Catalogues… Junk mail or reading pleasure?

Letterbox marketing has always been debated regarding it’s worth and success. Consumers seem to either love or hate their junk mail, they either read it or they don’t. But for advertisers, is it a worthwhile tool to invest in?

The multi-screen household and what it means for Advertisers

The multi-screen household

Australian’s of all ages continue to spend the majority of their screen time in front of their TV sets. However, the introduction of new screen technologies allows multi use between different devices, separately or at the same time.

I am sure many of you have seen this in your household… Dad is sitting on the couch watching his favourite TV show, while browsing online with his laptop checking out the new car he has been wanting to purchase. Mum is in the kitchen and using the iPad to look online for some recipe ideas for tonight’s dinner, one teenager is in their room on the computer surfing the net and another is watching TV and using her mobile device to simultaneously check social media and shop online. Sound familiar?

A recent report has shown that currently 27% of Australian homes have each of the four screen types: TV, PC, tablet and mobile phone which is up from only 16% a year ago. Also, a considerable 31% of homes now have a tablet compared to only 15% in 2012, this number is likely to continue growing.

Although the notion of multitasking isn’t a new trend, in previous years where someone may have been reading a magazine while watching TV they now have one of these devices either in their hand or nearby that is connected to the internet.

So what does this mean for Advertisers? Consumers are more likely to visit your website or look at your product online if they have just seen your ad on TV and liked it. More screens also mean more opportunities for you to get your brand or product in front of consumers eyes, which proves how important a digital strategy is these days.

But… don’t be confused, it certainly isn’t time to reduce TV advertising! The multi-screen household hasn’t taken away from the popularity of TV viewing, it remains strong and is more than likely to continue this way. The introduction of multiple devices is working to complement each other.

The best way for you to adapt your advertising and marketing plans to the multi-screen household is to incorporate a digital strategy. If you haven’t already or you think your current online activities could be lacking contact QA to find out how we can improve your reach.

Thanks for reading our blog and check out our website www.qadvertising.com.au

Agencies can make an impression with your budget

As 2013 is coming to an end marketers and business owners are making plans for next year, particularly on their advertising and marketing budget and which agency can provide independent and ultimately the most effective advice on how to spend that budget.

Previously, an effective marketing campaign would use two or three media channels. Today, this has jumped to an average of seven channels such as print, tv, outdoor, radio, PR and a smorgasbord of digital options. Media agencies can determine the right mix of these channels to both suit your brand and your budget.

The main kinds of media to get a company’s message across include the following:

• Paid (once the traditional) – tv, radio, print.

• Owned – the brand’s own website, Facebook, twitter, blog etc.

• Earned – word of mouth, PR.

In 2013 the fastest growing media is owned; Facebook, Twitter, blog etc. Although all of these channels are free, they cost money to set up, maintain and to create worthy content.

So what is the right combination you ask? First you must ask what are you trying to solve, and second, if consumer does ‘x’ now, what do you want them to do in the future?

Only by identifying these questions can you decide how to split your budget amongst the appropriate channels.

Agencies like Queensland Advertising speciliase in determining the most effective media channel mix. We have on our team specialists in the fields of media, digital and PR to strategically plan your split between paid, owned and earned media.

With the full suite of specialist communications disciplines to tap into, an agency can provide you as a marketer or business owner the benefits of our expertise to ultimately create brand awareness and sales for your business.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Channel Ten’s Wake Up proves not as popular as fellow morning programs

With an introduction of ‘breakfast TV with a twist’, the numbers are in for Channel Ten’s program Wake Up.  the show attracted 29,000 people in its early slot and 52,000 for the main part.

The program, broadcasted from beachside in Manly, NSW, lifted the Ten’s 2013 average timeslots by 300 % between 7am and 8.30am and 70% between 8.30am and 10.30am.  Compared to Channel Seven’s program Sunrises’ 368,000 viewers and Channel Nine’s Mornings total of 135,000 viewers, Wake Up still has a long way to go.

What is your favourtie morning show and are you loyal to only one?

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Australian consumer confidence practically unchanged

This week’s Roy Morgan Consumer Confidence Rating discusses the topic of ‘Consumer Confidence Public Opinion’.  The report is based on 1,301 face to face interviews conducted Australia-wide with men and women aged 14 and over last weekend (October 5-6, 2013).

The report is aimed at taking a snapshot of the levels of consumer confidence within Australia.  The report revealed consumer confidence has received a substantial increase following the Federal Election – reaching its highest point of 124.1.  This figure dropped after the new Coalition Government was sworn in.  The figure remained steady at 119.8 (down 0.4%) after the RBA left Australian interest rates unchanged at 2.5%.

The report also highlights that Australians are relatively more confident about their personal finances compared to this time last year and 51% of these people say now is a good time to purchase large household items.  32% of Australians say that they are in a better financial position, with only 24% (down 1%) saying they are worse off financially that this time last year.

With a new political party elected back in September, 34% of Australians predict good times for the country’s economy; compared to 19% who feel there are worse economic times to come.

Roy Morgan Consumer Confidence Rating, October 8th 2013, Finding Number: 5235, Topic: Consumer Confidence Public Opinion

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

What YOU can be doing to help boost your business

Here are a few tips from QA that you can try yourself to help your business grow.

Get personal with your customers

Your customers are the heart of your business – without them, you would cease to exist! By interacting with them you can develop a powerful relationship.

When a customer makes a purchase, or signs up to your newsletter etc, have them receive a welcome email.  Something simple like this reduces cognitive dissonance (the feeling of ‘oh god, what have I done’ after a purchase or decision) and allows them to feel supported in their decision.

Get social

By incorporating social media into your everyday business, you can connect with tones of potential customers.

People go on Facebook to be distracted – so give them something worthwhile to turn their attention to!  Refer to our previous Instagram blog post to find tips on how to use Instagram for your business.

Leave the office

Increasing your public profile through conferences and networking events can be beneficial to the success of a business.  So any events that are suitable to your industry you should consider attending.

Be the leader/ expert in your industry

Consider who the influential leaders are in your industry.  How can you get amongst them?

Offer insights to bloggers, journalists or become a guest editor to give your opinion.  Customers relate to knowledgeable and powerful figures.

Know your users

If you don’t understand what it is you customers want, there is no point implementing any of the above tips.  Engage with them to find out what kind of product, information, insight, services it is that they are after.

This can be found by finding out what keywords are trending in your space through Google’s free keyword search tool.

Here at QA we love to hear about what is working to boost your business, and we love giving advice so contact QA if you would like to chat about other ways we can help you boost your business.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Australia ranks high when it comes to spending money on Advertising

eMarketer and Starcom MediaVest (2013) have released surprising research to suggest that Australian marketers are spending more per head to reach their target audience than in another country.

$582 dollars per person is the figure that sets Australia above its counterparts.  The UK sits second at $540 per person and Norway third at $535 per person.  The US, Denmark, Canada, Sweden, Germany and Japan all rank in the top 10.

This research could suggest two things; either that Australia is too expensive, or possibly that the market is not as efficient as it could be.

While the top 10 list is made up of only developed countries with access to the latest technologies, the research is let down by not taking into consideration the country’s population sizes.  Australia has a population of 23 million compared to the US’s 313 million and the UK’s 63 million people.

When QA is spending your advertising dollars we do it wisely, some of our key influencers are TARP’s and cost per thousands. We are always striving to achieve the results you want in the most cost effective way.

Franchise Advertising

Jetts Fitness – Case Study

Jetts is a 24/7 Gym Franchise business with over 200 gyms across Australia and New Zealand. Approximately 3 years ago QA were engaged as Jetts Advertising Agency and to consult on an overall strategy to pull into place a national consistency by working with individual regions around the country. It is really important to note that there was no national marketing fund at all, and to make this happen each region had to commit to working together.

This work started with the Sunshine Coast Group first, which consists of 8 gyms. One of the priorities was to first have the one group working together by pooling marketing funds to create an ongoing brand campaign which would lift their profile, memberships, and most importantly future proof the brand against new competition that we knew was to come. We also needed to find a cost efficient way to brand with a limited budget.

Based on research we had gathered, along with research provided by Jetts, we decided to aim all advertising in and around Mondays, and developed a campaign called ‘ Jetts Monday’. As this is the day that the most online searches are made, and most online visits are made to all gyms, we decided we wanted to ‘own’ the day, do something that the incoming competition could not take away and hopefully build a message that became part of the vernacular for gym users.

This was an immediate success, with online searches and enquiries increasing on Mondays, and flowing on to the rest of the week.

Obviously with so many gyms across the country, and little coordination, our job was then to help facilitate each major city with their own marketing group, and media strategy. This has now worked its way through to Perth, Melbourne, Brisbane, and is soon to start in Sydney (least clubs and the last growth area) and Adelaide. All states have used Jetts Monday, in amongst other brand and pricing opportunities. The important aspect of success in this roll out has been the regional groups working together as one for a common goal, and utilising funds for a greater return. Within franchise systems we know that this cannot always be possible, however through planning, patience and considerable hard work, this fantastic group now has a united national strategy through utilising regional based funds. Each state is still different, is planned and booked differently, and must be treated as different. And it is certainly not one size fits all, and we do this by treating each regional group as a different client, and creating the strategy with them, albeit under the brand specifications and directions form their fantastic corporate marketing team.

Jetts is a company that continues to grow, and we at QA are very proud to have been part of that past, and have great excitement about their future.

This client case study is only one example of the many franchise advertising systems that Queensland Advertising is involved with. Our experience with franchise advertising and cooridnation of multiple campaigns is second to none, if you are a part of a franchise group in Brisbane, Queensland or throughout Australia QA can help bring your advertising and marketing results to the next level!

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Nine holds top three!

Channel Nine dominated the ratings last night with The Block taking out top spot with it’s highest 2013 season audience at $13.65 million (metro). This was followed by Nine’s 60 Minutes and Nine News which also attracted over 1.5 million viewers.

The reality renovation show lured 1,653,000 metro viewers last night with its room reveal episode, according to preliminary overnight ratings from Oztam. This is the highest audience yet for the format, which has rated an average of 1.6 million four times since its debut in mid-May. Its series average so far is 1.3 million metro viewers.

60 Minutes ranked second with 1,557,000 metro viewers, while Nine News gathered an audience of 1,517,000. The network’s family drama House Husbands also garnered an audience of 1,028,000 million.

Seven’s top-rating show was Sunday Night with 1.2 million viewers. Highway Patrol and A Place to Call Home attracted 1.2 million and 1.1 million respectively.

The debut of Network Ten’s MasterChef: Italian Week anchored a solid 800,000 metro viewers – on par with its average audience so far this year. Elementary attracted an audience of 780,000, while a repeat of Modern Family had 598,000 viewers.

Across the main channels, Nine won the night with 25% of audience share, followed by Seven with 22.7%. Ten and SBS scored 12.5% and 3.5% respectively.

Source: http://www.adnews.com.au/adnews/the-block-builds-highest-ratings-yet

Seven and Nine neck and neck in audience share

Chanel Seven and Nine’s audience share was nearly even last night with Seven only just coming out on top, grabbing 29.8 per cent of television screens.

While Seven had overall numbers, the Oztam ratings show Nine had the top shows. Nine News came in the highest rating program of the evening at 1.349 million viewers, and The Block Sky High took 1.233 million making the network’s overall share being 28.2 per cent.

Nine’s A Current Affair won against Seven’s Today Tonight with 1.071 million viewers against 1.011 million. Seven won in the morning show wars though, with Sunrise beating Today at 354,000 viewers compared to 326,000.

Chanel Ten missed making it in the top ten, with its highest-rating program for the evening, Offspring, nabbing 770,000 viewers and thirteenth place. The network’s Wednesday schedule of Masterchef and Ten News took 19 per cent of viewers with 736,000 and 723,000 viewers respectively.

ABC had 18 per cent of Wednesday night viewers with the news grabbing 845,000 lounge rooms, while 7:30 had 752,000 viewers and Stephen Fry’s QI attracting 747,000 viewers.

After SBS grabbed fifth spot on Tuesday night thanks to the Aust vs Iraq World Cup qualifier, its programs failed to make it into the top 20 and the network attracted only five per cent of audiences.

Source: www.bandt.com.au

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