1. “Low-cost” represents choice
Everyone accepts this today, willingly. Neither easyJet nor Ryanair hide their use of secondary airports and giving an excellent but basic service. Such Challenger Brands are in fact hugely admired and appreciated for their revolutionary approach to real consumer needs, costs and value for money. Their efficiency and time-keeping records always put the major airlines in the shade too, so the core aim of getting somewhere fast beats most competition! And for far less money. Regular, canny users are not disappointed because the rules of the game are known and those substantial savings made.
With TVLowCost, sacrifices are also made : no more automatic, huge cost/high wastage Terrestrial Peak airtime ... no more forced participation in Agency/Station Deals which only favour hi-spending brands [and agency coffers] ... no more essential foreign shoot and extra days of expensive shooting [familiar?] ... no more “must be filmed on 35 mm, dahling” ... no more famous actors used to help bolster weak creative ideas. Sorry about all that. No, everything we do is focussed on optimizing the Challenger Brand’s tangible product benefits [basing TV on imagery only with small SOV is a recipe for disaster] ... finding clever “low-cost” ways of saving money whilst achieving the same quality strategic and creative end-results ... minimizing fees/costs across the board ... maximizing spend in the media ... selling the brand to the Trade and Consumers ... and then consistently delivering Results beyond Best Expectations. That’s our focus. Oh, and we always get there quicker and on time too: on-air 8 weeks from agreed Brief. Ok with you?
2. Original and cannier solutions
The main point with successful “low-cost” business models is their tailor-made and cannier approach to each job ... using only the necessary equipment ... only those services required ... only the essentials that consumers want to pay for. Everything organised tightly with no wastage. And only fitting costs paid out, on time, and for precise purchases/uses and hours worked. On inspection, such “low-cost” operators have particularly sensitive skills because they couldn’t continue to run if their customers didn't return for more? Agreed?
3. "Low-cost" rarely exists in trad ad agencies
"Low-cost"? Anyone can find different ways of selling at less/more efficient cost but you do need that will-power, and most agencies won’t even try. Why? Because most are culturally “high-cost” and look to maximize margins; not surprising with the huge costs of winning only an average 1-in-4 pitches, costly offices/HQs, costly staffing and packages, often expensive fleets still and a general "high-living" attitude that all has to be paid for. Even today. That’s by you by the way, and too often your small Challenger Brand on limited rations. "High-fees" hoover lots of them up!
Agencies typically have their own agendas too with long timelengths and Awards! Awards! Awards! uppermost. Production costs rocket subsequently despite the pressures of today's economic reality. Heads well and truly planted in the sand, too often. Not helped by "Mexican Armies" of staff on their business, as one Client described it, when they just wanted a few seniors involved, in-depth! But not all Clients can afford such high-rolling attitudes [and good luck to those that can] since their staffing, scale and lower experience with Media generally make them more cautious. Happily, for all brands tip-toeing around TV for the first time or perhaps some lapsed ones returning, there’s another way ... TVLowCost. We guarantee we will punch hugely above weight, and generate Results well beyond your best expectations. Currently, we average a stunning +29% Sales from our £270k All-in "Challenger" Package.