"It's not always the large budgets that get the best return," says Brett Tucker, Group MD of Primedia Unlimited's TLC Unlimited business. "Innovation Health CEO and owner Richard Roebuck had very little budget to get his business off the ground and for the past four months has been advertising exclusively with TLC."
To begin its campaign, the company flighted nationally across 20 LSM A malls between July and October 2013, targeting upper LSM consumers to gain traction for the Salcura product.
"While it is an international product, it has no following in South Africa so the company needed a solution that would create awareness for the product and generate sales, all with a limited budget. We had to reach as many people as possible and still achieve a high noting of the advertising message."
Roebuck says, "We enlisted the agency's expertise because we believe that the media platforms' high dwell time enables consumers to absorb the advertising message fully. Combining this with the mall's high foot traffic and relevant consumers and the individual number of people engaging with our ads was high. When the sales figures came in showing a 70% month on month growth, we knew we had a winning media platform. We will be continuing with TLC, given the positive sales response since we've started."
Creative on the A4 frames will rotate, as new products represented by Innovation Health are being promoted.
"For less than R80,000 a month, the company was able to grow its business exponentially, as its advertising was carried on 400 frames each month across the 20 chosen malls. On the back of this growth, Innovation Health is able to bring in new product lines quicker than expected. Advertisers are always looking for platforms that will guarantee sales and this is further reason, and one of several examples where the company's platform is directly related to the sales of the advertiser's product," concludes Tucker.
