“Low-cost” TV from TVLowCost shows the way for successful Challenger Brands

Smaller Challenger Brands need all the extra help they can get these days. In short, they need unfair competitive advantages at every level, and activity. In pioneering the UK’s Best Value All-in TV Packages – starting from £160k – TVLowCost has at last made TV advertising AFFORDABLE. And now has 4 Packs to suit all pockets.

Some 25 years’ experience focussed solely on such Challenger Brands counts for some expertise too so please read our new initiative:  “10 Advertising Rules for successful Challenger Brands” below:

http://www.tvlowcost.co.uk/10rules/

Then perhaps spend another few minutes viewing our latest 10 or so TV Campaigns. We average no less than 4 quality commercials per project, the total Shoot cost being £64k. Not bad when you consider that the average Shoot cost in 2008 for 1×30″ commercial across some 50,000 commercials was a heady £140k.

http://www.spacecity.co.uk/movies/tvlowcost/

Then please make contact with Andrew Mitchell to hear how TVLowCost could deliver an unfair competitive advantage to your own deserving Challenger Brand … at mitchell@tvlowcost.com or call 07989-839927. Against dominating category ‘big boy’ brands, Clients Win Win with TVLowCost …

Challenger Brands NEED an “unfair competitive advantage” …

IF they are to survive today, leave alone grow. That has to be AFFORDABLE TV ADVERTISING … from TVLowCost.

Five years ago, 12 agencies launched, 150 Clients and some 600 TV commercials later, TVLowCost has proven its brave, pioneering approach many times over. For smaller budget Challenger Brands, their unique All-in TV Packages have consistently defied traditional “it’s got to be £millions” thinking … and delivered remarkable business results.

In the UK, TVLowCost’s standard “Challenger” Pack at £200k has yielded such AVERAGES as:

+27% Sales lifts

+ 25-40% Distribution gains [usually delivering Payback alone]

+24-110% Ex-Factory increases.

All of which has totally re-ignited such dormant brands as PRIMULA CHEESES, SUDOCREM, CAMPBELL’s V8 JUICES, LOSALT, MILTON and others. And both the Trade and Consumer have looked at them with fresh eyes. Primula Cheeses, for example, is on its 3rd New TV Campaign covering 2 Ranges … and coming up for its 7th TV burst in 2 years. All this from previously spending no more than £60k ATL pa. Some progress, and still on a +30% Sales curve.

TVLowCost has made TV advertising AFFORDABLE at last. See these 4 All-in Packages below, starting from £160k [2 commercials] including a tailored National TV Schedule through to £225k [4], then £305k and finally a Euro/3 Market Pack for £630k. Then contact Andrew Mitchell In London for a chat on 0044 [0] 20 8847 3776 or 07989-839927, mitchell@tvlowcost.com … and hopefully spare 1 hour for a robust, results-orientated Presentation with brief Case Studies, which explains just how they are able to provide seemingly the impossible!

Too many out-dated TV advertising myths need smashing!

RULE-BREAKERS: TVLowCost leads the way for Challenger Brands needing TV.

If you say “Yes” to any of these TV myths, read on … 

1. It has to be 30″ timelength [No way!]

2. It has to be a min 400 TVR [No longer!]

3. And min 80% Coverage at 6 OTS [Not so!]

4. The majority of airtime in Peak [No!]

5. Day-time TV is crap [Not where we'll be!]

6. TV advertsing always costs £Millions [Not now!]

7. TV Production always costs a fortune [Not with our "low-cost" approach!]

8. You can’t build brands with short lengths [Proven otherwise!]

9. Great Creative Ideas are always expensive [Not necessarily!]

10. TV is losing out to Online and the web [Actually not!]. But there is one myth that is a truth that we cannot change:

11. Big ad agencies are “high-cost” agencies [Always!]. So, you need to read on, right?!

As long-experienced TV advertising specialists, TVLowCost has pioneered “affordable TV advertising” with its unique variety of 4 All-in TV Packages. All including fully-tailored National TV Schedules, they start at £155k. Who for? For small budget but deserving Challenger Brands feeling the pinch: with Saliency falling, brands becoming up-age, the Trade playing extreme hard-ball with Distribution, margins and promotional pressures – to name but a few. Sound familiar?

TVLowCost are “veterans” in both TV and such Challenger Brands – a specialist TV guerilla task-force as such. One by one, we have disproved the above TV myths – so many being old beliefs, notions and habitual thinking from 20 years ago. Give us 1 hour and you’ll see WHY our small budget Packages are consistently delivering remarkable Results: we “average” +27% Sales lifts with + 25-40% Distribution gains and Ex-Factory increases of between +24-110%. Call Andrew Mitchell on 02088473776 or 07989839927.

£200k on Radio? in Press? Mags? All wasteful …

When TVLowCost has made TV affordable … at £200k ALL-IN.

Smaller Challenger Brands on limited budgets struggle to deliver any decent Impact and Persuasion with £200k+ ATL:

Try £200k on Radio? … targeting main-shoppers, you’ll get 2 weeks National Radio with 1×30″ reaching @ 40% at 3.9 OTH. Production costs on top. Hmmm …

Or £200k in Women’s Weeklies? … BC1C2 Women with 3 insertions of colour w/p’s in 14 mags reaching 25% @ 3.1% OTS. Production on top. Ouch!

Maybe £200k in Monthlies? … ABC1 Women with 2 insertions each of a half-page and w/p in 14 mags delivering 39% @ 4. Again, Production additional. Forget it!

BUT £200k on TV with TVLowCost? … an average of 4 commercials, pre-Tested in Groups, full Shoot/Editing/Transmission Materials, Clearcast, Music and v/o included, with an Omnibus pre- and post Awareness Check too. PLUS a tailored National 4 week TV Schedule delivering a minimum 50% @ 3 OTS, dependent on TA. Usually nearer 60% @ 4+. And all on-air 8 weeks from agreed Brief. The complete Package … for only £200k. Now well into 2010, a similarly “soft” TV market will remain vs last year, giving unparalleled added value TV again.

So successful is our pioneering unconventional approach that our remarkable Results average +27% Sales uplift, +25-40% Distribution gains and Ex-Factory increases +24-110%.

The lesson? Do NOT book any Media for your own Challenger Brand until you have seen our robust Presentation! Be happy to visit to suit. Call Andrew Mitchell in London on 02088473776 or 07989-839927 or visit www.tvlowcost.co.uk .

Recession + “low-cost TV” = BIG RESULTS for Challenger Brands.

 Recession? WHAT recession?

In tough times, Challenger Brands on tight budgets need to punch hugely above weight. BUT despite those current tough times, with their lousy Exchange Rates increasing costs, the Trade threatening Distribution and margin cuts [again], O/L gaining ground et al … TVLowCost’s £200k All-in TV Packages have been proving themselves consistently. With remarkable results well beyond best expectations. Can you argue against these remarkable AVERAGES?…

 

 

 PRIMULA CHEESES … take one recent example. Their first-ever TV in Dec 08 yielded a straight +27% Sales uplift [bang on our average] … but then Ex-Factory went up +110% over the key 3 month period … and under a year later, after a 2nd TV burst in May 09 with Sales still steady at +25% [with the highest Brand Share ever for 20yrs] … they moved their standard Factory shift 5-day 12-hour to  24/7. For the first time ever. Brilliant.  The only marcoms difference: TV advertising from TVLowCost. And now … we have just launched their  2nd TV Campaign for their brand New DELI Cheeses Range [Oct 09]:

http://www.spacecity.co.uk/movies/primuladeli/

TVLowCost has at last made TV advertising affordable. For deserving but smaller Challenger Brands on tight budgets. Our TV Campaigns ARE making all the difference to such brands – many clinging on out there with slippery Distribution and poor consumer Saliency. Apart from generating tangible consumer pull-through, our ability to also expand Distribution from +25-40% also helps make that difference – often enabling £Payback after the 1st burst.

Now with 4 levels of All-in TV Pack entry, starting at £155k and including a full National TV Schedule, if you are considering spending more than £155k in NON-TV media ….. DON’T. Call Andrew Mitchell on 00 44 [0] 20 8847 3776 instead.

For smaller Challenger Brands, this Recession will sort the ‘men’ out … from the ‘sheep’.

Distribution first … or Consumer Awareness?

Consumer Awareness first … or Distribution?

ANSWER: TVLowCost’s superior “low-cost” TV advertising delivers BOTH.

TVLowCost are TV pioneers … At last, TV advertising is AFFORDABLE.

Whether your smaller Challenger Brand is fmcg, pharmacy, electrical or any other, DISTRIBUTION is vital  – if Consumers can’t find you, you’re dead - but with the power of the Buying Groups these days, ”life-blood” is all about getting enough of it. And Asda, Boots and dsgi play serious hardball these days.

Problem is: too many smaller Brands are failing to “show teeth” to the over-powering Trade. They cower. Appear weak. Take what they can get. And [have to] accept the SKU reductions, margins erosion, promotional constraints and demands … until they squeek. Forgive all the cliches but it’s true. and like sheep, they risk falling off … oblivion.

The ONLY ATL media that the Trade get out of bed for is … TV advertising. Fact. Forget Press, Mags, Radio, Posters, whatever … small budgets behind any of these at best sees the Brand tread water [but not inexpensively, right]? And typically, a hard-earned £300k Press Schedule may look good on paper – a 5-6 month presence! – but don’t kid yourself: the Brand doesn’t get anywhere. Consumers do blink, and they will miss it.

TVLowCost’s very mission is to BREAK the trad rules and expectations of TV advertising: that you need £millions to make a difference, years to get it back … plus inevitably, over-expensive TV commercials that sour the process. The “usual Package”, yes? Instead and with senior pro’s at the very top of the advertising usiness, we have crafted the very best ALL-IN TV PACKAGES, starting from £155k, which really DELIVER business gains [averaging +27% Sales] … AND both broaden and deepen Distribution [@+20%]. Making ALL the difference to a smaller Brand’s very survival. As our agile, canny climber demonstrates.

Check our web out at www.tvlowcost.co.uk … and dare to spare an hour to see our tangible, proven capabilities. As with Milton, Primula, Sudocrem and many others, long term declines have been reversed and these Brands are fitter than they’ve ever been. For only half of what a Challenger Brands [too] often spends elsewhere, TVLowCost can have you ON TV with a fully Researched set of TV Commercials backed by a totally-tailored Nat TV Schedule.

Run a small budget CHALLENGER BRAND? Answer these questions [honestly] …

Clients need experienced agency partners – pioneers – to ensure SURVIVAL.

Overcrowded categories … Trade playing silly buggers with Distribution, margins and still refusing a price rise? … O/L really making inroads meanwhile … advertising unaffordable in a recession … poor Exchange Rates exacerbating that … all getting familiar, isn’t it? Just HOW are marketers meant to keep their smaller Challenger Brands on-track, leave alone speeding up?

Well, using “high-cost” ad agencies won’t help … hard-earned monies being hoovered up in excessive fees is a recipe for disaster. Let them focus on high-roling brands with budgets to match!

No, somehow … they need a new, fresh but tangible approach. Something with teeth. But which does not – cannot – cost the earth. And despite all Media fragmentation this last decade with so much choice now available, there’s no doubting that TV advertising is STILL what works best … not only with Consumers and pull-through BUT with the all-important TRADE. No Trade support, no business.

But TV advertising is hugely expensive … and unaffordable, right? WRONG …

Welcome to TVLowCost, long-experienced and true pioneers in effective “low-cost” TV advertising. We are all about Challenger Brands and EN-abling them, deservedly, to get onto TV … with all the strategic and creative firepower they need BUT in a sensible, tailored “low-cost£ way. And with max funds in the Media itself. Ask yourself these questions … 

Answer YES or NO: Versus 3 years ago your Challenger Brand …

1. Has suffered Distribution losses?

2. The Trade has cut margins and suppressed price increases?

3. Experienced Volume, Value and Share declines?

4. Spent more ATL but still only treading water?

5. Delivered less Brand Profitability to boot? 

 

 

 

If you ticked 2 or more, read on …  

 

Too many Challenger Brands and Projects on tight budgets are spending £000,000′s in Print, Radio and other ATL advertising … to then tread water or even sink. Not believing that TV is affordable. With TVLowCost, it now is [even more so with a "soft" TV market]. And TV does make ALL the difference to brands today; look what remarkable results we are consistently achieving on small budgets. But in developing TV, they cannot afford “high-cost” ad agency fees either. Nor risk “cheap” TV campaigns via so-say “full-service” TV Prod Studios, lone Creatives, media agencies and “green” marcoms groups with little depth experience of business and marketing, brands, strategy, creativity and project management. Beware!

Yet Challenger Brands NEED TV to change gear, right? For Consumer AND Trade. Pioneered by 30 year marcoms professionals – most having run their own agencies before – TVLowCost’s unique All-in TV Packages are the Best Value anywhere. Crafted to be so. And with 4 entry levels, deserving Challenger Brands really can now gain serious competitive advantage … but on TV. 

 

As example, our “Challenger” Pack at £200k includes: full Project Management, strategic analysis and Briefing … full Creative, Shoot, Editing [av. 4 commercials] … Music and on-air costs … 2 Groups upfront to check Ideas, then a pre- and post-Omnibus Awareness Check … AND a fully-tailored Nat TV Airtime Plan. Too good to be true? Heinz, Wrangler, J&J, Unilever, Bose and 120 other Challenger Brands over 4 yars would not agree. 500 commercials and 12 markets later, we are delivering not only exceptional Creativity and Value but consistent and remarkable Results to defy all cynics. Our senior but “low-cost” approach plus potent cocktail of different thinking and solutions enables a small TV spend to punch hugely above weight and break normal budgetary expectations. Fact.  

 

Check us out at just need TVLowCost … www.tvlowcost.co.uk

You don’t need £millions to be on TV …you  just need TVLowCost.

 

 

 

 

 

 

Advertising in a recession: ONLY TV will fight back … by TVLowCost UK.

Welcome to 4 x All-in “low-cost” TV Packages for small budget Challenger Brands, from £155k …

It’s tough out there at the moment. Lousy Exchange Rates decimating budgets. Own-Label strengthening in a recession, as always. Consumers tightening purse strings, and the Trade pressuring margins, delaying price rises … and generally playing hardball regarding SKU’s and facings.  As always too. Your own Management meantime are demanding that Brand Awareness levels are maintained, and that ROS – somehow - is increased. Catch22. And advertising in a recession …? Well, all you can afford is a continuance of last year’s Mag/Press schedule – right? At a pricey £300k+ but at least we cover 5-6 month’s activity, and TV is unaffordable anyway, right?

WRONG … enter TVLowCost, the “low-cost” TV advertising professionals with 4 All-in TV Packages, starting at £155k. Now there is no excuse for deserving Challenger Brands NOT being on TV in 09/10. Why advertise in any other medium when TV IS AFFORDABLE …

 

 

 

No.1: NEW  ”ENTRY LEVEL” Pack

 

 

 

 

 

 

 

No.2: Current and proven “CHALLENGER” Pack

 

 

 

 

 

 

No.3: NEW “CHALLENGER +” Pack

 

 

 

 

 

 

 

 

No.4: NEW “EURO/3- Market” Pack

 

 

 

Pioneering new TV initiatives, and a few rules and myths broken en route.? Maybe, but … try arguing with these remarkable Business Results from our £200k Package …

 

 

 

 

 

 

 

 

Irrefutable and consistent proof that, in experienced hands, “low-cost” TV advertising CAN deliver serious Results. Fact. What did your last Campaign deliver, and how much did you spend?

Call Andrew Mitchell at TVLowCost … or check us out at www.tvlowcost.co.uk …

TV Revolution! Irrefutable and consistent RESULTS from “low-cost” TV advertising.

You need £millions to get onto TV, right? WRONG.

Your small Challenger Brand cannot afford TV advertising, right? WRONG.

Small budgets on TV cannot generate significant business uplift anyway, right? WRONG.

Your solution …? TVLowCost has made TV advertising affordable AND consistently delivered remarkable Results from small spends …

 Need your small budget Challenger Brand to punch above its weight?

Is your brand at best treading water currently, or even sinking? And the Trade – true to form – being really difficult with sku reductions and margins?

Then avoid “high-cost” trad ad agencies who will simply hoover up your precious funds in fees.

And avoid so-say “full service” TV Prod Studios, Media agencies, lone Creatives and “green” marcoms groups who have little depth experience of marketing, brands, strategy, briefing and creativity through to project management. That way you’ll simply end up with poorly targeted “cheap” TV commercials. Any media spends behind these are wasteful. You need professionals with the “big picture” experience.

30+ year marcoms veterans run TVLowCost agencies – now in 12 markets in under 4 years. Together, we have broken rank and pioneered remarkably creative and high value All-in TV Packages. And delivered equally remarkable Results. Fact. These include our proven £200k Package but now a NEW “Entry Level” one at … £155k. Including a tailored Nat TV Schedule. Check us out at www.tvlowcost.co.uk … then do your deserving Brand a favour and contact Andrew Mitchell.

“Low-cost” TV advertising CAN rescue struggling Challenger Brands …

TVLowCost’s proven £200k All-in TV Package now available … at £155k. 

 

 

 

 

 

Answer YES or NO [honestly]:

Vs. 3 years ago your Challenger Brand …

 

 

 

 

 

1. Has suffered Distribution losses?

2. Trade cut margins & suppressed price increases?

3. Experienced Vol, Val and Share declines?

4. Spent more ATL but only treading water?

5. Delivered less Brand Profitability to boot?

If you ticked 2 or more, read on …

 

Your Challenger Brand REALLY CAN AFFORD TV advertising

 Too many Challenger Brands and Projects on tight budgets are spending £000,000′s in Print, Radio and other ATL advertising …to then tread water or even sink. Not believing that TV is affordable. With TVLowCost, it now is [even more so with a "soft" TV market]. And TV does make ALL the difference to brands today; look what remarkable results we are consistently achieving on small budgets. Milton with a +30% Sales lift, Sudocrem +24%, Primula +27% and latest LoSalt at a huge +74%. But in developing TV, they cannot afford “high-cost” ad agency fees either. Nor risk “cheap” TV campaigns via so-say “full-service” TV Prod Studios, lone Creatives, media agencies and “green” marcoms groups with little depth experience of business and marketing, brands, strategy, creativity and project management. Beware! Yet Challenger Brands NEED TV to change gear, right? For Consumer AND Trade.

Pioneered by 30 year marcoms professionals – most having run their own agencies before – TVLowCost’s unique All-in TV Packages are the Best Value anywhere. Crafted to be so. Witness our brand NEW “Entry Level” All-in TV Pack – at £155k:

… deserving Challenger Brands really can now gain serious competitive advantage, but on TV.

4 years, 500 TV commercials and 12 markets later, we are delivering not only exceptional Creativity and Value but consistent and remarkable Results to defy all cynics. Our senior but “low-cost” approach plus potent cocktail of different thinking and solutions enables a small TV spend to punch hugely above weight and break normal budgetary expectations. Fact. Check us out at www.tvlowcost.co.uk, then call Andrew Mitchell on 020 8847 3776.

You don’t need £millions to get on TV … you just need TVLowCost. At last, TVLowCost has made TV advertising affordable.