Give a voice to your Brand during the crisis… Call TvLowCost !
Estelle Halbach 416 571 5524 
01
Feb
09
Think smart, think TV LowCost !
23
Jun
08
TVLowCost will save every drop of your marketing budget to make TV advertising affordable, at last!
TV Production costs … yes, that hairy old issue. Truth is: even today the Ad Industry still does itself and Clients injustices with “high-cost” TV Production. Too many ad agencies still seem to ignore the Budget, and deliver back OTT costs complete with a bewildering array of excuses. Too much smoke and mirrors, and perhaps a few selfish agendas rather than brands’ results and returns (awards, awards, awards…)
Stories still abound from Clients with either damaging first-hand experiences, or others having suffered the dire consequences of poor budgeting. Still rife! Forced to accept higher-than-expected costs, they inevitably take it from the Media … 4 months later and no apparent lifts anywhere the Board loses faith in the campaign, its possibly cut and … ’put down to experience’. The TV medium is written off too, and alternative low-profile options resumed. A shame … for the brand, the Client, ad agency, TV itself and the Industry. All too typical even today …
At TVLowCost we have an altogether different “LOW-COST” pioneering approach. We do stick to the budget. And only return with work that we can deliver for the same.
BUT … way before that, we have wisely ’packaged’ up ALL elements for a complete TV Shoot in ONE all-in TV Package, representing the Best Value possible. That’s all preparation + the Shoot itself [we average 3/4 commercials per project] + all editing/post-prod + transmission costs. Add to that the huge $$ benefits of us containing ALL facilities IN-HOUSE – rather than use the typical array of additional specialist suppliers outside of the main Prod Company [all on high margins, naturellement] – and you ‘ll appreciate the precision, practicality, and cost-effectiveness of our remarkable proposition.
Our proposition? a fixed amount for a complete on-air TV campaign. Including full management, Creative, Group Discussion to check out the Ideas, the Shoot itself plus all editing/post-prod, transmission costs, v/o and music … then a pre-Omnibus check. AND … including a fully-tailored National Peak and Off-Peak TV Schedule which will certainly ‘punch above its weight’ with sufficient Impact, Coverage and Frequency to register. We will be on-air 8 weeks [no, not 8 months] from agreed Brief. Food for thought …?
And Results? We are consistently delivering Results that “exceed expectations”. When most of our ex-TV Clients then go on to re-book further TV bursts – many being on their 3rd within 18 months after payback from the first burst alone – it’s all the proof we need for our efficacy. Andwith 85 clients and 420 commercials in 3 years from a wide range of Clients, all cynics have run for cover from the pure consistency of our positive returns.
TVLowCost’s mission is to simply to get deserving Challenger Brands onto TV, quickly, creatively, effectively and in the most cost-efficient way. And then yield Results that “exceed expectations”. With most spend going INTO THE MEDIA.
Do your brand a favour and call our branch in your country ! You will discover how affordable can TV advertising become under the influence of TVLowCost!
Advertisers, do not panic ! The generalization of the tensions on the costs obliges companies to question all their previous ways of management. In TV advertising , the economic approach of TVLowCost allows to restore the ” Marketing Purchasing Power ” of companies.
When TVLowCost opened its doors, three and a half years ago, the advertising industry roared and declared in a peremptory and definitive way : ” this will never work! ” The argumentation developed in a certain number of interviews by the big bosses of traditional advertising agencies, demonstrated that the cost of the ” All inclusive TV Pack for 250 000 euros” was simply ridiculous and impossible …
It is true that the advertising industry is always strangely traditionalist and conformist!
Our intuition was right : numerous companies did not go to television, simply because the “ticket of entry “ was inaccessible for them. Today, the inflationary pressure that every company undergoes on its costs of supply, the spectacular rise of the weight of the distribution, the emergence of delocalized competitors, all this encourage companies to re-study from top to bottom their structures of costs.
Today’s name of the game is : “savings”! Today is the time to work with the only TV agency specialist of savings : TVLowCost!
With regard to this new context, it is cristal clear that the traditional ” high cost ” advertising agencies are very badly adapted to the new economic environment. It is not so easy to pass from a model to the other one …
That’s why, among others reason, TVLowCost knows such a success with all the typologies of advertisers, because we allow each of them to reduce their marketing costs in a important way. By reducing the costs of TV advertising we allow our clients to improve their overall profitability, and this is very useful nowadays!
23
Jun
08
The TRADE Squeeze: TVLowCost frees your Brand from its ‘circular’, monotonous and predictable life!
“Low-cost” TV from TVLowCost makes TV AFFORDABLE to Challenger Brands. Why spend FORTUNES on non-TV Media when your Brand can enjoy the full benefits of TV for LESS THAN YOU CAN IMAGINE ? AND the Trade will love you …!
FMCG Brands and their Owners are on a continuous cycle of Trade Support that’s increasingly dominating Brand Budgets. And putting the squeeze on advertising and promotional spend. Invariably it’s advertising that gets pulled because of its high cost in order to maintain profitability of the brand.
Winning the game … it’s cat and mouse with the powerful Grocery groups. Play the game … or risk not having a market for your products. Don’t support your Brand and risk poorer Distribution, adverse shelf positions or even worse, de-listing. And let’s be honest, the Trade ONLY get excited about TV advertising, right? Forget protestations that Mags/Print plus some posters around their Stores, oh and some online will fire up any Multiple Buyer! This harsh reality becomes even more vital for smaller Challenger Brands struggling on tight budgets.
If this sounds familiar… and you want to break out - CHANGE GEAR – and have your Brand supported on TV, then TVLowCost is the solution. We have made TV affordable. At last. And pioneered the Best Value all-in TV Package in every market where we are established.
TVLowCost has created complete TV package … you will be on-air 8 weeks from agreed Brief, with an average 4 commercials pre-Tested and an Omnibus included too; full TV Shoot of course with all post-editing and running costs; AND a fully tailored Peak/Off-Peak National TV Schedule geared precisely to your Brand’s Target Audience. And punching hugely above its weight.
RESULTS! RESULTS! … we are getting our Clients remarkable Results in each of the markets where we are, just ask us. Here are some examples from UK : Milton earned +30% Sales across their range with +32% extra Distribution on top. Sudocrem +21% plus + the same for Distribution. Milton has rebooked follow-up TV bursts for both the UK and now abroad … as separately has Sudocrem, now on its 3rd burst in 15 months! Both Brands on higher spends after proving campaign efficacies, both having been off TV for a decade or more. We are talking serious net business gains here, and ££payback. Plus exceptional Distribution gains. And their Housewife+Kids targeting will be pretty similar to your own?
Next step?… contact us and see our robust, Results-orientated presentation. And be prepared to be convinced – this is all possible, as 85 Projects and over 420 commercials from our Network have shown. Your own Brand will not look over its shoulder again. So don’t finalise your 08/09 Brand Plans without considering TVLowCost. Hope to hear from you. Thanks and regards.
TV, the only truly “democratic” medium
It’s impossible to enter anyone’s home these days without noticing the TV set, or even TV sets. 99% of Australian households have at least one TV. More than 80% have two television sets and a steadily growing number have three or more!
TVs are still where they’ve always been – in living rooms, family rooms, sitting rooms, and bedrooms. But now some houses have a home theatre room – a zone specifically designed to showcase a high-end plasma or projector screen. Additionally, TVs have invaded bathrooms, dining rooms, kitchens and kids’ bedrooms. We can’t bear to be away from the TV for more than a minute, and new technologies are pandering to our demands to have our favourite television programs accessible wherever and whenever we want. Now your computer or game console can function as a TV, so can your iPod, your mobile phone, even your refrigerator!
Of course, the most intriguing aspect of television is its status as the great equalizer. TV’s appeal crosses generational, cultural and socio-economic boundaries. Men and women, young and old – only 1% of Australians are immune to its charms.
TV has become a must everywhere, in low-income households and among senior executives. It has become THE really “democratic” medium in the sense that it penetrates deep into all levels of society. Young people, seniors, men, women, senior executives, intellectuals, the lower classes, from Sydney to the most distant parts of the country. Everyone constantly refers to it, everyone watches the same pictures, the same news and often the same programs. It must be understood that in this it is unique: it is socio-demographically the only “non-segmented” medium (even if some time slots or programs are segmented).
Only TV allows advertisers to reach the entire population of one country in a few days, because it is “intrusive”.
Check our network (contact on blogroll)! In the country of TVLowCost, the sun always shine !
We work 24h a day, 7 days a week for our clients in France,Belgium, Germany, Italy, Spain, UK, Canada, New Zeland, USA ….
Our advertising agencies are awake and available to help you !
With my LowCost attitude,
Estelle Saint-Martin 416 571 5524
TVLowCost’s unique approach to “affordable TV advertising” also adds further campaign impact too!
You likely know the theory of the “last metre”, developed by many Design, Packaging and SP specialists. This shows the vital importance of “product visibility in-store” so that consumers, with only a few seconds spare, will see and hopefully grab your brand and not competitors.
TVLowCost believes a similar theory applies to TV advertising: the “Last 60 minutes” theory. Whilst avoiding Peak Terrestrial airtime for cost and wastage reasons - priorising TV commercials in a tailored combination of Off-peak and Peak Terrestrial/MCH - we make it possible for Clients to advertise their brands only minutes before consumers are in the shops. Better for purchasing, right?
This tangible “proximity to purchase” will undoubtedly also benefit brand sales when considering that consumers are hit, they say, by 5000 brand messages a day! Hard to believe, but true. Studies undertaken by ROBERT HEATH in the UK clearly show the reality of this“carpet bombing”. By “commercial messages”, we are talking all forms of advertising of course but also the thousands of logos that surround us in our [mostly] city lives.
ROBERT HEATH demonstrated the importance of what he calls LOW INVOLVEMENT PROCESSING (LIP). Namely, that our brains – consciously or subconsciously - record ALL such information, there being “no dustbin” function as such. It simply arranges this information in different “baskets”…
Eg. If a consumer is seeking a foot cream, information acquired will pop to the surface of her mind whereas info on cars – not on her shopping list – will not.
What do we draw from these studies at TVLowCost ? Quite simply: the closer a branded message is to the act of purchase the more likely a sale. ie. Cost-effective Daytime TV advertising – far from being “bad” for a brand - is on the contrary much more effective. Hugely over-priced Peak spots the night before will have long faded into obscurity. Worth noting too that Daytime viewers tend to be more “available and focussed” than during evenings when all manner of domestic disruptions get in the way: kids coming home, homework, supper, laundry et al! Terrestrial Peak advertising really is NOT all that it’s cracked up to be in today’s TV market, where better value and efficiencies are readily available through other Channels.
This “Last 60 minutes” theory is also supported by dozens of TVLowCost campaigns across our network. We can also demonstrate that the “affordable TV advertising” that we create can really deliver remarkable business Results!
This theory is actually just common sense … in an ad agency world where obsession for “Peak only” should have come off the rails a long time ago!
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.
Partout c’est le meme probleme. Tout le monde sait que les publicites TV sont le moyen le plus efficace de lancer, relancer, multiplier les ventes, d’un produit. Pas de discussion a avoir sur ce point. Mais combien peuvent se payer des campagnes natiaonal. Depuis des decades chaines de televisions agences de pub et agence d’achat d’espace ont dit et repete qu’il fallait beaucoup d’argent pour une campagne TV decente.
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.
Parce qu’il faut n’etre qu’en prime time, parce qu’il faut filmer le film dans un pays lointain et exotique, parce que le film doit etre en 35 mm, parce qu’il faut payer sur plusieurs mois l’agence qui elabore la creation, parce qu’il faut engager le directeur le plus cher, la star la plus en vue etc etc 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.
A la fin de la journee, nombre sont les annonceurs qui pensent que la pub TV n’est pas pour eux et ils investissent dans s’autre medias, moins efficaces.
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 thatinexpensive 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”.
Dans chaque business les pionners du low cost ont demontre qu’il y avait de manieres de faire differentes et que reduire les couts ne touche pas la qualite! Moins cher ne veut pas dire de mauvaise qualite.
Television advertising needed a revolution. It was more expensive every year despite audiences fragmentations, despite new shooting cameras, despite travel cost reductions…
LES PUBS TELEVISEES ONT BESOIN D’UNE REVOLUTION DE PENSEE, DE FAIRE… Elles sont chaque annee plus cheres malgre l’audience fragmentees, malgre les nouvelles cameras, malgre les couts de voyage reduits…
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 :
TvLowCost est ne parce que beaucoup de clients ne pouvaient pas acheter des campagnes aux couts les plus forts. TvlowCost “All inclusive TV packs” s’est developpe deja dans de nombreux pays pour offrir de vrais campagnes TV a cout serres sur une base forfetaire fixe ou tout est inclus:
“GET MORE. WORRY LESS” : OBTIENT PLUS. MOINS DE SOUCIS
No bad surprise, no additional costs. Our clients discover a very different kind of TV advertising agency :
Pas de mauvaise surprise, de couts additionels. Nos clients decouvre une nouvelle forme d’agence de publicite:
An agency focussed on sales efficiency and not on winning new “creative awards and chocolate medals”.
Une agence qui se concentre sur les ventes de son clients et pas sur les lions et autres prix a gagner dans les differents festivals publicitaires.
An agency working hard to reduce the delays, in order to save money, and not taking months to elaborate a TV campaign.
Une agence qui travaille dans un temps delimite pour limiter les couts.
An agency where clients are treated as partners to conceive the most economical campaign, and not only as “cash machines”…
Une agence qui traitent ses clients en partenaire pour concevoir la campagne la plus economique, et non pas comme des “vache a lait” a tirer pour obtenir le maximum de cash!
“GET MORE WITH LESS” is our commitment to our clients, our international “Mot d’Ordre”!
OBTIENT PLUS AVEC MOINS, C’EST NOTRE MOT D’ORDRE INTERNATIONAL, NOTRE CONTRAT AVEC NOS CLIENTS.
Estelle Saint-Martin
TvLowCost Canada/ Quebec : 416 571 5524
Launched 3 years and a half ago in PARIS (october the 1st 2004), TVLowCost is now present in 9 countries with subsidiaries launched with local entrepreneurs joining us. They own 65% of the capital of the local agency, and we own centrally 35%. This is the best way to have solid native managers in each market with a perfect dedication to make TVLowCost succesful in each market!
TVLowCost agencies are currently in France, UK, Germany, Spain, Italy, Belgium, Canada, Australia and NZ! We work for 80 brands and have shot 420 TV commercials in just 3 years and a half…
Our book “LowCost Attitude” is being translated in many languages in order to share our philosophy with clients and prospects. We demonstrate every day that our “Low Cost Attitude” approach is more and more shared by marketing managers allover the world. Companies are under pressure in every country to save money and improve their ROI on their advertising campaigns. The “High Cost” traditional ad agencies are unable to answer this need, they are too “rich”, too “superficial”, being obsessed by creative Awards and not by obtaining visible results for their clients.
A new generation of ad’ agency is waited everywhere, we have the pretention to believe we answer perfectly to this need! Have a look at our web siteTVLowCost
TvLowCost is in Canada. Contact us! 416 571 5524
With a recession hitting the vast majority of the world, more so than ever there is a need for advertisers to develop quality advertising that sells – but without the overhead, wasted time and “high cost” associated with almost every traditional advertising agency.
That is why TVLowCost International was developed. Think about it. Almost every industry has a player that changes the model and delivers a low-cost product without sacrificing QUALITY.
They do this by streamlining processes and doing away with frivolous steps that add huppla and cost, but very little in terms of the ultimate deliverable. Airlines, food, telecom, computers, cars, even legal services.
Why not a low cost TV advertising agency?
Quality television advertising that sells, at an affordable price, that is accessible to everyone…but is right for QUALITY BRANDS.
A simple concept whose time has come. At last!
Call us, BEFORE Canada is touched by the recession !!
Estelle Saint-Martin 416 571 5524
Estelle@tvlowcost.com
