The Faith Agency was appointed to the Guardian business at a time when Chemist Warehouse was aggressively rolling out stores, cutting prices and taking market share from the ‘traditional’ pharmacy. With over 150 pharmacies within the group, Faith was tasked with the challenge of developing and then amplifying Guardian’s point of difference across its advertising and marketing program.

With the benefit of insightful research and Guardian’s history of caring for Australians for over 30 years, The Faith Agency established a new brand positioning based on what Guardian was being recognised for on a daily basis, across the network.

The brand promise of “Advice. Trust. Care.” was based on a truth. Something the Guardian team delivered to each customer, and something each customer valued Guardian for.

Dr Cindy Pan was a well-known advocate of Guardian. And as a well respected medical practitioner, media commentator and mother, Dr Cindy Pan became a Guardian brand ambassador who embodied a very clear connection to the values that Guardian and Australians felt important when it came to their health and wellbeing.

The advertising and communications program was comprehensive and continuous. Various channels, including television, catalogues, radio, promotions, digital platforms, in-store marketing, loyalty initiatives, and local area marketing, all played a crucial role in creating a focused and results-driven strategy. This approach helped Guardian Pharmacies to secure and maintain significant market share in a highly competitive retail environment.

To further reinforce and provide customers with a distinguishable brand promise, Guardian received awards from Roy Morgan and Canstar Blue for the highest levels of customer satisfaction amongst pharmacies.

The post Guardian Pharmacies appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.

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.