MARKETING STRATEGIES FOR SMES CRACKED OPEN WITH THE INTRODUCTION OF DIGITAL TV ADVERTISING
the introduction of digital TV advertising
Darren Hunt, Group Retail Managing Director, comments, “Over the years we have used all types of advertising including national newspapers. However, TV was always out of our league – until now. With the introduction of Digital TV options, it is powerful and viable new channel available to us extend our brand recognition and drive sales”.
Digital TV has changed the advertising landscape, making TV affordable and accessible to almost any business. With AdSmart from Sky, brands can now access Digital TV audiences across Sky and Virgin homes from as little as £3,000 media spend per campaign. Utilising powerful targeting options, advertisers can reach audiences in defined demographics, in specific areas or postcodes, with a variety of financial, ownership or purchase category filters. Tightly targeted audiences reduce wastage associated with traditional media like broadcast TV, radio and newspaper advertising, increasing the accuracy and efficiency of media spend. An even broader wealth of innovative targeting options are available for campaigns from £30,000.
Making the jump to Digital TV
The move across to TV came in their summer campaign where Cycle King used storytelling techniques to build brand awareness and consideration. With a two-month duration, the TV campaign was complemented by digital ad campaigns on Google, YouTube and social media, ensuring that maximum traction was gained from a 360 degree channel approach.
Michelle Tennens comments, “Creating TV ads is more costly and time-consuming than producing videos for the small screen. Script clearance, music licencing and camera formats are different in every respect and add to the cost. The challenge for us as a marketing agency has been to significantly lower the cost of TV ad production without compromising creativity or quality. We’ve used our innovation and agility to bring production costs down to make TV advertising accessible to SMEs. Building an in-house production team has been an essential element to achieving success. It is a balance between creativity and cost. Scripts and shots are planned to optimise resources without compromising on the key objective – sales!”
Targeted Audience profiles
Digital TV is becoming an integral part of Cycle King’s marketing strategy, which also includes the full mix of channels such as social media, Google Ads, email marketing, localised print advertising and outdoor media.