Smithfield News & Blog

Date posted: 28 May 2020

Posted by: Andy Kinsey

Post category: Uncategorized

Date posted: 28 May 2020

Posted by: Andy Kinsey

Post category: Uncategorized

Time is running out to test TV

A few days ago Boris announced that in the coming days, retailers can open their stores again, and the British public can start to have BBQs and garden parties. This means we are starting to pull out of lockdown – news that will be met by most people as a cause of celebration – the initial sheen of video call quizzes and staying in your PJs all day is beginning to wear thin!

This also means that the TV market will start to return to normal in the coming weeks. Professional daytime audiences will start to diminish as workers go back to the office, advertiser demand will return, and prices will go back to where we expect them to be – at least in the short term. This is great news if you own a TV sales-house, but perhaps not so great if you are an advertiser. Advertisers have had a once-in-a -lifetime chance in the last few months, and the remaining weeks of the lockdown to test being on TV. It’s as cheap as it will ever be. Some TV sales houses (the smarter ones) are even doing revenue share deals, whereby the advertiser pays no money up front for airtime, but agrees to share a percentage of their profits as they come in (the percentage agreed by both parties at a level they are both comfortable with).

At Smithfield, we’ve managed to get 6 new advertisers on TV in this period – advertisers who have never been on TV before but want to test the power of the medium. Some of these advertisers are household names, and the results they’ve had have been fantastic in terms of return on investment. Don’t be put off by the thought of extortionate creative costs either; most of their TV ads have been made for less than £15k.

So what are you waiting for….just give me a call today, Garett on 07539 729 732 and I’ll talk to you about how you can get on TV quickly.

Date posted: 22 May 2020

Posted by: Kojo Achampong

Post category: Insights

Date posted: 22 May 2020

Posted by: Kojo Achampong

Post category: Insights

How to best use paid search during lockdown and beyond

What should be your starting point be for turning Paid Search back on and ramping up visibility again in search engines as we come out of lockdown? As you may have read here it’s important that your Share of Voice (SOV) doesn’t dip below your Share of Market (SOM) if you want to sustain your position in the market among your competitive set. This is true across all advertising channels including search engines. While we should all be looking to optimise our visibility in search engines across organic listings for medium and long terms results and paid search should be…
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Date posted: 20 May 2020

Posted by: Kate Brinkley

Post category: Insights

Date posted: 20 May 2020

Posted by: Kate Brinkley

Post category: Insights

Don’t consider your marketing and advertising in isolation

All advertising and marketing activity is built up of multiple, interrelated factors. Understanding the relationship between factors is key to success especially in times where investment is being more scrutinised then ever before and there is no room for error. Share of Voice and Messaging Why is SoV so important? Historically SoV has been proven to directly contribute to a brand potential to grow market share. Essentially if a brands SoV is greater than the SoM then brands can grow. SoV continues to be key for growth in market share. In fact the correlation between SoV and SoM have grown…
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Date posted: 13 May 2020

Posted by: Sarah Coften

Post category: Insights

Date posted: 13 May 2020

Posted by: Sarah Coften

Post category: Insights

No Stopping Google Updates. No Pause for Search Algorithms in a Pandemic.

On 4 May 2020 Google announced they were releasing a broad core algorithm update, as they do several times a year. The ‘May 2020 Core Update’ as it was snappily named, was rolled out and is affecting our Google search rankings as we speak. They estimate at least two weeks for the update to complete and any impact on search rankings to be more apparent.   Google’s core algorithm updates are designed to make search engines more useful and usable for their end users. They are not designed to be punitive but to reward sites that have better content and usability…
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Date posted: 21 Apr 2020

Posted by: Sarah Coften

Post category: Insights

Date posted: 21 Apr 2020

Posted by: Sarah Coften

Post category: Insights

What is the role of marketing and communications in a global crisis and how does advertising fit in?

Business leaders and those of us in the marketing and advertising profession are under a lot of pressure to steer the tiller now and in the months ahead. Navigating our way out of the global crisis presented by Covid-19, is taking us all into uncharted waters and back to the drawing board. To get through this we must make use of hard lessons and precedents set from times gone by. This is the time to remain resolute and remember the fundamentals of our core purpose and function: Awareness of who we are and effectively communicate our core values among our…
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