Talley’s New TV Ads – 100% NZ Grown

09Mar11

Did you know Talley’s is the only 100% NZ Grown range of frozen vegetables?  I bet you thought Wattie’s was?

Due to the variation in supply of vegetables, may producers source imported vegetables grown in Australia or China. Talley’s is the only range that is absolutely 100% home grown.

Check out Talley’s latest TV ads. You’ll recognise the voice – T Radar. Another 100% home grown talent. TVLowCost was the agency the was behind the ads.

Go to www.tvlowcost.co.nz  to view more ads

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Pretesting Increases ROI

22Feb11

 

In NZ the average 30″ ad costs around $100,000 to develop. Suppose too that the media spend on the average ad is $400,000, so the total advertising budget per ad is $500,000.

From international research and testing over 3,500 ads worldwide, irrespective of category, type of advertising, country or media, only about 30% of the finished ads are very effective (Source: Admap 2003).

Pretesting an ad costs around  $15,000 for 2 groups. By pretesting you are significantly increasing your ad’s chances of success. In fact, the ROI for a pretest  has be calculated at 900% if you get it right! (Source: Admap 2003).

TVLowCost includes pretesting in our all-inclusive TV Packs. We always provide 360°degree strategic creative and at least 3 concepts to be pretested.

How many times has your agency ‘sold’ you an idea? Pretesting tells us which ad will most likely make consumers buy versus being sold to.

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TV is Still King

14Feb11

TV retains “super media” status

January 2011

Growing audience levels and rising ad spend show television remains a form of “super media” despite the many challenges to its status, according to Deloitte.

They estimate 40 million new viewers will tune in for the first time around the world this year, with an extra 140 billion hours of content being consumed. Advertising expenditure on TV is set to grow US$10 billion, hitting US$191 billion in 2011, a 5th successive annual increase.

On average, individuals will dedicate three-and-a-quarter hours each day to linear broadcast material, measured against 15

minutes utilising social networks. In NZ our viewership of TV is higher at an average of 4.15 hours and amongst the heaviest viewers of TV in the world.

The medium is also set to enjoy strengthening influence over other types of media, like books and music. Similarly, pay-TV subscription sales are anticipated to climb by 20% worldwide, indicating a broad-based resilience across

various revenue streams.

While there are challenges ahead from digital technology, online audio visual and social networking, other innovations like Apple TV and Google TV that will reshape the industry.

“Prophecies of the imminent obsolescence of television will again be proved wrong in 2011 and instead its status as a ‘super

media’ will be reinforced,” Deloitte announced.

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Not just brand awareness, but brand building

14Feb11

If you’re going to the effort of developing a campaign for your brand and investing on TV, it needs to be focused on longer term brand growth. Many TV brand campaigns with limited budgets are short and sharp because of the chosen format (Masthead and info brand ads like Brand Power and Discover) or don’t have the budget to spend on media because the agency has over spent proportionately on production. While these campaigns create good brand awareness and lift sales in the short term, they don’t build the brand.

TVLowCost is focused on brand building, not just creating brand awareness. Our approach is ideal for reigniting challenger brands that already have reasonable awareness and distribution levels but limited budgets. They need good strategy and creative to reconnect with their consumers and be able to afford to invest in further campaign flights using the same ad.

Our experience and proven production model have ignited leading brands in New Zealand and around the world. Our consumer insights; strategy; creative ideas; smart media buying; and testing and measurement have built stronger brands for all our clients. And all within a realistic budget.
Our low cost approach means we put more into media than production and fees.
Brand like UDC, Morning Fresh and Outward Bound have been able to afford successive campaigns. Our average residual share gain in NZ is 9.4%.

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Is your agency just in it for the awards?

09Apr09

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.

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

09Apr09

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!

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Health & Wellbeing is the No 1 issue with Baby Boomers

09Apr09

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

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3 commercials help heat up sales

09Apr09

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.

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Outward Bound grows by targeting the Baby Boomers

09Apr09

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.

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Improving sales …. it ain’t rocket science

09Apr09

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!

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