Kingstown Associates
Client : Kingstown Associates
Sector : Mail order/60 plus
Product : Healthy Living Direct
Date appointed : Sales – Nov 2006, Buying – Oct 2008
Previous agency: Sales – Millennium, Buying – Attinger Jack
Media responsibility: Insert sales, all offline media planning and buying
The challenge:
Declining insert sales revenue impacting on mailing costs. Insert and space buying needed to become tighter to counter a tough marketplace.
What we did:
Sales - Introduced 35 NEW clients to insert into Kingstown mailings including launching stand alone ad sales project - “60 plus”.
Buying - Analysed the performance of inserts and press over past 3 years, built a title index to incorporate response and order value vs media and print cost. Introduced 11 more titles from our bank of top responding “hidden gems”. Allocated budget INCREASE for contingency spend. Compared cost efficiencies of inserts or ad space in core titles. Fed short term ad space market with 1 hour copy turnaround.
The outcome:
Sales- First year gross sales revenue increased by 83% yr on yr. Sustained the revenue levels ever since - selling to 98% insert capacity.
Buying - Bought 13.5M inserts in 4th quarter of 2008 for the price of 11M – In better performing media. Increased “off the page” advert spend in Autumn/Winter – results TBC!
|