TV Low Cost according to Linda Reichard

TV Advertising is what wakes up the trade

lindareichard — Thu, 19 Feb 2009 10:32:35 +0000

Challenger brands need all the leverage they can get to secure full trade distribution these days. TV support is universally accepted as one of the key influencers in achieving distribution objectives. No other media delivers the clout of tv.

TVLowCost – A proven International Formula that Delivers Results

We pre test ads so consumers tell us what will make them buy, then refine creative accordingly
3 x 15 sec ads that communicate different brand benefits vs 1 x 30 sec ad that has 2″ of branding
We make sure our target audience is indeed who are the most likely to buy, vs stock, standard ‘target audiences’
Utilising Nielsen TV audience data – to ensure we are selecting the programming that delivers best against our target audience
No mass market wastage with broad prime time audience programming
A Proven International Formula, without compromising production quality.

TVLowCost has developed a proprietary, radically simpler and less expensive methodology, which has been fine-tuned in each of the 11 countries we now operate. On average, our clients experience a 25% increase in sales. And with each project, ads are crafted from scratch to create effective and strong communications with high production values.

LA TELEVISIÓN SIGUE SIENDO EL MEDIO CON MAYOR INFLUENCIA

lindareichard — Thu, 22 Jan 2009 10:39:39 +0000

A pesar de lo que muchos expertos aseguran, la televisión aún no ha muerto, y según un estudio de Deloitte, es el medio que mayor influencia ejerce en las decisiones de compra en cinco grandes mercados. El resultado es el mismo incluso en usuarios frecuentes de internet.

Internet y los medios tradicionales como revistas, periódicos y radio, pasan a un Segundo plano en cuanto a la influencia en Estados Unidos, Reino Unido, Japón, Alemania y Brasil ante el reinado de la televisión. Su dominio atrapa a la mayoría de los consumidores de estos cinco países, que usan el ordenador como entretenimiento, más que la televisión.

Fuente: www.marketingdirecto.com

Y dentro de la red, la publicidad que más influencia tiene según el estudio son los resultados que arrojan los buscadores, así como los banners, según informa eMarketer

“En EEUU, la televisión se lleva una cuarta parte del total de inversión publicitaria”, explica el analista Carol Krol. “Muchos anunciantes no hacen caso a la fragmentación de medios ni a que los espectadores están migrando a los medios digitales, y es porque la televisión sigue siendo el mejor medio para llegar a públicos masivos. Sigue siendo la forma más efectiva de generar repercusión de marca”.

Source: www.marketingdirecto.com

2009 The rules of the game have changed! New Low Cost tools are the key.

lindareichard — Mon, 12 Jan 2009 12:47:15 +0000

Low-cost BoltBus targets students

lindareichard — Tue, 16 Sep 2008 14:33:26 +0000

By Amanda Vermeulen

Published: September 16 2008 03:00 | Last updated: September 16 2008 03:00

BoltBus is one of the new strategies that has been deployed by Greyhound to take advantage of increasing US demand for regional bus services, writes Amanda Vermeulen .

The joint venture with Peter Pan Bus Lines was launched in March 2008 and operates services on the US north-eastern seaboard, targeting – among others – the thousands of students who attend Ivy League and other universities scattered across the region.

The low-cost model attracts customers by its buses equipped with greater legroom, power outlets for laptops and free wi-fi connections.

BoltBus was launched to compete with the Chinatown bus carriers and Megabus, a subsidiary of UK-listed Stagecoach.

FirstGroup said BoltBus reached break-even within three months and it was reporting revenues of more than $1m (£557,000) a month. FirstGroup said the success of the line, which comprises 33 vehicles running between New York, Washington, Boston and Philadelphia, had encouraged management to consider extending it to fresh destinations.

“GET MORE FOR LESS ! ” TVLowCost is the 1st TV advertising agency network created to REDUCE the costs of TV advertising and make Television affordable :

lindareichard — Wed, 04 Jun 2008 16:13:09 +0000

Yes, “Affordable TV advertising” can generate excellent Return On Investment !

This is the issue everywhere. Every advertiser knows that TV advertising is the most efficient way to boost one’s business. No discussion. But, how many can afford national TV advertising ? Since decades television channels, traditional “high cost” media agencies and advertising agencies have made everything to put in the advertiser’s minds that TV is a fabulous media, BUT, that they need a lot of money to get in.

Because they MUST be on Prime Time, because they MUST shoot their TV commercial in an exotic location, because they MUST do it in 35mm, because they MUST pay monthly fees during several months to the ad agency to elaborate the creation, etc.

At the end of the day, many advertisers say “TV advertising is not for me, too expensive”… and they invest in other less efficient and powerful medias.

In every business, low cost pioneers have demonstrated that there was a way to do things differently and reduce spectacularly the costs of things without losing quality. They show that inexpensive does not necessarily mean “cheap” or “poor quality”. They have created new business models from scratch, new working methods much more efficient, new team mentalities. They have demonstrated that a large number of customers (also including B to B clients) are ready to pay much less to get “the function without the frills”.

Television advertising needed a revolution. It was more expensive every year despite audiences fragmentations, despite new shooting cameras, despite travel cost reductions…

TVLowCost is born because too many clients are unable to get on TV with the traditional “high cost” agencies. TVLowCost “All inclusive TV Packs” changes completely the relation with advertisers. They know that, for a fixed amount in each country where we are, EVERYTHING is included :

“GET MORE. WORRY LESS”

No bad surprise, no additional costs. Our clients discover a very different kind of TV advertising agency :

An agency focussed on sales efficiency and not on winning new “creative awards and chocolate medals”.

An agency working hard to reduce the delays, in order to save money, and not taking months to elaborate a TV campaign.

An agency where clients are treated as partners to conceive the most economical campaign, and not only as “cash machines”…

“GET MORE WITH LESS” is our commitment to our clients, our international “Mot d’Ordre”!

“Low Cost” TV advertising makes total sense in Recessionary times.

lindareichard — Mon, 19 May 2008 16:16:44 +0000

TVLowCost…Recession provides the perfect opportunity for Advertising to do its job.

An interesting article circulating which makes the case for advertising in tougher times. By offering the UK’s Best Value all-in TV Package at £200k complete, TVLowCost offers Clients a serious Competitive Advantage.

Recessions are different from other economic periods and need to be looked at differently to benefit businesses. There are two focuses when looking at marketing and advertising in a recession:

Increasing Short- and Long-Term Profits.
Increasing Market Share.

If you focus this way, you’ll be better off in almost every case both during and after the recession. Recessions clearly reward the aggressive advertiser and penalize the timid one.

Increasing Short and Long Term Sales and Profits.

In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies covering 16 different Industries from 1980-1985. Results showed that B2B co’s that maintained or increased their ad spends during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased it. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising.

Comparison of Sales & Ad Expenditures

Sales for the co’s studied were relatively even before the recession, but varied sharply during and after it. Co’s that cut advertising during both of the recessionary years maintained flat sales during the period and only modest sales growth in the following two years. In contrast, the co’s that maintained their advertising experienced significant sales growth throughout the four-year period.

In analysis of the 1990-91 recession, Penton Research Services, Coopers & Lybrand, in conjunction with Business Science International, found that better performing businesses focused on a strong marketing programme enabling them to solidify their customer base, take business away from less aggressive competitors, and position themselves for future growth during the recovery.

Increasing Market Share.

A recessionary market can provide an opportunity for businesses to build a greater share of market through aggressive advertising. This according to The Strategic Planning Institute of Cambridge, MA. Correspondingly, businesses that reduce media expenditures suffer loss of market share. It was demonstrated that aggressive businesses can accomplish these gains through greater expenditures without reducing short-term profitability.

Comparison of Net Income & Ad Expenditures

According to the study and contrary to popular belief, cuts in advertising during a recession decrease net income over the long haul. Co’s that maintained advertising during the recession enjoyed measurably higher net income gains not only during the recession, but even more so, two years after the recession. This in stark contrast to those co’s that cut advertising both years and significantly reduced their profits during the recession, and for years following.

Advertising can skillfully reposition a product to take advantage of new buying concerns, give an advertiser a stable image in a chaotic environment, and give an advertiser the chance to dominate the advertising media.

Conclusion

A series of six studies conducted by the research firm of Meldrum & Fewsmith showed conclusively that advertising aggressively during recessions not only increases sales but increases profits. This fact has held true for all post-World War II recessions studied by American Business Press starting in 1949.

One major B2B advertiser summed it up best. “When times are good, you should advertise. When times are bad, you must advertise.”

At TVLowCost, « we try harder »! Like in this famous slogan, we fight against traditional advertising agencies, pure products of the « high cost » culture. We demonstrate everywhere that a TV advertising agency can be both low cost and high quality.

lindareichard — Thu, 08 May 2008 15:24:41 +0000

“We try harder”, AVIS famous campaign is a perfect example of what we try to do every day in the different countries where our TVLowCost network is established. Convincing advertisers that, at last, TV advertising is affordable for their brands, and that what they heard from “high cost” advertising agencies is not true anymore.
NO, to be seen on national TV channels, one does not need to invest its advertising budget on Peak Time exclusively. TVLowCost will provide you with excellent alternative media planning, using plenty of cheaper possibilities, with a high degree of efficiency.
NO, to shoot a creative & convincing commercial, it is not necessary to travel abroad to an exotic location. Excellent TV commercials can be shot “in town”, creativity is not function of the number of kilometers! TVLowCost reduces your bill like that!
NO, 35mm shooting is not better that High Definition Video, consumers will not see the difference, but the cost will be very different! TVLowCost uses the latest HD digital cameras, much more adapted to modern televisions diffusion.
NO, to conceive a brilliant TV advertising, your agency does not need to be situated in a very expensive and “ modern design” headquarter located in the most expensive area of the town. What counts really is the talent and dedication of the people working on your brand! At TVLowCost, our offices are situated in convenient and simple offices. Our client’s money does not have to pay for our “luxurious way of life”
NO, it is not necessary to wait for months to leave your agency plenty of time and plenty of monthly fees, to elaborate several convincing TV spots. In 8 weeks, TVLowCost will deliver you the finalized spots, consumer pretest included. 8 weeks and 6 steps involving you… and no monthly fee…
NO, covering the walls of your advertising agency’s entrance and agency’s meeting rooms with Awards is not a proof that this agency will do an efficient TV advertising for your brand! It could even be a sign that this agency is mostly interested by its “glory”! Never forget that to win awards, agencies have to seduce other creative jury’s, it has sometimes little to do with seducing and convincing consumers… At TVLowCost our only obsession is your market share!

Why do you NEED a TV advertising agency and not a « regular » advertising agency to promote your brand on television? Not only is TVLowCost a 100% “TV expert “but is, also, the only advertising agency international network with a low cost positioning.

lindareichard — Wed, 07 May 2008 15:29:24 +0000

When a company decides to “accelerate”, it must, one day or another, communicate on television. No big success can “escape” investing on TV advertising. Television advertising has a long record of efficiency. All the big brands we know in any category built their business by a strong presence on the TV screens.

But, television advertising is not as simple as some other forms of brand communication. It can generate high investments and create BIG successes or BIG failures… Because the costs involved tend to rapidly become heavy for the company.

This is why we believe that advertisers should be very careful about the choice of their advertising partner when they want to invest on television advertising.

Let us do an analogy. When you have, let’s imagine, a “heart problem”, do you tend to visit your family doctor or the cardiologist? Well, of course, when it is a serious health issue, you will logically go to the SPECIALIST…

We believe that for any brand, going on TV is a very important decision; it will “change” the size and image of the company. Going on television, the “KING OF MEDIAS”, necessitates a very careful approach of it in order to be successful. And today, one will also add another dimension: it has to cost the minimum money possible, because times are tough and every marketing manager or general manager has to spend money very carefully!

This is why we strongly believe that a 100% SPECIALIST “TV advertising agency” such as TVLowCost is the RIGHT ANSWER for clients willing to go on TV and willing to save money!

Except in USA, where the size of the market is so different, in the vast majority of the countries where TVLowCost is established, the “regular” advertising agencies only shoot a few commercials per year. The Top Ten will shoot 30 or 40 per year.

Let us take an example, when at TVLowCost in Paris; we have shot 150 commercials in 2007 and will probably achieve 170 this year. In the last 3 years and a half TVLowCost has shot 420 TV commercials. Very few agencies in our markets can compete with those numbers.

So when you are looking for an agency to bring you efficiently on TV and to help you saving a lot of money, why not giving our local TVLowCost agency a phone call?

In health issues as well as TV advertising, a specialist will always give you better advice than a “generalist”!

TVLowCost, the little but fast growing, advertising network delivering afffordable TV advertising

lindareichard — Mon, 28 Apr 2008 10:37:27 +0000

At TVLowCost, we love this picture, just for the fun!

It really makes us think about TVLowCost facing the big global “high cost” advertising networks.

When we did open our doors in 2004, all the industry said : “ridiculous”, “impossible”, “it will never work”… 3 years and a half after, everywhere, our TVLowCost agencies beat regularly the big players and attract their clients … no more willing to pay their outrageous tariffs!

So… apparently, there is a BIG NEED among advertisers to break the rules and the prices of TV advertising!

We do believe that there is room for two kind of ad’ agencies : the “low cost” and the “high cost” ones.

Advertisers it’s your choice!

TVLowCostSpain TV Advertising for all budgets

lindareichard — Thu, 24 Apr 2008 16:22:55 +0000

Many brands have had to significantly cut back advertising budgets to stay competitive. Many brands feel they can no longer afford TV. But now TVLowCost makes the power of TV available to all brands!

And remember that low cost does not mean low quality. It’s More for Less…