To establish a target market that would respond to buying furniture directly off the page
AJ to review results weekly and monthly to ensure ROI targets are met
Create a mechanism for attribution to enable us to evaluate media and creative results
Having tested a number of different ad formats, long form advertorials containing responsive copy in newspapers and home improvement magazines became the first successful template. Offer led with a media code to quote for discount delivered transparency for attribution. Access to the client’s intranet to establish stock and sale performances by product was also extremely useful for media planning and negotiations.
After an initial testing and learning period, we were able to slowly roll out ads into the national press with confidence knowing we had the right product in the right size and title.
Since the launch phase we have grown Out & Out’s press activity exponentially and have gone on to further roll outs with national inserts and television campaigns.
Starting small and implementing the AJ “test & learn” strategy, this created an extremely successful advertising model for our client. Every year it goes from strength to strength, the impressive figures led to investors coming onboard with the net worth of the business increasing by 481% in the last 3 years.