When does it pay to go prime?

Our client, David Salisbury, in prime position on the front page October 3rd 2019

We are often asked about pricing for Display and we have lots of clients who love the idea of Display and have tested it over the years but in the majority of cases the Classified sections deliver the best results in terms of cost per response. 

At AJ we are totally focussed on delivering the most efficient media schedule and therefore 75% of our ads run in Classified sections, albeit with many of the ads running facing or under matter as we negotiate hard on this.  However, you will always miss a proportion of the readership in these sections so it is a balance and you need to know exactly when the offer of a short term Display site will stack up.

Our client, Harrington & Byrne in prime position on the back page of the Telegraph 3rd October 2019

For example, Times Pages in Display are 250% more expensive than Classified and you could be just pages ahead – this will never give you a better result.  Daily Telegraph front page and back page solus sites are 100% more expensive than a 25 x 4 in the Saturday section – so this absolutely does.  The ads look great, punch way above their weight and they are amazing value: win, win. Which is why on one of the biggest news days in the last few weeks, the day after Boris’s so called announcements, we had not only the front page, but the back page too.

So if your schedule lacks some smart buying, or you have the desire for a bit more brand exposure – but you still need results  – then give us a call.

TV can have a big impact even with a small spend

People talk about TV and the ‘halo’ effect that it has on all your other media spend but how much do you need to spend for that to happen?                      Actually, if you get it right in terms of creative and planning,  not much.

We have introduced four of our press clients to TV so far this year,  with the first month’s media spend being around 15k (production costs of commercials have ranged from 5 to 20k) and they have all had their best ever sales months whilst they have been on TV.

This is most remarkable for Aquability, who spend over 2 million a year in press,  inserts and online and have been doing so for 20 years. Aquability went on air in July and had their best EVER month of sales with just 10k of TV spend.  So what made Aquability take the plunge into TV after so long? Their sister company, Eden Verandas, went on air in March and have remained on air ever since due to the huge uplift in brand search and sales that the TV campaign has created.

So, if you are stuck in a rut with your current media plan, then 25k could change your business dramatically. Why not give us a call to discuss how we could help with our seamless script-to-screen service?

Quooker appoints Attinger Jack

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.

It’s coming home, it’s coming home….football’s coming home

This Friday sees the Women’s World Cup kick off in France. While defending champions USA are co-favourites with hosts France, The Lionesses are hotly tipped to win the title for the first time.

Despite a few disappointing results in the run-up friendlies, the team – and the pundits – are confident that The Lionesses have the skills and the determination they need to win.

Lucozade Sport, who is committed to encouraging more women and girls to play football,  has created a commercial that brings together the excitement and drama of the World Cup along with the real, every day experience of women in football. Cleverly re-wording Baddiel and Skinner’s much-loved Three Lions anthem we think Lucozade Sport and their agency Grey London, have done a great job.

Great TV makes people think and gets people talking – and often singing too. We hope you’ll all be watching and supporting – and singing along. Come on England!

England v Scotland Sunday 9th June, 5pm

You can see the commercial via this link to The Drum https://www.thedrum.com/news/2019/05/29/lucozade-sport-puts-money-where-its-mouth-with-womens-world-cup-campaign

What do you say when everything you say will be closely examined?

No, I’m not talking about what do you say when you meet your in-laws for the first time, I’m afraid that social minefield is left for you to navigate. This article concerns advertising vitamins and supplements.

In the vitamin and supplements market you can’t make any claims on your products without supporting evidence from vigorous clinical trials. So, although the ingredients may be widely known to have a range of benefits you can’t usually say it in press. We must find ways to say something, when you can claim nothing. A useful tool in this exercise is the employment of imagery, such as images of muscles glowing red to indicate pain. Another valuable weapon in the arsenal to combat these constrictions is an editorial, one which talks around the relevant issue or topic rather than the product itself, and then follow this with a claim-free ad.

Finding the most effective ways to get strong results without compromising the ASA rules is not easy, but it is possible – attached is some editorial that we ran in the Mail for our client, Tower Health, which delivered great results. To finish, a word of advice: when meeting the in-laws, I would avoid talking about politics.

 

To learn about how AJ can improve communication between you and your customers contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

 

In it to win it

Competitions are a great way to boost the volume of your customer database.

Everyone loves to win – perhaps it’s an evolutionary trait hardwired into our animal nature as part of the survival of the fittest concept. The growth of civilization has seen a prize change from first dibs on prey into usually a monetary bounty, yet the attraction of winning is as great for us as it was for our prehistoric ancestors. So how can you use this innate desire to win to further your business?

The introduction of GDPR and the resulting spotlight on email communication saw many clients’ databases take a hit – as did the media owners’ – resulting in a severe decline in the volume available to target by email.

Online competitions are a great way of adding volume to your database, with opted-in data. For a prize value of about £500 you can often get thousands of entries (approx 15% will be opted in) which you can then add to your database.  We have also found that a good runners-up prize, such as a robust discount or offer, can be extremely effective, with a really strong conversion rate. Ultimately, the benefit of offering a competition is that you can create volume of opted-in data in a short space of time that can be garnered and made profitable very quickly.

To learn how AJ can make you feel like you’re winning again, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk

Leading the way with fresh ideas…

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 lesley@aja.co.uk.

Time for a change….

Spring has sprung. There is blossom on the trees and new life in the fields. It is a time of rejuvenation and vitality.  Perhaps time to consider how TV can inject new life into your business and maybe add a spring to your step….

Have declining newspaper and home interest magazine circulations seen your cost per lead increase and meant the volume of leads you need are harder to achieve? Or perhaps you have just hit a ceiling and want to grow your business further.  We have clients who have fallen into both categories and TV has offered them a new lease of life.
Dream Doors started a TV campaign on Boxing Day 2017, a January sale for 10 days, and it made such an impact that they continued with TV for the whole of 2018. Eden Verandas produced a commercial in 2017 and we use it for 6 months of each year, during peak times, to maximise their key season. They have just gone back on air in March with a modest £15k spend and experienced over £50k of sales before the month even ended (and they have a typically long lead time). Out & Out have just launched their first TV campaign with their garden furniture, whilst Kinetico have found that their press campaigns work fantastically when supported by TV;  we are just about to test an ongoing campaign to keep leads coming in outside their campaign offer period.
Not only do we get clients onto TV for the first time in a very low risk and manageable way – essentially our objective is to prove TV as a medium for their business – we also have a strong track record of taking existing campaigns and making them work harder. Using a combination of ‘tweaking’ the creative, introducing analytical tools, close campaign monitoring and employing flexibility with the sales houses to cherry pick channels rather than buy channel packages, the results we have delivered show significant improvements.

To learn more about how TV can breathe new life into your business contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.

Don’t leave it too late to reach your garden lovers

 

The gardening season is something of a mystery these days with the hottest weekend in Feb followed by a thick covering of snow a fortnight later, promises of Indian Summers combine with threats of Arctic blasts – so when should you start advertising for gardening products?  We have found that the early bird can certainly catch the worm. You need a strong offer to tempt people, but with that you can certainly extend and maximise the garden season.

Out & Out starting selling their garden furniture in January this year– 2 months earlier than usual and we have had some amazing results to pre-order products. So we may not know what weather is around the corner, but being British we want to make sure we are ready to enjoy every drop of sunshine that comes our way.

Targeting the mature market but not on TV yet?

If you are spending monthly budgets for £25k+ in newspapers & magazines with products that target the mature market then TV is a great addition to your schedule.

The 65+ market are high consumers of daytime TV, so how can you tap into this potentially lucrative audience?

As always we take a considered and results-driven approach. We can see what’s working with an initial learning phase, at low risk to you, by carefully selecting the right channels from the wide variety of channels available. Application of this knowledge is vital if you want to make your budget work as effectively as possible.  The programming in daytime is low engagement so response rates are higher, and due to the wide variety of channels available you can select the channels with lower viewing figures to make it low risk during the learning phase.

Many agencies buy TV as a package of channels, the sales house bundles channels together and you agree a budget across these channels, but they can weight the delivery by channel to suit their inventory.  This is fine for branding and products with a very broad audience, but if you are going for a niche audience (like 65+) then there is too much wastage for this approach to be efficient.

For example the UKTV channels would include Drama, Alibi, Yesterday, Home, Really, Gold, Eden (all good for 65+) but also Goodfood, W, Dave (not good for 65+) – the same would be true of the Sky packages. By selecting only the top ranking channels you increase the chances of success and maximise your audience. AJ’s strategy ensures that the budget works to suit your business, not the agendas of the sales houses.

Adults 65+ view TV mainly in a comfort, unwind or In Touch state

The states typified by the 65+ audience and indeed the programming within them, are conducive to response; for comfort and unwind they are in relax mode, the content is low engagement and easy to view and for In Touch it is news, current affairs and documentaries – again programmes that are easy to interrupt and to act on an ad.

In contrast, the higher states for a younger audience are distract and indulge, which include series and movies which are highly engaging.

Target Channel Group … A65+ IMPACTS (R/W) A16+ IMPACTS (R/W) Proportion of 65+ viewers
A65+ Total 69,619,061.02 196,041,963.86 35.5%

The stats above show the % of viewing impacts that are 65+ as 35%, the 65+ population is 23% therefore there is a positive index of 152 so a very strong market to get targeting through this medium.

Attinger Jack can help you approach TV on a low-risk, test basis. Every channel on your schedule would be chosen purely to deliver the best results for your business and not for any other reason.