New advertising campaign sees ASD’s repair work double
Based in Morley near Leeds, ASD were spending around £40K per annum with Yellow Pages, advertising in multiple classifications in their Leeds, Wakefield, York and Bradford Directories. At the same time, their existing ecommerce website had seen significant increases in both web traffic and transactions. ASD approached Northern Light Media, and raised three questions: a) Are we getting a return on our Yellow Pages advertising, b) Could we improve the return on our Yellow Pages advertising, and c) Would we get a better return if we were to invest that advertising budget elsewhere. ASD also expressed a need to grow the appliance repair side of their business.
Northern Light Media’s marketing and advertising team first assessed the existing advertising campaign in the Yellow Pages, discovering that in many of the classification the ASD adverts were by far the largest. Clearly, these adverts could be reduced in size but would still be prominent, with no detrimental impact to the performance of the advert. Northern Light Media then identified four ‘appliance repair’ classifications where ASD could place an advert, which would drive the number of leads and grow the servicing side of the business. The resulting advertising strategy, created sixteen new ‘repair’ adverts, but reduced ASD’s Yellow Pages budget by almost £10K. Upon publication of the new directories, the new advertising tripled the volume of repair work. Northern Light Media not only designed the new Yellow Pages adverts, but a unique call monitoring number was inserted into each individual advert in order to measure response.
As a result of the success, ASD tasked Northern Light Media to re-invest the £10K saving to drive footfall in the showroom. With a history success from several local magazine publications, Northern Light Media produced a more expansive magazine advertising strategy, focusing on a five mile market catchment area. Adverts were placed in magazine publications such as On Your Doorstep, Leeds Life, Going Local , Wakefield Review, JLife, Morley Roundabout, Rothwell Advertiser and the local newspaper the Morley Advertiser. In addition to the printed media advertising a direct mail campaign was launched in parallel, with Northern Light Media’s graphic design team, creating and printing a simple four sided brochure with a lifestyle look and feel. The brochure was distributed to areas in and around Leeds and Wakefield, no more than five miles from ASD’s showroom, including Morley, Rothwell, Ardsley, Rothwell, Wrenthorpe, Churwell, Gildersome, Outwood and Stanley.