals that come up (not just for those in the standard sizes) thus giving you the most value from your media spend. This is real short term buying – often literally 30 minutes from the deadline, making the office a hive of activity and enterprise even at the end of the day and this outcome will add great value to any schedule.
Contrary to getting to the airport on time and thoughtful present-shopping, buying space stands alone in the category of things you can leave to the last minute – admittedly with the correct prep work, and the right team, working with you.
To learn more about the effectiveness and the impact of holding a range of sizes, contact Lesley Bowman on 01225 758222 or email firstname.lastname@example.org.
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.