It’s not always the large budgets that get the best return. So says Brett Tucker, Group MD of Primedia Unlimited’s TLC Unlimited business. One client’s testament to a successful ‘low’ budget campaign is Innovation Health’s Salcura product which received a massive 70% growth in sales month on month from the launch of the product in South Africa.
Innovation Health is a newly established company which imports products such as Salcura, a skin care therapy for psoriasis, acne and eczema from the UK. Innovation Health CEO and Owner Richard Roebuck had very little budget to get his business off the ground and has for the past four months, been advertising exclusively with TLC.
To begin its campaign, the company used placements in LSM A malls, targeting upper LSM consumers to gain traction for the Salcura product.
Group MD of TLC Unlimited, Brett Tucker says: “Salcura, while an international product, 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.”
Richard says, “We enlisted the expertise of TLC because we believe that the media platforms’ high dwell time enables consumers to fully absorb the advertising message. Combine this with the mall’s high foot traffic, relevant consumers and the individual number of people engaging with our ads was incredibly high. When the sales figures came in showing a 70% month on month growth, we knew we had a winning media platform.”
The campaign was flighted nationally across 20 LSM A malls between July and October 2013. “We will be continuing with TLC given the positive sales response since we’ve started,” says Richard.
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 their business exponentially, as their advertising was carried on 400 frames each month across the 20 chosen malls,” says Brett. “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 TLC’s platform is directly related to the sales of the advertiser’s product.”
TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.