Objectives
Optimise performance through considered media selection
Deliver a premium commercial that illustrates craftsmanship, versatility and a bespoke offering
Reach an affluent, 55+ homeowner target audience cost effectively
Strategy
AJ provided a full-service role in terms of producing the TV commercial and formulating the media strategy.
The commercial was shot using a drone to capture aerial shots as well as inside shots to show how versatile a glass veranda can be and align with the premium product offering. The commercial was designed to accommodate changing offers, enabling the client to be agile with promotion strategy.
Media selection was driven by channels that indexed highly against a target audience of AB 55 years+ and included appropriate programming.
Unique phone numbers were assigned to each channel to track and evaluate channel effectiveness for continuous optimisation and roll-out. Adalyser software was used for accurate and reliable evaluation and reporting.
Results
- Marketing % year-on-year has reduced by 40%.
- Cost per site visit has reduced by 30%.
- Cost per brochure request has reduced by 45%.
- Internal reporting was based on leads, appointment and sales attributed.
- TV enhanced the performance of other media. When the TV commercial came of air there was a notable drop in response across all platforms.
- They have now been on air for 4 years and have reduced all press spend as they obtain enough enquiries from TV alone.
I have been working with Attinger Jack for over 20 years, the media team work hard to bring me their best rates on a daily basis.
