TvLowCost New Zealand Blog - Where the grass is greener for NZ Brands

Is your agency just in it for the awards?

tvlowcostnz1 — Thu, 09 Apr 2009 01:56:42 +0000

Winning creative awards is the way ad agency creatives work their way up the ladder. This obsessive focus on awards is most often at the detriment of sales. It’s a fact that a lot of the most awarded ads have resulted in flat sales.

Ads still need to be creative … they just need to sell
At TVLowCost, we know that creative ads cut through (we deliver 3 x 15 second ads in our package). Our creative team know that the ads have to deliver sales. It’s simple – if the ads don’t work- you won’t place again. With an average 25% increase in sales our clients are placing the ads again and again. Win – Win.

The average kiwi watches 3 hours & 8 minutes of TV every day

tvlowcostnz1 — Thu, 09 Apr 2009 01:54:56 +0000

No wonder TV delivers sales like no other media. While fragmentation of media usage is a concern for most marketers, a 2008 study by The NZ Television Broadcasters’ Council highlighted that viewership grew by 8.6% over 2007.

Outward Bound Out Performs

Based on the same budget in 2008 vs 2009 – and radio/magazine vs TV – website hits for Outward Bound are up 77%, and 0800 call enquiries are up 47% – and the campaign is only just over half way through!

25% average increase in sales
In the campaigns developed by TVLowCost to date, we have delivered, on average, a 25% increase in sales. As marketers look for greater value and accountability from their partners, in a tougher economic environment, sales results like that would be welcome news in a negative news environment!

Health & Wellbeing is the No 1 issue with Baby Boomers

tvlowcostnz1 — Thu, 09 Apr 2009 01:42:32 +0000

In a recent NZ quantitative research study* into Baby Boomers, when asked what were their major concerns for their future, Health & Wellbeing ranked No1, followed by Money, with family/grandchildren ranked No 3. Even in a recessionary environment, Boomers will continue to invest in themselves …the key is to make sure your communications resonate with this much overlooked audience. The opportunity for OTC brands to specifically target the Boomers is enormous, and the returns will reward the investment.

* Senioragency NZ Goldmine Study 2008

TV is the sweetspot for Boomers 50+

If your OTC brand derives significant sales form the 50+ … the TVLowCost model is a perfect solution. Against a 50-69 Socio 1-4 target audience, the $45k media delivers approx 450 TARPs* Plus 3 x 15 second tv commercials in the package mean that different brand benefits … or different brands can be supported.

* Seasonal variations apply, based on 15 sec tvcs

3 commercials help heat up sales

tvlowcostnz1 — Thu, 09 Apr 2009 01:38:17 +0000

The TVLowCost model delivers 3 x 15 sec tv commercials, which means you can tell more about brand benefits …and sell more. Which translates into greater consumer demand and helps pull sales through distribution channels … fanning trade pull through and securing distribution.

Outward Bound grows by targeting the Baby Boomers

tvlowcostnz1 — Thu, 09 Apr 2009 01:33:14 +0000

In today’s tighter economy, there’s one group that you can rely on that still has disposable income to spend on themselves ….the Baby Boomers. The strategy behind TvLowCost’s latest campaign for Outward Bound, was to target those in their 40’s and 50’s who may have missed completing an Outward Bound course, and were at a stage in their lives where they needed a personal challenge.

The benefits of this were twofold. The 40+ target were relatively untapped – so this delivered incremental course sign ups for Outward Bound. Plus, even if the 40+ target didn’t want to do a course themselves, it spurned interest in enquiries for/from their kids.

Website hits up 62%…Total enquiries up 22%

TV has outperformed last year’s summer magazine and radio campaign … with website hits up 62% and direct phone calls up 22% …and that’s just after the first month of tv. Plus the media investment year on year was exactly the same …proof that TV and TVLowCost, deliver.

Improving sales …. it ain’t rocket science!

tvlowcostnz1 — Thu, 09 Apr 2009 01:28:19 +0000

In a recessionary market, too many brands button down the hatches and don’t invest in advertising ..at a time when their competitors are also pulling back. That’s the perfect time to increase SOV to deliver greater SOM.

It could be just the sales stimulus package your brand needs.

A TVLowCost package is the smart way to achieve greater sales, improve or protect distribution, get research insights … and all at a price that makes most marketers wonder what their traditional, high cost ad agency has been charging them for, for all these years!

Selleys BBQ Cleaning Range Sizzling

tvlowcostnz1 — Thu, 09 Apr 2009 01:14:26 +0000

Selleys commissioned TVLowCost to produce 3 x 15 sec tv commercials to build awareness of their unique product range. Their BBQ Wipes are an industry first, and along with their stainless steel Clean and Shine and Tough Clean, they are essential for any BBQ enthusiast. The tough to reach male audience was targeted with a SKY One Day Cricket series buy – quickly building awareness and preference. Distribution and sales are hot

Humour cuts through
BBQ’ing is all about sociability and mateship. TVLowCost creatively capitalised on this with a series of ads that used humour to connect with the target audience, but importantly allowed us to demonstrate each product’s performance benefits. Sales is the ultimate focus, always!

Increase your brand’s share of voice!

tvlowcostnz1 — Thu, 09 Apr 2009 00:59:31 +0000

The higher your share of voice compared to your actual market share, the more likely your brand is to grow its market share in the subsequent year.

If you increase, or even maintain, your advertising spend at a time when your competitors are reducing theirs, you should substantially increase the strength and relevance of your brand (PIMS study). This should help you establish and advantage that can be maintained for many years.

Reduced ‘noise’ during a recession provides opportunities
Competing in a recession is like running a marathon. A smart frontrunner willl seize the lead and work to increase it while others are flagging. If the other runners allow the gap to widen, it will be really tough fior them to regain the lost ground when the pace picks up again.

P&G’s CEO, A.G. Lafley said, “We have a philosophy and a strategy. When times are tough, you build share.”

When competitors reduce ‘noise’ in a recession … seize the opportunity.

tvlowcostnz1 — Wed, 25 Feb 2009 20:16:27 +0000

Competing in a recession is like running a marathon. A smart front runner will seize the lead and work to increase it while others are flagging. If the other runners allow the gap to widen, it will be really tough for them to regain the lost ground when the pace picks up again.

P&G’s CEO, A.G. Lafley said, “We have a philosophy and a strategy. When times are tough, you build share.”

If you want your brand to get going, but at an affordable level, then TVLowCost has the solution.

A Proven International Formula, without compromising production quality. $95k all inclusive

- 340* TARPS
- 3 Months on air
- All agency fees and creative
- Multiple TVC production and all on-air costs
- Research: concept pre-test + Omnibus awareness
- 180* national TV advertising spots

Increased brand share of voice increases market share

tvlowcostnz1 — Wed, 25 Feb 2009 20:10:56 +0000

The higher your share of voice compared to your actual market share, the more likely your brand is to grow its market share in the subsequent year. 10 percentage points of SOV over SOM = 1% market share growth (IPA dataBANK)

If you increase, or even maintain, your advertising spend at a time when your competitors are reducing theirs, you will substantially increase the strength and relevance of your brand (PIMS study). This will help you establish and advantage that can be maintained for many years.

At TVLowCost we have the solution to help keep your brand alive and growing while all others are bunkering down and talking themselves into a recession!

A Proven International Formula, without compromising production quality. $95k all inclusive

- 340* TARPS
- 3 Months on air
- All agency fees and creative
- Multiple TVC production and all on-air costs
- Research: concept pre-test + Omnibus awareness
- 180* national TV advertising spots