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You paid … HOW MUCH?!!
Paying ad agencies “high cost” fees with “high margins” on top may be ok for high-rolling brands with decent budgets. Sort of accepted, isn’t it? But you have a Challenger Brand, right? Or one within your portfolio. And your competition outspends you 10:1 in marcoms, at least. Sound familiar? Whether you’re in a CHI or a McCann, huge costs for HQ’s, salaries, cars still, O/Hs and only winning an average 1-in-4 pitches … all need paying for. That’s by you, by the way. I know; the first 15 of my 30yrs were in the likes.
CHALLENGER BRANDS SIMPLY CANNOT AFFORD THIS … your hard-earned ’sponges’ need to be wrung dry, with every drop used effectively. You need to ‘punch well above your weight’. Strategy and execution must be sharper. Different. Cleverer. But tangibly so and Results-driven. My own second 15yrs running Mitchell Patterson/MPGM, a lean and mean agency focussed solely on Challengers learned me a thing or three. So, with experience across 150 Companies, 220 brands and over 300 TV commercials, welcome to the ‘virtual’ agency: TVLowCost, now in 8 markets and expanding fast. 80 Projects and over 400 TV commercials in under 3 years. With Top Teams from some Top Agency Specialists.
As one Client called us: the easyJet of the Ad Industry. Exactly.
One key learning: CHALLENGER BRANDS NEED TV … at key points, somehow, to accelerate them through the gears. Even if they can’t sustain it. Despite Media fragmentation/proliferation this last decade, TV advertising still rules absolutely when it comes to Impact, Awareness and Persuasion. The Trade still love it above all [how vital is that?], as do Consumers and so its effect on pull-through. A decent shot-in-the-arm from TV creates more brand momentum than any other media. Fact. Most other low budget [£350-500k] Print campaigns merely ‘tread water’, but expensively so. Ouch.
BUT TV IS TOO EXPENSIVE, right? WRONG … and here comes the easyJet bit: TVLowCost and its partners have crafted the UK’s Best Value all-in TV Package – INcluding a National TV Airtime – for £200k. And trimmed margins to the bone. The entire TV Campaign – managed, created, pre-Researched, BACC’d, Shot, produced, all edits, v/o, music, transmission materials supplied … and then pre- and post checked out by Omnibus. Included too: a fully planned, tailored and bought National TV Airtime package. No nonsense. All for £200k, and on-air in 8 weeks from agreed Brief [no, not 8 months]. Now that is remarkable.
But we hear you mutter 2 concerns …
1. All for £200k … what’s the catch? None. We deliver 100% and our Clients give us ‘Straight A’s’ across the board. We’ll give you their contacts to call.
2. Yes but … can only £200k on TV actually generate ANY positive sales lift? Absolutely, the way we run it. And we have some EXcellent sets of business Results to show you if you can spare 1 hour.
As example, our new Milton Sterilising TV Campaign – 4 commercials – has yielded exceptional Results AND given payback after the first burst alone. Conservatively, any trad agency would have charged a minimum £375k for fees and the Shoot, taken 6-8 months … and that would EXclude any Media.
TVLowCost? £200k the lot. Including National TV Airtime.
It’s a NO-BRAINER.
