Multichannel innovation-broadcast-house
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October 18th 2012
Ecommerce Presentation – The Broadcast House
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The Broadcast House - Key Facts & Figures• Part of The Specialist Works – direct response marketing specialists in
TV, inserts, press, online and print
• The Specialist Works = 74 x staff, T/O of £65million in 2012
• Founded by Pete Mills – client and ex Commercial Director of JML
• The Broadcast House = UK’s only fully integrated DRTV agency in the UK – media buying, TV production, analytics, regulatory compliance. Including long form (infomercials), short form, establishing shopping channels and video on demand
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The Broadcast House - Key Facts & Figures• Specialise in bringing retail and mail order brands into TV shopping
space ‘end to end’ and maximising their revenues both via broadcast and online
• London’s No 1 Independent Agency 2012 : Recommended Agency Register. Sunday Times 2012 Top 100 Best Small Companies To Work For
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Making The Most From TV Production On Line
• Amortise Costs Throughout – production for DRTV or TV shopping can be significant so make the most of it via all marketing mediums
• JML Approach To TV Production = infomercial, short form TV advertising, in store video, license internationally and from 2002 utilised on line to enhance our web based sales
• The 2002 figures – overnight sales of product lines with TV shopping content used correctly were enhanced by 300% as opposed to static photographic imagery of items
• Despite – limited distribution of broadband
• Despite – being a relatively new buying mechanism for consumers
• Despite - JML being a new brand at the time
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So How Can Brands Enhance Sales Now Using TV Content On Line
• Many major brands use TV as a means to enhance their on line offer, but they could be it doing so much better…
• Good news – broadband penetration/streaming technologies are much better, but…
• Basic sales and marketing principles are often not being followed
• You must maintain a high production value for the online adverts – one camera set up with poor lighting of product sitting static = lack of interest and lack of sales
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So How Can Brands Enhance Sales Now Using TV Content On Line
• DRTV online adverts are typically 30-40 seconds long and have been purposed for that usage – small image on TV will look tiny on line
• Simple link to purchase at the end of the online advert
• Remember – online DRTV/TV shopping must sell every second (like every other channel)
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A Quick Case Study of TV Shopping At Its Best Both On Line and TV• Pavers Shoes = £80million turnover, 110 x retail outlets, shoe-
shop.com and catalogue
• Previous major supplier to Ideal World, but wanted own TV shopping channel
• Launched April 2011 ‘as live’ concept of home shopping on Sky Digital Channel 659
• Shot in 4.5minute segments used on broadcast, on line and via email distribution Sales = 400% of infomercial channels in the Sky Digital Electronic Programme Guide
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A Quick Case Study of TV Shopping At Its Best Both On Line and TV• On lines sales of products using video on demand = 300-400%
of static image
• Established new TV successful brand with dynamic on line VOD solution and TV channel streamed to maximise sales – see www.pavershoes.tv
• Key messages – Every segment is a honed piece of sales material formatted for purpose. TV production cost is amortised across every marketing medium to maximise sales and profit, but to also maintain brand consistent messaging.
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Pete Mills, Director
The Broadcast House, First Floor, 118 Commercial
Street
London E1 6NF
Direct Line: 020 7539 6141, Mobile: 07826 929650
Email: [email protected]
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End