UKLPS Direct Mail

Over the last 6-12 months, our partners UKLPS have had several new clients test Direct Mail and this is a great opportunity we wanted to make our clients aware of. With consumers spending greater time at home currently, direct mail response rates in 2020 have been some of the best that we have seen for a number of years. UKLPS manage one of the UK’s largest portfolio of GDPR compliant lists that can reach the 50+ audience. Combined, the team managed over 3 million mail order buyers in the last 12 months alone. These names are available across 25 different mail order catalogues and consist entirely of direct response buyers. These lists are very popular with the Charity sector, however, we have regular bookings from a number of mail order clients across the Health, Clothing and Collectable sector.

 

In addition to the traditional mail order catalogues we are seeing new clients test lists. The age and profile of our portfolio are the perfect match for their target audiences and since these are direct response generated names they are highly responsive.
The various sectors that we have supplied data to include:
Charity
Health Mail Order
Clothes Mail Order
Misc. Mail Order
Collectable
Publications
Home Products
Food
Funerals
Life Insurance
PPI
Mobility
Many of you may already be mailing your existing customers and some may even be involved in the mail order data pools like Abacus & Experian Club Canvasse. However, we have seen small tests of our lists turn into repeat bookings. The direct response nature of these lists mean that the individuals are attuned to receiving offers by post and more importantly buying.

Anatomy of a DR ad

Anatomy of a winning direct response ad by Steve Foster Head of Press Creative – 10 Essential elements

Here at Lavery Rowe we have been creating direct response press ads for over 40-years. Last year we published over 10,000 ads across 350 titles which we estimate resulted in approximately £75,000,000 of direct sales for our clients.

Writing & designing an ad that drives direct sales and at the same time conveys core brand values to the consumer is part art, part science. We can never guarantee results but our extensive experience ensures we can optimise your chances of success and minimise your risk. Below we’ve listed 10 elements that we know can determine the success of an ad:

1.  Benefit driven headline – answers (or creates) a need or desire

2.  Strong (time limited) promotion – SAVE / FREE / BONUS – creates urgency

3.  Guarantee or Trial – make the offer “Risk-free” – removes fear / uncertainty

4.  Body copy – explanation of features / benefits – should emphasise ease of use / speed of results / how it meets the customers needs / satisfies desires

5.  Strong images – images with call-out & captions that emphasise features / before & afters that tell a story

6.  Testimonials – professional / customer / celebrity / ratings – adds credibility

7.  Obvious call to action (CTA) – Phone / Web / Coupon / QR code – demands action

8.  Price – lead with low instalments if available – affordable to all

9.  Basic offer plus up-sell – lead with the lowest price / offer complimentary product / discount on multiples / upsell to an upgrade

10.  Terms & conditions – reduces queries / complaints

This list is by no means exhaustive but it does include many key elements. These then have to be wrapped up and presented in a narrative that is both engaging and persuasive whilst reflecting your brand image and values.

Our experienced team of in-house copywriters and designers look forward to working with you on your next project!

The mood of the nation

Update on the mood and shopping habits of the nation!

As we now look forward to the pandemic passing, feelings fluctuate and it has become difficult to understand exactly where people’s heads are right now. Many are feeling optimistic about the future since the Government laid down an exit-plan as far as restrictions are concerned. Some however, remain apprehensive about the coming changes. But how will the shopping habits of consumers ultimately be affected?

Our friends at Bauer Media recently provided us with a 2021 Insight Study which specifically reports on the moods and habits of the nation in this time and below we have outlined our biggest takeaways from this.

First things first. We have media channels to thank for playing a key role in informing, supporting, de-stressing & providing entertainment during this difficult time. In previous newsletters we have spoken about how newspaper readers are more engaged than ever, spending 24% longer reading their newspaper during the pandemic. Readers connections to their magazines have grown now too! 31% of people say they have a closer relationship with their favourite magazine now compared to pre-lockdown, which makes sense seeing as magazines stay in the home for a much longer time than newspapers. Newspapers & magazines continue to inform, entertain and provide escapism for the nation.

Here are some more insights we thought were worth sharing:

–  55% of people have been shopping more online in the last 6 months. This figure is up 8% vs September 2020, showing not only are there more people shopping online but this number is increasing over time.

–  Trust in e-commerce also seems to have improved as 1 in 3 are more comfortable buying online than they were pre-pandemic.

–  Although many people have taken a hit financially, 23% of people have found themselves spending more than they were pre-pandemic.

–  20% say that they won’t be returning to the high street at all until they see a significant decrease in infection rates.

–  It also comes as no surprise that 39% of people say “it has made me want to make improvements to my home” given the extra time we’ve all had staring at the 4 walls of our homes, noticing the cracks here and there.

–  30% admit to being more adventurous in the kitchen, opening up to new ways of shopping for ingredients and cooking their favourite meals.

–  1 in 5 specifically stated “it’s made me want to upgrade my kitchen equipment”.

–  With the closure of gym facilities, people have taken to home workouts. 1 in 5 have even said “I have been exercising more than I was before lockdown”.

This all points to a more engaged readership searching for goods and services to buy direct. Whilst the end of the pandemic cannot come soon enough, long may the transition to shopping from home continue!

The value of press advertising

Press advertising continues to prove its value against other media channels!  
The ongoing lockdown across the UK has continued to drive high levels of engagement with national press titles and consumer magazines. This increased engagement plus the ongoing closure of high street retail is resulting in record ROI for many D2C businesses. This boom in D2C business is evidenced by the fact that Lavery Rowe clients are placing more ads than ever with the purpose of driving sales via the web, phone and coupon. In the month of February alone this year we have placed almost 1,000 ads in print, an impressive increase of +30% from last year. D2C clients are keen to take advantage of what has been a major shift in consumer behaviour and one which looks set to continue post-lockdown. A recent report conducted by ECI Media Management shows in great detail how “2020 was a year of linear media deflation.” It goes on to outline how most media took a significant hit but 2021 will see the bounce back of inflation across most media channels… all except print that is.
The cost of print media has plateaued despite its increased success at driving direct sales. Print, it seems, has fallen out of fashion with many brands and agencies who undervalue its trusted environment, its wealthy, mature readership and its ability to engage, persuade and sell. As the UK’s largest full-service press specialists, Lavery Rowe remains committed to bringing you the best media deals and the most engaging and persuasive creative so that you can gain maximum advantage from what remains a powerful direct response medium.

LR TV

Lavery Rowe TV launches 8 new campaigns in 1st Qtr. of 2021

Direct to consumer (D2C) sales have continued to boom in the first quarter with all but essential retail still closed. Lavery Rowe has seen this reflected in increased advertising activity across all media channels as clients take advantage of strong consumer demand.

With lead times across most media channels still at 1-2 weeks’ notice advertisers are taking advantage of short-term opportunities with tactical campaigns!

Lavery Rowe TV has seen a huge growth in demand with 8 new campaigns testing in the first 12 weeks of the New Year. The broad range of categories using Lavery Rowe TV services is testament to how powerful a medium TV is when it comes to driving response via web and phone.

Our latest TV campaigns include:

·  Men’s fashion

·  Home improvements

·  Financial services 

·  Gardening

·  Health services

·  Food

·  Mobility

And in every case LR TV both created the commercials, planned and bought the airtime and provided detailed results forecast and analysis.

When buying media, we select the best converting stations against your target audience, then look at how specific programmes index before negotiating the lowest possible price. We combine well targeted low cost media with highly impactful creative that drives both awareness and sales.

 

You can view our portfolio of TV ads here:

https://www.youtube.com/channel/UCbKcieoWBV1q6ImhFIGOheg/videos

To find out how TV could drive more profitable sales for your product or service, please get in touch with your Account Manager or our Head of TV, Andrew McDouall on 07725 573 204 or by email andrew.mcdouall@laveryrowe.co.uk 

LR Digital

A comprehensive digital marketing strategy is essential as online traffic booms

The combination of a hunger for the latest Covid news plus the rush to shop online has led to massive increases in online audiences across all demographics. By way of example News UK’s latest figures (last week of July) show The Sun’s unique visitors up 12% YoY and The Times up 22%. In terms of page-views the increases are far greater – 23% and 47% respectively, meaning publishers have far more inventory to sell in a flat market.

Google & Facebook were quick to lock down Facemask and related search terms from advertisers. This had a massive impact on using digital channels for PPE products however, we have had success with campaigns utilising fringe keywords to drive engagement and more importantly sales.

Arguably one of the biggest winners during lockdown was Amazon. A recent report from Wunderman Thompson Commerce revealed that Amazon’s share of the UK ecommerce market rose to 35% during lockdown (up from 30% at the end of last year) with 1/5 of the 2000 respondents claiming their intention to purchase on Amazon after the outbreak had increased.

Now is the time to engage with Amazon, create a store platform and leverage its powerful pay per click offering as an additional route to market with full transparency of performance. We have managed large & small Amazon PPC campaigns so can advise and deliver.

We’ve also seen the rise of TikTok in the fight for audience attention (Even prompting Donald Trump’s attentions) TikTok offers new creative ways to reach audiences and generate real value with short-form mobile video.

Not only is it a place where quality content meets a huge audience, and highly engaged users are spending increasing amounts of time, it’s also relatively uncluttered with advertising, offering brands a more significant share of voice. Ads are entirely video-based, meaning they blend seamlessly with the app’s native content and never compromise the user experience.

Away from publishers, clients face the challenge of maximising sales from the online traffic they are generating in an increasingly competitive online environment. Here is just a few of the essentials we are encouraging clients to focus on:

  • Create a clean user journey on your landing page. Focus on getting the user to convert.
  • Properly tracking the user journey end to end must be a high priority to gain learnings
  • Multi-channel campaigns deliver better results vs single channel. Planning a TV campaign? Ensure PPC activity is live on Google for your brand terms at the very least to harvest the demand.
  • Trial new digital channels.  Affiliate Marketing is a great performance-based channel that only incurs a cost when a sale is made.

The power of print

Newspapers and magazines still combine strong engagement with massive reach!

Daily digital national news readership is up 20% YoY and with the increase in people reading national news brands online for free, it’s easy to forget that millions of affluent 45+ consumers still prefer to pay for their daily paper or favourite magazine!

An incredible 20 million people per week are still buying newspapers: this represents a third of the UK population. Most importantly these newspaper buyers are heavily invested in the newspaper they have paid to read.

Not only are there 20 million people reading newspapers, but they are also reading them for longer (IPA Touchpoints data). Readers are more engaged than ever, spending 24% longer reading their newspaper during the coronavirus pandemic. This works out to be an extra hour and 40 minutes of reading time. The attention and engagement of people that read newspapers is unlike those that consume other media: a newspaper is a physical product that an individual buys and because they have spent money on this product, they take time to digest it thoroughly. This demonstrates the unique relationship that readers have with their chosen newspaper or magazine: there is simply nothing else like it. This close affinity to the medium is something advertisers can harness to their advantage, not least because it engenders such a high level of trust.

These observations are backed up by research (RAMetrics) which concluded that print ad recall has improved significantly over the last 10 years, along with other measures such as interest, understanding and ultimately action.

It’s this increase in “action” that has been so apparent since the beginning of the pandemic and lockdown in March. Press is driving more sales, more profitably than ever before!