Advertising during a Recession : “When times are good, you should advertise. When times are bad, you must advertise.” Why recession should incitate you to choose TVLowCost, the affordable TV advertising agency? vendredi, Mai 16 2008 

 

“When times are good, you should advertise. When times are bad, you must advertise.”

Quand les temps sont bons il faut faire de la publicite.

Quand les temps sont mauvais, il faut faire de la publicite. 

Here we are, recession seems to be very pobable in front of us in the vast majority of countries. All the reasons seem to be joined to create a slow down in many markets. Many companies will start reducing their marketing expenditures in order to save money and try to keep a normal level of profitability. Every soud mananger knows it is not a good decision to stop advertising, but“what else can I do ?” will they say… It is not so easy to maintain the same level of advertising investement when you know that your billing will probably be reduced in the months to come. 

Et voila, la recession semble se diriger vers tous les pays du monde. Toutes les reaison semblent s’unir pour ralentir les marches economiques. De nombreuses compagnie vont commencer a reduire leurs depenses publicitaires et marketing en esperant sauver de l’argent et de garder un taux de profit normal. Tous les managers savent que ce n’est certainement pas la bonne decision. Mais que faire d’autre? Ce n’est pas simple de maintenir un niveau d’investissement publicitaire quand on sait que les rentrees monetaires vont certainement baisser dans les mois a venir. 

In a famous study of U.S. recessions, McGraw-Hill Research analyzed 600 companies from 1980-1985. The results showed that Firms that Maintained or Increased their Advertising Expenditures during the 1981-1982 recession Averaged Significantly Higher Sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising.

Dans sa fameuse etudes sur les recessions aux Etats Unis, McGraw Hill a analise 600 compagnies de 1980 a 1985. Les resultats montrent que les societes qui ont maintenu ou meme augmenter leurs depenses publicitaires de 1981 -82 ont vu leurs ventes monte de maniere significative meme pendant la recession et durant les trois annees suivantes au contraire des societes qui ont diminue voir arreter leurs depenses publicitaires. 

By 1985, sales of companies that were Aggressive Recession Advertisers had Risen 256% over those that didn’t keep up their advertising. In addition, a series of six studies conducted by the research firm of Meldrum & Fewsmith  (below) showed conclusively thatAdvertising Aggressively during Recessions not only Increases Sales but Increases Profits.

En 1985, les ventes des compagnies qui se sont montres courageux pour maintenir ou developper leurs depenses publicitaires avaient augmente de 256% … ! no comment!  Une serie de 6 etudes conduites par la societe de recherches : Meldrum & Fewsmith a conclu quela publicite pendant les recessons non seulement augmentait les ventes mais augmentait aussi les profits de la companie. 

 

Plenty of evidence demonstrate this, but, I still hear many advertisers saying :  “OK, I agree on this, but I cannot afford the costs of advertising on TV in this moment ?” 

C’est evidement mais nous entendons toujours « ok, je suis d’accord mais je ne peux pas me permettre les couts publicitaire a la tv pour le moment  » 

Well, then it’s time for you to change your habits and quit the world of “HIGH COST” TV advertising, and discovering that with TVLowCost, TV advertising is not only affordable, but also very efficient, for budgets several times inferior to what you used to pay! With the power of TV advertising to boost your business.

Il est temps de faire changer les habitudes et quitter le monde du « haut cout » des publicites a la TV et de decouvrir TVLowCost. Les pubs a la tv sont accessibles a tous et sont efficaces pour des budgets bien inferieur a ce que vous demandent les grandes agences . Avec Tv Low Cost , booster votre business au moment ou tout ralenti. Nous vous garderons la tete bien haut hors de la vague de recession qui s’annonce! 

Recession should be the opportunity to adopt a “Low Cost Attitude” in TV advertising.

Adoptez la Low Cost attitude dans la pub Tv et appelez nous au 416 571 15524 

Estelle Saint-Martin 

 

 

At TVLowCost, « we try harder »! Like in this famous slogan, we fight against traditional advertising agencies, pure products of the « high cost » culture. We demonstrate everywhere that a TV advertising agency can be both low cost and high quality. mardi, Mai 6 2008 

“We try harder”, AVIS famous campaign is a perfect example of what we try to do every day in the different countries where our TVLowCost network is established. Convincing advertisers that, at last, TV advertising is affordable for their brands, and that what they heard from “high cost” advertising agencies is not true anymore.
NO, to be seen on national TV channels, one does not need to invest its advertising budget on Peak Time exclusively. 
TVLowCost will provide you with excellent alternative media planning, using plenty of cheaper possibilities, with a high degree of efficiency.
NO, to shoot a creative & convincing commercial, it is not necessary to travel abroad to an exotic location. Excellent TV commercials can be shot “in town”, creativity is not function of the number of kilometers! 
TVLowCost reduces your bill like that!
NO, 35mm shooting is not better that High Definition Video, consumers will not see the difference, but the cost will be very different! 
TVLowCost uses the latest HD digital cameras, much more adapted to modern televisions diffusion.
NO, to conceive a brilliant TV advertising, your agency does not need to be situated in a very expensive and “ modern design” headquarter located in the most expensive area of the town. What counts really is the talent and dedication of the people working on your brand! At
TVLowCost, our offices are situated in convenient and simple offices. Our client’s money does not have to pay for our “luxurious way of life”
NO, it is not necessary to wait for months to leave your agency plenty of time and plenty of monthly fees, to elaborate several convincing TV spots. In 8 weeks, 
TVLowCost will deliver you the finalized spots, consumer pretest included. 8 weeks and 6 steps involving you… and no monthly fee…
NO, covering the walls of your advertising agency’s entrance and agency’s meeting rooms with Awards is not a proof that this agency will do an efficient TV advertising for your brand! It could even be a sign that this agency is mostly interested by its “glory”! Never forget that to win awards, agencies have to seduce other creative jury’s, it has sometimes little to do with seducing and convincing consumers… 
At TVLowCost our only obsession is your market share!

Affordable low cost TV advertising is possible, but “High Cost” ad agencies hate that idea! They prefer Awards…Les campagnes publicitaires a prix gagnants, c’est possible, mais les agences, elles, preferent gagner des prix en depensant les sous des clients ! mardi, Mai 6 2008 

Anyone can find different ways of selling cheaper without making a loss.

Il est a la portee de tous de trouver des chemins moins chers dans le monde publicitaire sans y perdre un centime. 

But you do need that will-power, and most ad agencies won’t even give it a try. In truth most advertising agencies priorise awards : look at how “mad” they are to show you the Gold Lions they have won in Cannes Festival, right from the entrance of their splendid headquarters!

Mais il faut d’abord et avant tout le vouloir et la pluspart des agences ne le veulent pas. Elles font des prix qu’elles pourront recolter leurs priorites… tellement fiers de montrer tous leurs lions gagner au Festival de Cannes dans l’entree de leurs grandes agences. 

To be sure to come back from their annual trip to the french riviera with some “Lions”, they try to convince their clients to accept expensive production costs to gain that ultimate prestige, despite the pressures of today’s economic reality. So shooting is in 35mm, in South Africa or Argentina, with the last “à la mode” director who has been awarded in the recent festivals, and of course, he works in exclusivity with a production company. And everybody explains to the client that there is NO other solution to do this commercial!

Pour etre sure de chasser le lion sur la cote d’azur l’anne d’apres, elles se font une obligation de convaincre leurs clients de depenser des sommes parfois extravagantes et absolument injustifier pour l’efficacite de la publicite sans se soucier non plus des contraintes de la conjoncture economique. Si le dernier directeur a la mode vient de gagner un lion pour un film an argentine ou en Afrique du Sud, les agences expliqueront a leur client qu’il faut engager ce director hors de prix …  

Whatever the climate, whatever the difficulties of the client, some seem to have their heads well and truly planted in the sand.

Quelque soit la conjoncture, les difficultes du clients, ils ne changent pas leur strategie. 

But not all brands can afford such high-rolling attitudes [and good luck to those that can] since their scales and lower experience with Media generally make them more cautious. Happily, for all brands tip-toeing around TV for the first time – perhaps some lapsed TV ones too – and for smaller brands in larger company portfolios, there is another way … TVLowCost

Mais de nombreuses marques ne peuvent pas s’offrir cette attitude « bling bling » (et bonne chance pour celles qui le peuvent!) Heureusement pour les marques qui rentrent sur la pointe des pieds dans le monde de la publicite, et pour toutes celles qui souhaitent avant tout une publicite efficace pour les ventes de leurs produits et non le nombre de lions gagner par leurs agences, il existe TvLowcost ! 

Estelle Saint-Martin TvLowCost, Quebec et Canada 416 571 5524 

“Cheap TV spots”, “affordable TV advertising”,”discount TV spots”, “low cost TV advertising” are becoming trendy expressions among advertisers! samedi, Mai 3 2008 

 

A few years ago, it would have been an insult to hear any marketer speak about “cheap tv spots” or “low cost tv advertising”!  

During those golden times it was nice to spend a lot of money in the production of TV commercials. It was “in” to go shooting in exotic locations, one week trip for a 30 seconds commercials was “normal”.

HIGH COST traditional agencies were the only available solution for brands willing to go on TV screens. Nobody was shocked by the huge amount ofmonthly fees ad’ agencies were charging and the 5/6 months they took to create and shoot a single commercial… and every advertiser was proud to see its commercial among hundreds of others exclusively in Prime Time slots, nobody discussed the efficiency of those “nights of carpet bumbing”.Consumers where supposed to watch all those splendid ads and run the morning after in the shops to acquire the marvelous products they discovered during the evenings!

BUT THE WORLD HAS CHANGED…

Today, every marketing manager has to “cut the costs”, “reduce the spendings”, “optimize its marketing budget”… Times are tougher, competition is fierce, retailers are becoming very powerful with their own private label products, emerging countries are able to produce at 1/5th of your production costs…

And, last but not least, CONSUMERS ARE BECOMING DIFFICULT to convince, they are wiser, they are fed up by never ending prime time slots, they are no more impressed by splendid and intellectual commercials difficult to understand for normal human beings…

Consumers today, more than ever, want to simply understand why and how your product, your brand, will satisfy them better than the products they already use.

So, for any advertiser in the world, now,  the “name of the game” is SAVING MONEY ON MY ADVERTISING EXPENDITURES.

Times have changed, now brands adopt the “LowCost Attitude” in every investment they have to do. TVLowCost success in all the countries where we are established is the best proof that marketing teams are looking for a TV agency expert able to bring them affordable TV campaigns with a high level of quality. So whatever you called them : low cost tv advertising is THE FUTURE of TV advertising, no doubt!

 

The success of TVLowCost internationally is due to the fact that we make TV advertising affordable in every country where we are. samedi, Mai 3 2008 

 

Launched 3 years and a half ago in PARIS (october the 1st 2004), TVLowCost is now present in 9 countries with subsidiaries launched with local entrepreneurs joining us. They own 65% of the capital of the local agency, and we own centrally 35%. This is the best way to have solid native managers in each market with a perfect dedication to make TVLowCost succesful in each market!

TVLowCost agencies are currently in France, UK, Germany, Spain, Italy, Belgium, Canada, Australia and NZ! We work for 80 brands and have shot 420 TV commercials in just 3 years and a half…

Our book “LowCost Attitude” is being translated in many languages in order to share our philosophy with clients and prospects. We demonstrate every day that our “Low Cost Attitude” approach is more and more shared by marketing managers allover the world. Companies are under pressure in every country to save money and improve their ROI on their advertising campaigns. The “High Cost” traditional ad agencies are unable to answer this need, they are too “rich”, too “superficial”, being obsessed by creative Awards and not by obtaining visible results for their clients.

A new generation of ad’ agency is waited everywhere, we have the pretention to believe we answer perfectly to this need! Have a look at our web siteTVLowCost

TvLowCost is in Canada. Contact us!

T.416 571 5524 Estelle Saint-Martin 

 

 

Le succes du TvLowCost/ The succes of TvLowCost! samedi, Mai 3 2008 

Launched 3 years and a half ago in PARIS (october the 1st 2004), TVLowCost is now present in 9 countries with subsidiaries launched with local entrepreneurs joining us. They own 65% of the capital of the local agency, and we own centrally 35%. This is the best way to have solid native managers in each market with a perfect dedication to make TVLowCost succesful in each market!

TVLowCost agencies are currently in France, UK, Germany, Spain, Italy, Belgium, Canada, Australia and NZ! We work for 80 brands and have shot 420 TV commercials in just 3 years and a half…

Our book “LowCost Attitude” is being translated in many languages in order to share our philosophy with clients and prospects. We demonstrate every day that our “Low Cost Attitude” approach is more and more shared by marketing managers allover the world. Companies are under pressure in every country to save money and improve their ROI on their advertising campaigns. The “High Cost” traditional ad agencies are unable to answer this need, they are too “rich”, too “superficial”, being obsessed by creative Awards and not by obtaining visible results for their clients.

A new generation of ad’ agency is waited everywhere, we have the pretention to believe we answer perfectly to this need! Have a look at our web site TVLowCost. Au Canada: TvLowCost.ca T. 416 571 5524

Jean-Paul Treguer

Pour le fun! samedi, Mai 3 2008 

 

At TLowCost, we love this picture, just for the fun! 

A TvLowCost nous aimons cette photo, juste pour le fun! 

It really makes us think about TVLowCost facing the big global “high cost” advertising networks.

Elle nous fait penser a nous, petit Tvlowcost.com face aux grands reseaux publicitaires mondiaux et …chers! 

When we did open our doors in 2004, all the industry said : “ridiculous”, “impossible”, “it will never work”… 3 years and a half after, everywhere, ourTVLowCost agencies beat regularly the big players and attract their clients … no more willing to pay their outrageous tariffs!

Quand nous avons ouvers les portes de TvLowCost en 2004, toute l’industrie publicitaire a dit ou penser tres fort « ridicule » « impossible » « ne marchera jamais ». 4 ans plus tard, et dans de nombreux pays TvLowCost gagnent des clients faces aux grandes agences traditionelles. (cf.www.tvlowcost.com) 

So… apparently, there is a BIG NEED among advertisers to break the rules and the prices of TV advertising!We do believe that there is room for two kind of ad’ agencies : the “low cost” and the “high cost” ones.  

Donc apparement il y a un grand besoin de publicitaires qui changent les regles et cassent les prix des campagnes du pub TV! Et nous croyons qu’il y a la place pour deux sortes d’agences: les « low cost » et les « high cost »! 

Adverstisers, it’s your choice! 

Annonceurs, c’est votre choix!

A vos marques. Prets? T. 416 571 5524 Estelle Saint-Martin 

 

 

 

5000 marques par jour et toi et toi et toi! samedi, Mai 3 2008 

Une personne est expose a 5000 marques par jour en moyenne. TvLowCost vous aide a faire la difference avec les 4999 autres marques en reduisant le cout des campagnes et en travaillant des plan media a la carte, puissant et efficace tout au long de l’annee…

 

Chaque jour et en moyenne, une femme de 50 ans et moi est exposee a plus de 18 minutes de publicite TV dans les grands pays developpes. 

Chaque jour, c’est plus de 100 a 150 spots publicitaires qu’elle voit! A cela, il faut ajouter les publicites qu’elle voit au cinema, qu’elle entend a la radio, qu’elle decouvre sur les grandes affiches publicitaires ou dans les magasines!  Ne parlons meme pas des bandeaux d’internet qui flashent chaque fois qu’elle regarde ses emails ou cherche une recette de cuisine sur internet! 

Une etude conduite par Robert Heath en Angleterre aboutit a la conclusion phenomenale que chaque jour une personne est expose a plus de 5000 marques differentes. Oui, 5000 marques chaque jour!  Bien sur, une large part de ces informations sont absorbes de maniere inconsciente, c’est la theorie du « low Involement processing (LIP) » . Sans effort de notre part, notre cerveau enregistre ce qu’il voit et ces informations sont stockes et analyses, jouant sans que nous le sachions un role sur la connaissance des marques et des produits… 

Il est dit que nous sommes entres dans l’ere du « permission marketing », le marketing permis, ou le consommateur est de plus en plus capable de construire des barrieres pour stopper tout ce qu’il considere indesirable. La consequence de tous ces chiffres et faits est que nous essayons de convaincre nos clients d’etre present dans les medias le plus souvent possible au bon moment pour les bonnes ‘cibles’… quand chacun est receptif a ce qu’il voit ou entend.  

A TvLowCost, nous repetons et repetons a nos clients: le principal critere de succes pour votre campagne est la repetition du plan media. Beaucoup d’agences s’essayent a etre « Roi du monde » 15 jours par an, recommandant de depenser plusieurs millions pour un matraquage en prime time … et a ne pas exister les 11 mois et demi restant. 

Alors nous vous repetons et repetons et repetons, avec nos concepts de campagne a prix serres, justes et abordables, vos marques, vos produits aurons une visibilite de plusieurs mois, se detacheront des 4999 autres marques dans les cerveaux de votre cible parce que le plan media que nous vous proposerons sera un plan travaille pour vous, concu pour votre produit, adapte a vos clients potentiels dans les creneaux ou ils acceptent d’enregistrer de les informations! Nous murmurons a l’oreille de vos clients, oui, toute l’annee. 

A vos marques! Pret?  Tel: 416 571 5524 

Estelle Saint-Martin/Jean-Paul Treguer


BONNE NOUVELLE: TvLowCost s’installe au Quebec! vendredi, Mai 2 2008 

APRES L’INSTALLATION DE TVLOWCOST AU CANADA A TORONTO L’ANNEE DERNIERE, TvLowCost Quebec voit le jour a Montreal avec une equipe Canadienne-francaise-quebecoise pour offrir la vraie realite du Canada et du Quebec d’aujourdhui. Bienvenu sur le blog de TvLowCost Quebec! 

N’hesitez pas a y laisser un message, a visiter notre site : http://www.tvlowcost.ca et egalement celui de notre reseau international www.tvlowcost.com qui ne cesse de s’aggrandir, preuve de notre efficacite ! 

A l’aube « d’une potentielle-eventuelle peut-etre, qui sais?  » crise economique, on commence à craindre une baisse des investissements pub, comme à chaque période morose, et les premiers mois de l’année semblent le démontrer. Tous les indicateurs publicitaires sont à la baisse…Et ce n’est pas les Jo de Pekin qui vont remonter le moral et enthousiasmer les foules! 

C’est le moment d’adopter la “LowCost Attitude”!

On sait bien qu’arrêter d’investir en publicité n’est pas viable longtemps, alors, mieux vaut en profiter pour se demander s’il n’y a pas des méthodes plus “malines” d’investir que de tout couper. La TV par sa puissance incontestée reste et restera le moyen le plus économique de défndre sa marque et booster ses ventes auprès des consommateurs. Profitez donc de cette période pour nous renconter! Ensemble, nous pouvons creer une vraie campagne puissante sur les écrans à un moment où les concurrents commencent à devenir silencieux.

Estelle Saint-Martin 

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