Author: lisa byrne

Newspapers
Blogs

Is Print Advertising Dead?

We live in an ever-increasingly connected world, and if we’re not glued to our smartphones, with digital adverts being thrust upon us on every conceivable social media platform and app, and businesses and brands sending marketing messages via SMS, alerts, websites and more.

It could be easy to believe the hype that print advertising is a dead medium and a waste of your precious marketing budget. However, nothing could be farther from the truth. Print is alive and well, and any brand that bases its marketing strategy on a ‘print is dead’ basis is doomed to fail.

Even in this digital age, your customers still pay attention to the world of print, and by investing in print advertising, in newspapers, magazines, and direct mail, you can boost your sales and increase brand awareness.

Let’s have a look at some print marketing statistics that may surprise you.

Print marketing statistics:

  • When combining print and digital advertising, marketing campaigns were 400 per cent more effective.
  • Newspapers are read by 13.6 million Brits every day.
  • An astonishing 95 per cent of those aged 25 and under still read magazines.
  • According to a US survey in 2016, 82 per cent of internet users trusted print ads when making purchasing decisions.
  • Readers will spend, on average, 20 minutes or more reading printed publications, compared to just five minutes on digital news sites.
  • Print advertising requires 21 per cent less cognitive effort to process.

Digital vs. Print Advertising Statistics: 

  • There is a 20 per cent higher motivation response to print adverts, which increases if it appeals to more senses than just touch.
  • There is a 77 per cent higher brand recall for print advertising, compared to 46 per cent for digital.
  • In the 18 to 23-year-old age group, 92 per cent find print content easier to read than digital content.

Benefits of Print Marketing Statistics

  • Newspapers are read by 25 per cent of Millennials, Gen-Z, or those aged under 35 years old.
  • Over 60 per cent of adults aged over 35 years old regularly read newspapers
  • Consumers who see print ads are highly likely to also visit the advertiser’s website.

It’s plain to see that print publications still have a profound effect on consumers, even among those who grew up in the digital age – the Millennials and Gen-Z, aka the advertising goldmine.

But what is it that makes print advertising so appealing in the digital age?

Print advertising commands more attention

Despite the naysayers, the digital age has not killed off print, and if anything it has helped draw a sharper focus on how much impact print advertising has compared to digital marketing and advertising.

Print advertising commands attention that digital adverts are unable to achieve, as our brains are able to remember print advertising better than digital. This is why those who grew up in the digital age will still pay more attention to print ads than digital ads.

Print advertising also has better longevity than online advertising. Banner ads disappear once the user clicks away to another page. Viral videos and memes only grab attention for a few seconds or minutes at the most, while print adverts live on. Pick up an old magazine or newspaper, and those ads will still be there.

Print advertising offers stronger credibility

Consumers place stronger credibility in print advertising, which is an aspect that marketers should pay attention to. Consumers trust print in far larger numbers (71 per cent) than TV advertising (41 per cent) or online advertising (25 per cent).

Undoubtedly, digital advertising will continue to grow, but this does not mean the end of print advertising. Sales of print advertising did decline, but this has levelled off, demonstrating that print is not going anywhere, and the most effective advertising strategies will combine the power of print and digital media.

Print is still an inexpensive and effective way to advertise your business, brand or product, attract new customers, and generate sales, as well as helping to drive people to your website.

Magazine advertising

Magazines also still have a massive impact and are still read by millions of Brits (44.3 million between April 2019 and March 2020, according to Statistica). Most people who read online magazines also read print magazines, and many of these could potentially become new customers.

While social media advertising can help you reach more potential customers, magazine print advertising has a higher likelihood of reaching the right customers.

Of the three different types of readers – those who read both print and online, those who read print only, and those who read online only – print/online readers tend to have the highest average income, followed by print-only readers, while online-only readers make up the lowest average income of the three.

Direct Mail

Around 80 per cent of marketing emails are disregarded, with the remaining 20 per cent opened, but not necessarily read. However, 80 per cent of traditional direct mail is opened, showing that there is little doubt about the effectiveness of direct mail.

Email marketing has gained a bad reputation, with email spam filters and unsubscribe buttons causing a low engagement rate, while direct mail has maintained a high engagement rate. The average response for direct mail is 4.4 per cent, compared to just 0.12 per cent for email.

Alive and kicking

To refer back to the title of the article, it is plain for all to see that print marketing is certainly not dead. It is currently going through somewhat of a resurgence, as many people, particularly following the lockdowns and working from home, look for ways to disconnect from a noisy and cluttered online world.

It has long been proven to be a trusted and tangible medium that helps provide more of an emotional connection that can be achieved via a smartphone or computer screen.

Digital will continue to grow, and the print industry is predicted to experience a continued decline in ad spending, the impact of print advertising on consumer brand recall and purchasing decisions will still be a major consideration for marketers, particularly if they want to implement a multi-channel marketing strategy.

If you want to know more about how print advertising can help your brand, then come and talk to us at Tonic today!

Leeds Boxing Event Ad Van
Blogs, Out of home

What Is Ad Van Advertising, And How Can It Benefit Your Business?

Despite living in an increasingly digital and always-online world, physical advertising is still a very important form of marketing for all businesses. But with millions of brands and businesses all competing to get their message across to the public, it can often seem near impossible to make yourself seen or heard.

However, if you’re looking for a type of targeted, low-cost advertising that can help you stand out from the crowd, then you should take a closer look at advertising vans, also known as ‘Ad Vans’. These mobile billboards have long been used, but this old-school method of marketing can greatly benefit your brand or business.

What is an Ad Van?

An Ad Van is a branded van that drives around a set route as a form of mobile advertising. This means it can take your message, logo, and brand to the consumers, as opposed to a static billboard which is banking on consumers noticing it as they pass.

They first gained popularity in the US during the 1980s and 90s but did wane with the dawn of online advertising. However, businesses soon realised that offline, or as marketers call it, ‘out-of-home’, advertising still plays a very important role and can be seen as a unique way of marketing your brand.

An Ad Van typically carries a branded portable mobile billboard, like a large ‘A’ board, with a billboard poster or display on each side, meaning it can be seen from both sides of the vehicle. As mentioned, this marketing method has been around for many years and has certainly withstood the test of time.

They have long been popular with businesses that are seeking to target a particular area or a means of marketing that helps them stand out from their competitors.

They can ensure your message is seen on every street in your targeted area, whether that’s a particular postcode or a particular demographic, for example, areas with large numbers of students in university cities, or audiences at key events, such as festivals, sporting events, or conferences.

They can be as simple as a standard billboard poster, be illuminated and backlit for higher impact in low light conditions, include audio systems to play music or a message, or even make use of advanced LED screens for dynamic, animated advertising that really grabs attention.

Ad Vans can be used to promote so many different things, for example:

  • Store openings or re-launches
  • Product launches
  • Sales, discounts, or special offers
  • Exhibitions and events
  • Public safety messages and announcements
  • Election campaigning
  • And anything else you can think of!

Benefits of Advertising Van Adverts

Let’s have a look at how Ad Van advertising can benefit your business:

Target a specific geographic area – With an Ad Van, a brand can specify a geographic area. The Ad Van will travel around that area, or make circuits along a designated route. This could be the catchment area in which the brand’s service or product is being offered or areas in which there is a high demographic of the brand’s target audience, such as students or city-centre office workers.

Guerrilla Marketing – An Ad Van can drive around targeted areas which would otherwise be very expensive to advertise in or buy static billboard space, for example, sponsorship and advertising at festivals, exhibitions and large events can be very expensive, but by employing ‘guerrilla marketing’ tactics, you can get your message across to consumers at these events at a fraction of the price.

Easily amended – Print and online advertising is typically arranged for a set period, and will not be able to be changed once the campaign is live. But an Ad Van can be redressed as often as required, the destinations changed, and associated promotional activity adjusted to suit. It is this freedom to amend your marketing that have made the Ad Van so popular over the years.

What are the costs?

Various factors will determine the cost of hiring an Ad Van, including:

  • Duration – For how long do you want the campaign to run? A day, a week, a month?
  • Transport – Do you want the Ad Van to drive around, or simply park up in high-impact areas?
  • Type – Do you want a standard print billboard, illumination, audio, or a digital billboard?
  • Size – How big do you want the billboard? This will obviously impact the size of the van required.
  • Additional charges may also apply, for instance, cognition charges, Low Emission Zone charges, and toll roads.

Does the impact of an Ad Van compare to other forms of outdoor advertising?

Ad Vans are very effective, although it can be more difficult to accurately quantify how effective. For instance, in the case of adverts in train stations, there are records of how many people will have passed through that station and will likely have seen the advert.

However, your brand can be confident in knowing that whether it is driven around or parked up, the Ad Van will have been seen in busy areas by many people.

In conclusion

To sum up, here’s why you should be taking another look at Ad Vans:

  • Make an impact – double-sided posters or high-tech digital displays, either way, this unique form of marketing will grab the attention of your target consumers.
  • Get seen – Get your brand and message out in front of your target audience and in the areas in which you want to get noticed.
  • Perfect timing – Choose the best time of day to ensure the Ad Van is seen by your audience.
  • Cost-effective – A means of marketing in high-impact areas at far less cost than traditional billboard advertising.

Ad Vans and mobile billboards are being used in many large cities in the US as part of experiential marketing, and the UK is quickly catching up, with recent campaigns for ITV, Virgin, and Vodafone. If you’re interested in finding out more about this unique and highly attractive media for marketers and businesses, then come and talk to us at Tonic today for more information!

Blackpool Fireworks
Blogs, Out of home, Recent projects

Why Should Your Business Consider Sponsorship

Brand sponsorship is a marketing strategy that differs considerably from advertising, but they can often be confused with each other. We have a look at what sponsorships are and how they can help your business.

Traditional advertising attempts to persuade customers with a single message, whether it’s your brand, a product, or a service to a large audience, casting a wide net.

However, sponsorship allows a brand to develop an ongoing relationship with a sports team, a charity, an event, or more, that ultimately aims to be profitable for both parties. Sponsorships take the form of financial or in-kind support of activities, for example, events, trade shows, or charities, to help reach specific business goals and boost their competitive advantage.

Unlike advertising, sponsorships do not directly promote your brand, services, or products, investing instead in a specific event or group that your customers care about. This will lead your organisation to be associated with the beneficiary by customers, the public, and the media.

How does sponsorship work?

Developing an affiliation with an entity that the public cares about through sponsorship will help increase the perception of the sponsor’s brand in the public eye. This affiliation helps create a ‘halo effect’ of goodwill, and the positive associations of the beneficiary are reflected onto the sponsor.

Sponsorship provides a positive benefit to society by empowering entities that consumers care about, meaning that sponsorship has a higher positive perception than advertising, the only goal of which is for commercial gain, and therefore does not appear to have any perceptible benefit to society.

Advertising can sometimes appear aggressive and coercive and can result in consumers becoming defensive, while the commercial intent of sponsorship is far more subtle and indirect, lowering these defence mechanisms.

Many large community events leverage sponsorship to help develop more exciting programmes and to help offset costs.

In the case of trade shows or charity events, there are various promotional opportunities, such as the sponsorship of guest speakers, press rooms, VIP lounges, awards and awards receptions, educational programmes, AV equipment, and more.

There are also opportunities for sponsorship for local causes, such as sports teams or charity events, which while offering limited places, allow brands to reach a specific local audience.

Sponsoring a small, local sports team means fewer people will see your branding than at a national trade show, but if your customers are all local, then it could be the best place to be seen by a local audience.

The marketing benefits of sponsorship

Sponsorships can help your brand reach niche markets without the cost and uncertainty that can be associated with traditional advertising, and a strategic sponsorship can help you achieve multiple marketing goals simultaneously.

Consumer attitudes. Sponsoring an event or cause that your customer base cares about will help create a positive attitude about your brand. If your customers feel that you care about the same issues that they care about, they are far more likely to develop a positive attitude about your business.

Brand awareness. Sponsorship in the form of in-kind products tends to be cheaper than traditional advertising, and by choosing beneficiaries strategically, you are almost guaranteed to find an audience that needs your products.

For example, a pet food manufacturer or pet supplies that provide a dog/cat shelter with their products will have its brand seen by its target audience regularly.

Drive sales. With brand awareness comes an increase in sales. Many sponsorship opportunities will drive sales by introducing customers to your product or services in a way that encourages them to make a purchase.

Using the above example, providing free samples or products for people who adopt a cat or dog, or discount vouchers to make a purchase at your stores or website can lead customers to purchase your products regularly.

You can also link purchases to a specific event, such as, in the above example, making a donation every time a customer makes a purchase during the shelter’s charity drive.

Increase reach. Consumers who attend an event that you have sponsored will gain a positive association with your brand and will talk about your product, or service. Strategic sponsorship will encourage word-of-mouth marketing, and having your brand on an event’s promotional materials will allow you to reach more customers.

Media Exposure. Media coverage can be costly, and often out of reach for small businesses, but media exposure can be capitalised upon by sponsoring an event, occasion, or trade show. Media coverage of such events will typically include the name of sponsors, particularly if your brand name is included in the event’s promotional materials and press releases.

This can significantly increase the visibility of your brand, products, or services and generate positive association. Develop a media plan to capitalise on this.

Stand out from your competitors. Sponsorship, especially if it is exclusive, will help set you apart from your competitors as you are tied to a positive affiliation in the minds of your customers. This is a good tactic if your competitors have a larger advertising budget than your business.

Become a ‘corporate citizen’. Sponsorships do not have to be focused on industry events and trade shows. Sponsoring local sports teams, charities, or events such as museum and art exhibits will establish you as a brand with a conscience, and consumers will perceive you as being a contributing factor to their community, creating goodwill and positive associations.

Lead Generation. Sponsoring an industry event, such as a trade show, will allow your brand to connect with consumers who are in need of your products or services. You can capitalise on the sponsorship by showcasing your brand, product, or services.

However, do not make the focus on sales, and instead, be helpful and a knowledge base to assist interested customers, encouraging them to sign up to find out more about your business. Offering something free in return for contact information is a tried and tested way to engage with consumers.

Develop business, consumer, and VIP relationships. An event can provide the opportunity for sponsors for exclusive VIP receptions, networking, or outings with high-profile industry individuals. This can be used to your advantage to meet key customers and develop business relationships, but ensure you have a follow-up plan for after the event.

Adding sponsorship to your marketing plans

Sponsorships can help your business improve its public image, prestige, and credibility, but like other forms of marketing, it needs to be used strategically to be sure that you reach your target audience.

As you develop your marketing plan, you need to consider and research the events and causes that your target audience cares about.

Consider the following:

  • Has the event/charity/organisation worked with sponsors previously?
  • If not, are they open to the idea?
  • What kind of support would they be expecting?
  • What levels of exposure would different levels of sponsorship provide your brand?

Consider the cost and reach of the sponsorship opportunities available, and you may find that they will often be a far better use of your marketing budget than traditional advertising, particularly on a local level.

Case Study

The World Fireworks Championship is an annual event held in Blackpool every year, throughout September and October. Set to music, the popular and incredible displays take place on the beach in front of the iconic Blackpool Tower and have proven to be a big draw for tourists to the town.

This year, a fourth date, Friday 28 October, has been added to the fireworks festival, which gathers the ‘the crème de la crème of the world’s firework elite’, and has been sponsored by one of Tonic’s clients, Coral Island, a family-friendly indoor pirate-themed amusement park on Blackpool’s promenade.

The World Fireworks Championships is well publicised, with features in the local press, both Blackpool and the wider Lancashire region, for instance, The Lancashire Telegraph and the Visit Blackpool tourism website, all of which highlight that the additional date has been sponsored by Coral Island, which is only a short walk from the site of the displays.

If you want to know more about how sponsorship can benefit your business, come and talk to Tonic today!

London Underground escalator
Blogs, Out of home

Why Advertise On London Underground

The London Underground, the capital’s rapid transit system is as much of an icon of the city as any of the popular landmarks. Serving the Greater London area and some parts of Buckinghamshire, Essex and Hertfordshire, the Tube sees 4.8 million passengers every day, carrying them through the 400km network and 270 stations.

This means that London Underground, and the new Elizabeth Line, is a prime location for advertising in a city that has a population of nearly nine million, as well as the millions of tourists who visit the capital every year. Many companies, large and small, advertise on the London Underground to promote their brands, products, and services.

It is easy to see why advertising on the underground is so popular with businesses, having such a wide reach. We have a look at what the options available for advertising on the London Underground are, the costs factors, and the benefits for your business.

What is London Underground Advertising?

London Underground advertising is out-of-home advertising that leverages the infrastructure of the Tube network, to promote brands, products, and services.

Not only does London have a population of around 8.9 million, but it is the destination of millions of visitors every year, including people in London on business and tourists from other parts of the UK and from overseas, many of whom take regular trips across Greater London on the Tube.

This potential exposure to a diverse demographic of people makes advertising on London Underground a popular and profitable investment for many businesses, as they are able to target audiences on platforms, lifts, and elevators who have the time to take in marketing messages while they wait.

According to statistics:

  • 4.8 million people use the London Underground every day.
  • 47 per cent of London Underground commuters only use the tube to commute.
  • 60 per cent of London Underground users notice when advertising on the Tube is changed.

The advertising options available on the London Underground are varied and have long been proven to be effective. It does mean that there is much to consider when developing a marketing campaign.

Advertising options for the London Underground

Let’s have a look at the options available to you for advertising on the Tube.

LEPs (Stair, lift and escalator panels) – These are the posters typically seen at the side of the escalators and in lifts as you travel to and from train stations and tube platforms. LEPs are the most popular form of London Underground advertising, and while traditionally printed on paper, there are also digital display LEP panels in larger stations.

LEPs are seen by anyone standing on the escalators or using the lifts, and therefore have a high impact on the majority of passengers. But with so many LEPs on every line, your advert must have strong clear messages to get the point across quickly as the dwell time is short. This form of advertising allows you to easily target key stations for a greater ROI.

Tube Tunnel Adverts – These large format posters on Tube walls have a greater impact than LEPs, and are seen by passengers standing on platforms. They are typically favoured by larger and international brands for advertising and help to build brand awareness.

Passengers are often waiting for a few minutes on platforms, which means there is more time for the message to be absorbed and understood given the longer dwell time.

Large format posters on station platforms – Smaller and cheaper than Tube Tunnel Adverts, these 4- or 6-sheet posters have similar benefits and are typically bought in packages consisting of more than one poster.

This allows advertising to be spread throughout different platforms and stations, increasing the reach and impact with London Underground passengers.

Walk-way branding – This form of advertising is popular with larger businesses, but it can be expansive, and thus needs a far larger budget. It can involve branding entire walkways or monopolising all the posters in one section of a station.

Consider the rebranding of Piccadilly Circus as ‘Picardilly Circus’ to advertise the launch of the new Star Trek Picard series on Amazon Prime in 2020. This generated national media coverage and delighted passengers, whether they were Trekkies or not!

The main benefit of this form of advertising is that passengers are unable to escape it, as they will have to walk through a plethora of posters and branding to reach their destination. They are ideal for product launches or niche events and tend to become talking points with Tube users, and can even become viral.

Adgate advertising – This is advertising placed at the gates that all tube users need to pass through, whether to tap Oyster cards, bank cards, or use their tickets. As every passenger has to go through these gates, it is a popular form of advertising as it gets a lot of exposure and attention. It is also commonly paired with adgate advertising at railway stations.

Concourses/ticket area/entrances – To complement advertising campaigns throughout the Tube tunnels, platforms and LEPs, simple poster sites in the concourses are a popular choice. These can target an audience that may be buying tickets, waiting for friends, or more.

Tube train advertising (aka tube seat advertising or tube car panels) – These are the small posters seen above seats on the Tube carriages. They are typically eye-catching and seen by passengers as they travel.

With mobile phone reception being spotty at best on the London Underground, passengers often have little to do or look at while travelling to their destination, meaning that this option can be very effective and reaches every stop along that particular line.

What are the costs involved in advertising on the London Underground?

There are a number of factors which will determine the cost of advertising on the Tube, including:

  • Time of year – as with any outdoor marketing campaign, it is recommended to book as far ahead as possible, particularly to target key dates, for instance, Christmas, Mother’s Day, Valentine’s Day, etc, to ensure you get the best rates and the prime underground sites.
  • Format of advert – Size matters! Smaller posters will almost always be cheaper than large format posters.
  • Choice of stations – Stations closer to Central London, and thus with greater daily footfall, will be more expensive than those on the outskirts of the capital. It would be advantageous to consider your target market and if you want to focus on certain parts or demographics of Greater London.
  • Advertising campaign length – while it is more expensive to have posters stay up for a prolonged period, it is proven that longer campaigns have a far better ROI. London Underground advertising typically has a minimum of two weeks, while many advertisers tend to do a month or more.

To find out more information and the specific costs for advertising on the London Underground, you will need to consider exactly what you are promoting, your budgets, when you want to advertise, and where you would like to advertise. London Underground advertising can be expensive, but it is very cost-effective and produces great results.

What are the Benefits of London Underground Advertising?

There are many benefits to advertising on the London Underground, as outlined above, but the main benefits for your business are:

  • Huge exposure and a receptive advertising environment
  • The ability to target stations with key messaging
  • The potential to be seen by people from all over the Uk and the world, not just London residents and commuters
  • A wide range of options to suit all budgets
  • Adept at establishing and maintaining a positive brand perception.

If you’d like to find out more about advertising on the London Underground and how it can benefit your business, then come and talk to our experts at Tonic today!

TV showing Mazuma Mobile advert
Blogs, Technology

The Benefits Of TV Advertising

If your marketing department is planning a new ad campaign, then they will likely be faced with a multitude of options, such as social media adverts, email campaigns, influencer marketing, and many more. However, there are many advantages to TV advertising, and it’s not just for huge brands. We look at why you should be considering TV advertising in the UK.

It may feel logical that with the popularity of the many streaming services available in the UK, such as Netflix, Amazon Prime, and Disney+, TV advertising could be losing out. However, TV advertising is far from dead.

UK TV viewing facts and figures

TV accounts for 37 per cent of the average Brit’s media consumption and makes up a whopping 95 per cent of all actively viewed video advertising, which provides it with a reach and mass-media potency that internet advertising simply cannot match. TV still comes out on top when it comes to returns on investment, awareness and brand recall.

A UK TV viewer will watch around 41 TV ads on any given day, which makes TV advertising still the most effective means of video marketing.

According to statistics from 2020, the average Brit watched over 22 and a half hours of TV a week, and this trend continues to increase. 28.5 million Brits own at least one TV. Television makes up 37 per cent of the average Brit’s daily media consumption, and 96 per cent of Brits watch TV weekly. which can be a huge potential customer base for your brand.

Isn’t TV advertising just for big brands?

No one can deny that the bigger your marketing budget, the bigger the audience you can advertise to, and the more you will see in return.

But this is true for any advertising campaign, from traditional print media to paid social media advertising, and TV advertising can prove to be highly advantageous for small and medium-sized businesses, too, with targeted TV advertising and innovations such as Sky AdSmart, making it much more cost-effective.

Where to advertise?

There are over 480 TV channels in the UK, including nationwide UK TV channels such as BBC, Channel 4 and Sky, but also a wealth of regional and local channels, from the ITV regions such as Anglia, Granada, or STV in Scotland, to London Live, The Bay Liverpool, and Notts TV.

With the majority of these channels owned by the networks, packages can be bought to provide national and regional advertising, and specific transmitters can be purchased to further narrow down targeted advertising within regions.

However, there is another way to buy regional TV, via Sky AdSmart, which has been developed to target viewers in different locations, different ages, lifestyles, and many other demographics.

Sky AdSmart can target smaller audiences such as towns and cities and even specific postcodes by using marketing data to allow advertising platforms such as Sky and Channel 4 to provide a bespoke service that will allow smaller brands access to premium viewing environments, not just limited to linear broadcasting, but also in video-on-demand (VoD) services.

Why advertise on TV?

One of the immediate advantages of TV advertising is that it builds trust with your audience. According to a 2016 survey, when asked ‘In which, if any, of the following places are you most likely to find advertising that is most trusted?’, respondents scored TV ads 42 per cent, while print newspapers trailed way behind with 13 per cent, and YouTube with a mere six per cent.

TV adverts run full screen, they are not competing for space on a busy webpage, or an annoying pop-up ad at the bottom of an app, nor are they subject to internet ad-blockers.

While streaming and VoD services are more popular than ever, in 2018, 86 per cent of Brits still regularly watched live TV instead of recording to watch later (and skipping ads), meaning that the majority of TV viewers will still watch TV adverts.

TV advertising has been creating viral videos long before the term existed, and even now we will all ask each other if we’ve seen the latest advert for a brand or product, especially during the Christmas period. Word of mouth existed long before the internet brought us viral videos.

TV advertising can deliver a huge advantage to your brand, driving market share, building trust, and providing scale and reach. Brands can buy the exact number of ratings/viewers they need, and target specific audiences, whether it’s Love Island fans, or families gathered around the TV to watch Saturday evening entertainment.

The advantages of TV advertising

Reach

There is no other kind of media able to provide the same reach with a single advertisement. TV advertising can reach huge audiences frequently and quickly, as much as 70 per cent of the UK population in one day.

While there is a growth in people watching TV and film via tablets, computers and smartphones, none of them are as ubiquitous as the living room TV, and with many UK households owning more than one TV, that reach increases.

Influence

Television, compared to other video marketing platforms, has one of the highest engagement rates. According to data from the websites of organisations that use TV advertising, TV ads contribute to around 35 per cent of all visits to the number of all website visitors.

Studies from around the world have shown that there is a 60 per cent likelihood of consumers buying a product due to influence from a TV advert, compared to 40 per cent from online and social media ads. TV advertising has retained an air of prestige and quality that other channels are unable to meet.

Audience targeting

Targeting a specific audience is not just used by the internet, using data from Google, Facebook and more, and it has been utilised by TV advertising for a long time. TV ads are shown at certain times of day, on certain channels, and during certain shows to ensure they are being shown to the right audience.

This has become even more sophisticated with the advent of Sky AdSmart and targeted advertising has become even more integral to TV advertising.

Captive Audiences

While there is a certain amount of ad-skipping in VoD and recorded TV, and viewers are free to get up and pop the kettle on or visit the bathroom during ad breaks, the majority will stay in their seats, and even if only passively, they will be exposed to your adverts. In the case of recorded TV, if adverts are skipped, the brand will not be charged.

As VoD TV grows in popularity, many platforms are now including adverts before the show or film they want to watch, and some have now implanted unskippable ads that have to be watched in order to view the on-demand content.

Building trust and legitimacy

It can take time, effort, and cost to develop a TV advert that is suitable for a wide audience, but the engagement and trust inferred by TV over other platforms provide a great ROI. TV also can establish a greater sense of legitimacy and trust in your brand than other platforms, and brand recognition is bound to increase following even a single ad campaign.

For example, whether or not you have used the service, we all know the Go Compare jingle that has been in use for over a decade, you don’t ever have to have eaten Kellogg’s Frosties to know ‘They’re Grrrreat!’, or how about ‘Barry Scott’ enthusiastically promoting Cillit Bang?

Are you convinced about the power of TV advertising yet?

When it comes to video advertising, TV is the most widely viewed medium and has become home to many small and medium-sized brands, who are easily able to find a place among the traditional TV advertisers and larger brands.

If you’re looking to take advantage of TV advertising to promote your brand, product, or services, and looking for expert advice and help, talk to Tonic today!

Company, News from Tonic

Reasons to use a media buying Agency/Consultancy like Tonic.

Paid media is used as a key marketing channel by many companies who understand the huge ROI it can provide (when done correctly, of course!) There are so many benefits of media from the opportunity to target the right audience at the right time in the right place to the endless ways to deliver your key marketing messages. We appreciate that clients have and can go direct and straight to the suppliers to manage their media buying in-house – and the questions we often get asked from new clients are about the benefits of using a media agency like Tonic. Hopefully, this blog will explain to clients new (and maybe remind the existing ones) a few of the reasons why it pays off to use a media buying agency or consultant.

Some of the common reasons that companies are reluctant at the start are usually down to the following:

  • The belief is that by controlling things in-house – campaigns will be more streamlined.
  • The belief is that they will get a better deal going directly to the source rather than use a media buying agency/consultant. 
  • They are not really sure what a media planner & buyer actually does and how they can help.

The honest truth is there are huge benefits to working with a media buying agency & consultancy like Tonic. You may be thinking, well of course we would say that – but keep reading to really understand why. 

We deal with all media relations on your behalf

This alone can save you hours! How many calls/emails a day do you get from sales staff/suppliers wanting your whole budget, trying to sell you something that may actually not fit with your overall marketing plan and strategy and only covers one area of the media mix? Admittedly, some of the direct sales staff are great salespeople – and the deals they have can seem enticing.  But it’s worth remembering that all direct salespeople have targets to hit each month. At Tonic we are not governed by targets or sales figures, we work with what works for our clients to achieve the right results. We provide an honest and independent approach to not only one part of your marketing – but the whole mix. . As a business owner, shareholder, or marketing lead you have far more important things to do during your day than to deal with media sales calls, negotiation, media/market research, planning, buying, as well as measuring effectiveness and reporting. Working with us will free up your time so you can focus on the high priority tasks, allowing you to see the bigger picture, scale your business and increase your revenue.

No direct cost to you for using our services

This is something most people are shocked by! We are compensated directly by the media suppliers we work with. We do not charge service or retainer fees for our media buying or tie our clients into long term contracts. We regularly work on a project by project basis as we are confident that you will be happy with our services and want to use us again – after all, we are only as good as our last campaign. We are here to make life easier, save money, provide unbiased advice and provide greater ROI for our clients.

Negotiation skills

As a media buying agency we deal with media sales representatives daily and for numerous clients, so we generally have greater buying power and discounts only available to us that your company won’t be able to benefit from by going direct. As an agency, we can leverage the collective budgets of all of our clients to benefit each individual client. This buying power can help your campaigns have better cost and ad positioning. Any savings we make, we can pass on to our clients.

Experience 

We have established long-standing relationships with different media suppliers and can work this influence on your behalf. As professional media planners and buyers, we understand the market, pricing, and cost per impression. We can recognise what is ‘really a great deal and what is actually just ‘overpriced’. We can also monitor voidage deals or keep an eye on the market for some last-minute bargains. We have worked on the supplier and client-side so know a thing or two about how to buy smarter. 

We understand how to track our campaigns

Many mediums offer a guaranteed cost per thousand impressions, reach or impacts. We know how to track these and further negotiate additional ads or added value benefits through filler spots, additional impressions and also overshow where possible. We work and speak with suppliers on a daily basis and love a spreadsheet as well as quantifying your campaign through post-campaign analysis. 

Unbiased Perspective

We can offer a fresh and unbiased perspective for your marketing objectives. We have absolutely no bias towards one medium or another, which allows us to offer advice based solely on your marketing objectives and what is truly best for your business. Being constantly in the market and being updated across all supplier products and services means a greater understanding of the media landscape.

We have access to specialist tools and data and we love to crunch the numbers 

One of the biggest weaknesses with in-house media buying is usually on the planning side. In-house buyers can lack the tools necessary to identify and engage key audiences at scale. 

Working with us will allow you to leverage our advanced tools and systems. Meaning your media buys will be methodically and insightfully planned to help you reduce ad wastage and improve response.

So why is Tonic different from any other media buying agency/Consultancy? 

We work across all areas of Marketing 

We pride ourselves on working with the best team and being able to offer you online and offline solutions. We bring in the right partners to deliver across the full media mix and can integrate and speak to/work with your existing agencies/teams to ensure that all channels speak to each other and maximise any revenue spent. 

Our overheads are low

Our business model is a slightly different approach – we are a collaborative of media experts. Most of our team work remotely meaning that we don’t have massive overheads or offices filled with beanbags, pool tables and bars! It simply means that you get our experience and time and don’t have to pay a fee on top to compensate for our expenses. 

We are passionate and provide the best customer experience 

We literally love what we do and our clients describe us as ‘an extension of their team’. We always go the extra mile and our USP is the service that we provide. 

If we can help you with any of your media buying or planning, please don’t hesitate to get in touch. We would love to help, and of course, show the value in using our expert services. If you have any questions when it comes to partnering with a media agency like Tonic, we would love to hear from you!

Uncategorised

The benefits of Radio advertising

What are the ​Benefits of Radio Advertising for my business?

Radio advertising is a fantastic cost-effective medium for most businesses whether you are a small enterprise or large corporation. Radio provides a high frequency and an even higher reach compared to many other marketing mediums, proven to drive people to take action.

Radio creates an emotional response to its listeners and in turn provides increased trust, brand awareness and as a result, boosts footfall into stores, increases online website visitors, and increases sales.

At Tonic, we believe in an audience-first approach and our in-depth understanding and experience into the demographics of radio enable us to plan a campaign that is tailored to your business, goals, audience, and campaign objectives.

If you would like to better understand how radio can help grow your business, and how we can help you to get the most from this medium then read on!

​Top Benefits of Radio Advertising (The numbers)

Radio advertising is highly cost-effective – providing more audience impressions for your money than most other mediums and covering wide geographical areas.

Radio can offer short lead times, making it ideal for strategic advertising messages at short notice such as a launch, event, or time-sensitive campaign.

Radio is highly targeted; you can target by station type; age, social grade, gender, the region as well as selecting the optimal time of day and day of the week for your audience.

Radio is as popular as ever with airtime now being available on all types of devices whenever, wherever thanks to smart speakers, smartphones and the internet as well as DAB platforms and online listening taking radio into the digital world.

Two-thirds of adults listen to the radio every single week!

​How can radio advertising benefit your business?

Increases response online and sales.

Radio provides immediate results, with over half of responses generated within 24 hours of hearing a radio ad.

Boosts brand awareness, increases consideration and memorability.

Builds relevance and trust.

Radio advertised brands feel more relevant and are much more trusted by radio listeners.

How can you measure the effectiveness of radio advertising campaigns?

It is important to consider how you will measure the effects of your investment in your radio ad spend. You can evaluate the success of a radio campaign based on results such as website visits, increased footfall in-store, and increased leads and sales.

We always suggest our clients monitor metrics leading up to any radio advertising, during and post the radio advertising so they can compare the success.

How do I book a radio advertising campaign?

So, you are interested in radio advertising, but where do you start?

From helping you develop your call to action, goals, and strategy, as well as researching your target audience we will work with you to recommend the optimum laydown for your advertising schedule. We will then work on the production and scriptwriting for your approval and manage the whole campaign from beginning to end to get your advert live on air successfully and on time. We will always advise on the best approach based on your specific goals and budget.

Why choose Tonic for Radio Advertising?

Whatever your campaign goal or budget, we have 20 years of experience in the media industry and can produce high-quality radio commercials that will provide a high impact for the best price available.

We take away all the stress of producing and planning radio campaigns by strategizing, scripting, producing, and managing your campaign to get you the best price with maximum exposure. We offer a complete service, from your initial brief through to delivering your ads live on the radio, taking care of every last detail.

Interested in finding out more about how we can help you to make your next radio advertising campaign a success?

Get in touch: hello@tonicconsultancy.co.uk

Blogs, Digital

Why does my business need a blog?

Why does my business need a blog?

Do you want to find new customers and build better relationships with your existing ones? Do you want to create readymade content for your social media posts and position yourself as an industry leader – all for virtually no outlay? Then your business needs a blog.

Find new customers

… or even better, let them find you! A blog will help you to do this in several ways.

Firstly, it will allow you to create content for your website that answers questions that your potential customers may have – such as “Why does my business need a blog?” – so when they search online, your website pops up. You can maximise this by researching keywords, categories and topics which your potential customers are most likely to search for, but even without doing this, regular blogging will naturally help you to increase your reach. Every post is another opportunity to appear in a web search and thus to drive traffic to your site.

Secondly, regularly adding pages to your blog will send a message to search engines such as Google that your website is active and regularly being updated and that they should include it in their search results. Without a blog, it’s difficult to do this unless you’re constantly updating or adding to the rest of your website.

Thirdly, if other people find your blog posts interesting and useful, they will share them, which will again help you to find a new audience.

Once potential customers have arrived on your blog, you can direct them towards other relevant pages of your website using internal links; turn them into leads by offering some sort of free content, such as a fact sheet, webinar or trial, in exchange for their details; and/or invite them to sign up for your emails, which they’re much more likely to do if they’ve already enjoyed your blog.

Build better relationships with existing customers

Writing a blog allows you to share far more of your own and your business’s personality than sales pages alone do – it’s a chance to show your customers who you are, not just what you do. Allowing your customers to get to know you better can deepen your relationship and mean that they’re far more likely to buy from you than a company they don’t know at all.

Customers also like to feel informed. By sharing your knowledge, you’re giving them something of value and they’re benefiting from the education that you provide.

Plus if you allow comments on your blog posts (and take the time to respond to them!), you can create a two-way conversation with your audience, which not only improves your connection with them, but is also readable by other visitors to your site and generally searchable by search engines. Not only just this build trust as your audience learns more about you, but it can also let you learn more about your audience and what they need, and thus hone and improve your business. (Want some help getting to know your audience? Click here.)

Create readymade content for your social media posts

It can be difficult continually to think of interesting, engaging content for your social media posts, but blog posts provide readymade content, and can be used several times using different quotations, figures or visuals. And, as mentioned above, if people like your blog, they will even share it themselves, thus increasing your reach.

And in addition to this, you will often find that you can reshare the same blog post several times months or even years apart, meaning that you have a solid library of content to fall back on.

Position yourself as an industry leader

Blog posts allow you to share more indepth information about your products and services than your sales pages alone, whether you’re writing a review, a how to guide, a case study or sharing your knowledge about a specific area.

Demonstrating your expertise in this way can help to establish yourself as an authority in your industry and enhance your professional image, and this in turn will build your customers’ trust that you have the necessary knowledge and can deliver what they need.

Becoming known as an authority in a specific area will also help you become more well-known, which means that your potential customer base will grow, and people are more likely to buy from you: if potential clients are already familiar with you and your brand then they are already warmed up for sales.

All this for almost zero outlay – it’s win-win! If you’re wondering where to start, you could even ask your existing audience what they’d like to hear more about: perhaps meeting the team, a before and after case study (who doesn’t love a makeover?), or a Q&A. It’ll get easier the more you do it (or you can always outsource) so take the leap and get stuck in – your business will thank you for it.

Stuck for time? Our team our experts at creating engaging copy or helping you to re-purpose copy you already have. Get in touch on hello@tonicconsultancy.co.uk

Out of home, Taxi Advertising

Taxi Advertising

A Q&A with Huge Media

What is taxi advertising?

Using Iconic British fully licensed hackney cabs to carry various formats of brand messaging inside and out whilst they are working in busy city centres and urban areas.


How effective can it be?

With the right creative it can be extremely effective, especially for branding campaigns. As taxis negotiate busy arterial routes and command city centres the advertising messages are highly visible amongst an upmarket and urban audience.


What formats are available?

Liveries (fully wrapped taxis), Supersides (panels beneath the windows running the entire length of both sides of the taxi), Tip Seats (the two interior panels on the underside of the flip down seats for additional passengers) rear windscreens and promotional receipt pads, product placement and brand ambassador drivers.


How does it fit into an OOH/overall media campaign?

It can work very well in conjunction with all other media formats used, acting as a prompt whenever seen in busy city centres and in the suburbs. It can be linked to client social media campaigns, using QR codes, taxi selfie and promotional contact numbers.

How do I know where my ad is going?

You buy in ranks in specific general geographical areas but due to the nature of the business, there can be no guarantees of routes taken as drivers have to go where the fares dictate, although it is possible to upweight certain areas of interest (train stations, airports, City or West End in London etc). Suffice to say, even though you may not know the exact route your message is following, it will be one that is highly visible as the driver wants to earn as much revenue as possible. We are currently working with partners to develop a telematics system that will give more precise information regarding opportunities to see and distance covered.

What’s a minimum campaign you would suggest?

There’s no stock answer for this as it depends on many factors such as city centre targeted, planned campaign duration, campaign objectives, the actual message itself and populations of particular towns and cities.

What tips do you have for great creative?

As with most OOH, keep it simple and bold – although use of celebrity, bright colours and striking images usually help with standout. Sometimes less is more!

If you are interested in finding out how Taxi advertising may fit into your out of home marketing mix – contact us on 01829 782671 or hello@tonicconsultancy.co.uk

Company, Promotional Merchandise

Promotional Merchandise – The Benefits.

The power of personalised promotional products as an effective marketing tool should not be underestimated. As the world becomes more connected through digital marketing, it can be easy to think that promotional products don’t have as much impact as they once did. However, research from The British Promotional Merchandise Association contradicts this:

  • 87% of people keep a promotional item for a year or longer.
  • 69% can recall the brand on a promotional item sent to them within the last 12 months.
  • 56% of people said their impression of a brand improved after receiving a branded item.

People are always grateful for a free product, particularly one that is useful in daily life. Whether it’s a free pen, umbrella, t-shirt or face mask, these are all items that people use regularly and help to increase your brand awareness within a competitive marketplace.

Cost Effective

The use of promotional products is a marketing tool that is available to all businesses large and small, start-up and well-established. Manufacturers of branded products keep prices low for mass distribution. As a large percentage of people use promotional items for longer than a year, your brand leaves a lasting impact on them. This reflects a good return for an overall small investment.

Brand Recognition

Branded merchandise helps to create an emotional relationship between brands and consumers. 71% of people in a PPAI Consumer Study said they felt happy when receiving a promotional product. More importantly, 83% agreed that their impression of a brand positively changed as a direct result. It’s important to consider the longevity of your promotional item(s). A good quality product will mean that recipients are continuously reminded of the brand when they use it and are more likely to use your products or services when the need arises.

Integrated Marketing

The great thing about utilising promotional products is that you can incorporate it into your wider marketing mix. Smaller promotional products can be used as part of a direct mailing, while tradeshow giveaways can effectively support exhibitions. Products can be a nice touchpoint throughout a client’s journey with you. An integrated approach using a variety of channels is always the most effective way to promote a brand and improve brand awareness and loyalty.

Lead Generation

Have you thought of promotional products as lead generators? They can work as a more effective business card because they aren’t forgotten about in a drawer but used regularly providing a constant reminder of your brand. This in turn can lead to referrals from recipients as they are more likely to think of your company first.

The variety of branded merchandise now available means that there is a product suitable for every budget and every occasion. From pens to the latest technology, virtually any surface can now be digitally printed, meaning that there are a huge variety of options available to companies. And of course, it’s not just about attracting new customers, branded items are a great way of rewarding customer loyalty too.

In summary – people still love to get their hands on a freebie and at Tonic we believe that promotional merchandise shouldn’t be overlooked as part of your marketing campaign. We would love to help you with your next campaign – from branded stock to completely bespoke items – if you can think it we can add your brand to it.

Sources

  • BPMA Research 2017
  • Mapping Out The Modern Consumer – 2017 PPAI Consumer Study