During each promotional period, the paid media strategy is aimed at ensuring that Minimax’s campaigns not only boost foot traffic to their physical stores but also strengthen brand recall across multiple channels. This is accomplished through a three-step process.

Step 1: A Tailored Approach for Regional Markets

With stores spread across both metropolitan and regional areas, the media plan calls for a targeted and highly optimised approach that caters to the unique dynamics of each market:

• TV Advertising: TV is utilised in smaller, regional markets like Hobart and Ballarat, where we focused on high-frequency buys to maximise visibility during the campaign period. Television remains an effective channel for reaching a broad audience quickly (particularly in slightly older demographics), making it ideal for driving store traffic in these areas.
• Radio & Print: To supplement TV campaigns, we rely on radio and print media as supporting channels, particularly in the lead up to sales events, helping to maintain the brand’s presence outside of promotional periods. Radio ads are scheduled during peak listening times, while print ads are strategically placed in local newspapers to reach engaged readers.

Step 2: Maximising Impact in Metro Markets

Given the higher media costs in metropolitan areas, we adopt a more cost-efficient strategy (without sacrificing impact) to reach Minimax’s customers in Melbourne and Adelaide:

• Two-Station Radio Buy: Radio remains a powerful tool for reaching specific demographics, especially during peak hours. Therefore, by focusing on a two-station buy, we can achieve maximum reach and frequency among our core target audience without blowing out the budget, allowing us to maintain a strong brand presence across these areas.
• TV & Radio Buy: In smaller markets like Adelaide, we implement a high frequency TV buy in selected weeks of the campaign, complemented with a radio buy in order to drive the reach of the campaign.
• Incorporating BVOD: In recent years, we’ve also included BVOD (catch-up TV, like 7Plus, 9Now, and 10 Play ) as part of the media mix so as to capture the growing number people who consume TV content online. By strategically placing Minimax’s ads alongside premium, on-demand content, we can achieve high viewability and engagement.

Step 3: Continual Optimisation for Maximum Efficiency

Given the longevity of our relationship with Minimax, our approach has continued to evolve over time, refined to ensure that every dollar spent deliver a return on investment. Key tactics include:

• Data-Driven Insights: When running campaigns, we always monitor their performance. And by leveraging analytics tools, we can adjust the media mix to optimise performance.
• Frequency Capping: To prevent ad fatigue, especially on digital platforms like BVOD, we implement frequency caps, minimising the number of times any one users is served our ad. This ensures that the target audience isn’t overexposed, which can lead to diminishing returns.

Results: A Winning Strategy for Continued Success

Our integrated approach has consistently delivered strong results for Minimax, where we’ve been able to:

• Increase Store Traffic: Post-campaign surveys have proven that TV and radio campaigns are making an impact with customers, increasing their likelihood of travelling to physical locations during high-sales periods.
• Maximise Budget Efficiency: The strategic media buying & planning approach to target BVOD and radio has ensured that Minimax’s budget stretches further without sacrificing impact.
• Build Brand Loyalty: With a consisted integrated marketing communication message across disparate channels, Minimax has been able to strengthen its brand presence, particularly in regional markets where loyalty is key.

Learn more about our media planning and buying capabilities in Melbourne and across Australia or contact Megan, our media director, today!

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In November 2021, Minimax moved their flagship Hobart store after over 30 years in its previous location. As one of Australia’s premium homewares retailers, Minimax have had a lot to deal with over the last two years, with staffing issues and lockdowns meaning the brick-and-mortar retail experience was significantly hindered. However, with a burgeoning online space helping the brand through a tumultuous 2020, it proved to be the perfect opportunity to move stores in downtown Hobart.

Faith has a long-standing relationship with Minimax, previously designing their retail catalogues (up to 6 per year), as well as their connected TVCs. We also have experience managing their eDM marketing and website development. However, we currently still assist with their media buying, booking both TV slots and radio advertising across their major markets (VIC, SA and TAS).

For the launch of the new store, we were tasked with developing a concept for a TVC announcing the move. Big changes in Tasmania like this are typically headlined by a small TV campaign, so we referenced previous spots developed for the brand. We mocked up a storyboard using a combination of animation, photography, and short-form video to create a warm and inviting advertisement.

Coordinating with local producers, SCA, we held production meetings via Zoom and worked to ensure that shots taken at the new store (featuring paid talent) were as originally envisaged. We also worked with them post-shoot to ensure that the 30-second spot, as well as the combined 5-second and 10-second split spot, were to the client’s (and our’s) satisfaction.

We also developed scripts for radio announcing the new store opening, highlighting a promotional competition wherein customers making purchases above a certain threshold at the new store would go in the running to win a Minimax voucher.

Ultimately, the spots proved to be very successful, with both the new and old store operating simultaneously for roughly 8 weeks. The new store quickly became the primary outlet, while the old store moved through the last of its stock ahead of schedule. We were incredibly pleased to work with Minimax on a wonderful creative project such as this and relish the opportunity to continue working with them into 2022.

Faith has years and years of experience working on television commercials for brands across a range of industries, but in particular retail and FMCG businesses. From concept development to production and shooting as well, talk to us today about your television commercial dreams and we’ll see what we can make a reality!

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For over 50 years, the Minimax homewares stores in Victoria have catered to the appetites of the style-hungry cooks. Minimax now has stores throughout Melbourne, Adelaide and Tasmania with a broad range of superior products, selected for their style, quality and uniqueness.

Faith has worked with Minimax for several years now, having assisted in the development of numerous catalogues each year, along with other marketing collateral. Last year, Faith designed the 2017 Christmas ‘Noël’ catalogue, showcasing a stylish range of gifts and decorations, both contemporary and traditional, representing the culmination of the Minimax 50 Year anniversary celebration.

Looking to deliver a modern, vibrant design and layout, art director Frankie developed an outstanding document that successfully captured the joy of Christmas and the essence of Minimax.

The catalogue was so well received that it has in fact been named a finalist in the 2018 Australasian Catalogue Awards in the Kitchenware and Home Interiors category. In the company of such iconic brands as David Jones, Kmart and Big W, we’re very pleased with the response that we’ve received.

The Awards take place on Friday 7th September at the Melbourne Convention and Exhibition Centre. Stay tuned to see how we go!

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In the world of homewares, Your Habitat has given Tasmania the best, the latest and the most on-trend items from around the world for over 30 years. So as an iconic brand that has been an integral part of Tasmanian families for generations, the decision to implement a name change had to be carefully managed.

As we all know if you’re not evolving in a positive retail direction you are going backwards! With that in mind, the need to continually offer a captivating retail experience has been given a long-term commitment after the Homewares Group unveiled it plans to integrate Your Habitat, with its other significant retail marque, Minimax.

The name change begins its transition with the launch of “Minimax by Your Habitat” taking place across television, press, digital, social media and loyalty platforms. The tagline “New look. Same store you’ve loved for over 30 years” has been well received at staff and customer events with many of those in attendance having either worked in-store or shopped the brand for decades!

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Christmas and the broader festive season is a crucial trading period for most retailers. For The Homewares Group and its retail brands Minimax, Your Habitat and General Trader, it’s a key period for ensuring they are the destination of choice for quality cookware, homewares, appliances and great brands.

Retail campaigns covering television, radio, press, and catalogues were also supported with extensive eDM programs and exclusive offers to ensure customers were engaged during a fiercely competitive period.

Results to date have been very strong with each retail brand making a significant contribution to market share growth for the group.

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