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!

The post Minimax | Paid Media Activity appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.

Underpinning our continued collaboration with Adriatic Furniture, we’ve helped to shape each of their sales promotions for the better part of two years. Their Birthday Sale creative was no different, evolving the presentation of the brand to emphasise quality products fully realised with the augmented-reality app, Cylindo. Each image used is created in a fully digitised studio space with a 360-degree product presentation and various propping available to us. The Birthday Sale message is very simple in and of itself, identifying ‘up to 50% off to celebrate our 50th birthday’. But the presentation when combined with visuals and layouts is very strong. We’re also tailoring several of our acclaimed “Why Wait” TVCs to feature product and price callouts and hero messaging to help push the promotion on region broadcast and digital catch-up (BVOD) TV.

We also wanted to offer something a little more exciting to Adriatic’s customers during this Birthday Celebration and so proposed a $10,000 trip to Italy for those who spend over $1,000 across September and October. With a minimum spend amount, we help to reward those who spend more, and the prize pool is very appealing for customers to consider taking the plunge in pursuit of a cushy Italian holiday. The Faith Agency helped to coordinate the travel idea and promoted it with its own bespoke creative concept shared across digital display, websites, in-store video and much more.

Finally, to help wrap out the year, without giving too much away, we’ve got Adriatic’s Black Friday and Boxing Day Sales which shape to be the biggest in the brand’s history. We also have a new lifestyle photoshoot planned to capture the latest and greatest of the brand’s new range. And how could we forget the impending launch of their newest store situated at Essendon DFO!

Keep an eye peeled for upcoming Adriatic activity, and if your interest is piqued by anything mentioned here, don’t be afraid to give us a bark!

The post Adriatic Furniture | Birthday Sale Creative Concept & Strategic Thinking appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.

The first step in rolling out any campaign is the development of a promotion lock-up: something that is identifiable as Adriatic, but distinct enough to stand on its own. When you run multiple promotions over a period, there is always a concern that consumers may start to tune out the creative.  We work diligently to keep on file previous executions to avoid too similar an execution and often plan out months in advance to ensure there are no stark variations between promotions.

Next, the roll out of assets requires the identification of key products to be promoted. We typically work with the brand to identify products that would appeal to our target audience while also being mindful of stock levels and pricing. These products are then mapped out across the assets that are developed, with each placement having different specifications and requirements. From simple executions like billboards (which are heavily reliant on the lock-up) to more complex options (such as social media reels or BVOD TVCs), we are constantly monitoring what works and what could be improved to ensure maximum impact within our campaign.

For these campaigns, we use an integrated approach to reach consumers at all touchpoints of their journey. For example, our eDM strategy has evolved greatly over the 12 months of working with the client, constantly refining our creative and scheduling based on performance to identify an approach that makes the most sense. A challenge of any retailer in 2024 is the balance between eCommerce and instore sales. Email marketing can drive eCommerce sales dramatically but also encourages instore activity. As a result, we’ve trialled referral codes and other sales activations that allow us to better track performance from this channel.

And of course, the post-campaign reporting is so vital. Maintaining a contextual awareness around why a promotion worked (or didn’t work, as the case maybe) is critical, but also just pulling apart the raw figures and identifying opportunities for future improvement is so vital. We’re proud of the results we’ve achieved for the brand thus far and are keen to see how things will continue to improve into the future, particularly with EOFY, Black Friday and Boxing Day promotions coming up in the second half of the year.

The post Adriatic Furniture | Motion Recliner Sale appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.