Smithfield News & Blog

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

Why Experience Counts

When I used to hear the words ‘In my experience…’ I groaned.  It felt to me like a default expression to mitigate for a lack of ability or knowledge.

The longer I worked in the media industry, the more I realised experience does really make a big difference.

You can read all the ad strategy books, study all the marketing theory, but without having that vital experience, your clients budgets might not work as hard as they would want or expect.

To put that in context consider the following:

  • The Travel Channel may seem like the perfect environment for a TV holiday advertiser – in reality it is cluttered and can be difficult to cut through. Also, the content is highly engaging which can distract from an advertisers message.
  • Daytime TV on ITV1 may deliver the audience profile an advertiser is trying to reach but it can be tricky to achieve an efficient cost per response on this channel due to the relatively higher media costs of buying ads here, and the large audiences it attracts – further pushing up the costs. The ad will need to work harder to generate response versus smaller less expensive TV stations
  • Print is still a trusted and credible environment for advertisers. Whilst newspaper circulations are published weekly, they fluctuate on a daily basis. An ad that may be priced the same on a normal Monday, versus a bank holiday Monday might do half the circulation. This is because many people go away on bank holidays and don’t buy their daily newspaper.
  • Across the plethora of outdoor formats which can often seem highly cost effective based on cost vs audience reach, tube card panels are one of the few outdoor media channels that can actually deliver cost efficient response – due to the low cost per panel and the high dwell time (the average tube journey is 12 mins). Also only 52% of the tube network is actually underground, thus responding to an advert by mobile phone is possible half the time we’re on the tube
  • Radio, is very cost efficient way of building cover quickly but it is also a tricky media channel to generate direct response from as most people listen to it when they’re concentrating on something else – usually driving.
  • Cinema is arguably the best experience an advertiser could hope for: big screens, surround sound, engaged audience, non-skippable ads. In reality it is a very expensive media channel, ad frequency is low (very few people go to the cinema more than once every quarter), response is restricted (we’re told to switch our phones off or face being ejected!), audiences are getting smarter at turning up in time for the movie and avoiding the ads.

At Smithfield, we have a senior leadership team. Between the 6 board members we have 130 years media experience. Whilst, clients don’t always insist that their account is handled by experienced senior staff, it is something we at Smithfield insist on as we understand the importance of it, and the effect it can have on producing a good plan versus producing the best plan.

I’ll leave you with one of my all time favourite quotes by the Irish rugby player Brian O’Driscoll; who once said ‘Wisdom is knowing that a tomato is a fruit; experience is not putting it in a fruit salad’.

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

The importance of radio in your media mix

As a graduate and a recent entrant into the world of media (I started at Smithfield 1 month ago), I was excited to be invited to spend a day at Radiocentre in London. Radiocentre is the industry body for commercial radio, operating over 300 radio stations across the UK. Here are a few highlights of the things I learnt: The first thing that really surprised me was the sheer volume of people who tune in to the radio every week. Growing up in the 90s I assumed that Spotify and other streaming platforms would have dwarfed radio listenership by now!…
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Date posted: 4 Jul 2019

Posted by: Andy Kinsey

Post category: Insights

Date posted: 4 Jul 2019

Posted by: Andy Kinsey

Post category: Insights

Building Your Local Search Presence

In our previous article you can see that location-based marketing needs full media integration to deliver growth. In this article we focus on local search and how it needs to work as a stand-alone tool to deliver continuous traffic to your website or local store. Whether you have one real-life location, 50 or even 1000, optimising your SEO strategy and website for multiple locations isn’t generally that easy. Ultimately, search engines are always changing algorithms, coupled with an ever-growing array of competition and it’s easy to see why growing a local search presence is difficult. However, with a little focus…
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Date posted: 4 Jul 2019

Posted by: Sarah Coften

Post category: Insights

Date posted: 4 Jul 2019

Posted by: Sarah Coften

Post category: Insights

Delivering a location-based campaign for a retail brand to restore growth and sales

The Challenge Recently we have been working with an established high street retailer operating in the food and drinks category. They were losing market share to their main competitors and came to us with the challenge to restore growth by increasing customers and like for like sales. Our Approach Going through our planning process, we identified that our clients’ customers are not particularly loyal. Through research, we also learnt that our client’s product is thought to be the most premium and best quality in the category. Our approach was to drive trial by using a strong offer advertised in close…
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Date posted: 1 Jul 2019

Posted by: Garett Farrell

Post category: News

Date posted: 1 Jul 2019

Posted by: Garett Farrell

Post category: News

The power of integrating location-based marketing

The power of integrating location-based marketing While mobile is undoubtedly fundamental in boosting location-based marketing, at Smithfield, when we mention it, we aren’t just talking about mobile, or how to navigate a store. We’re viewing it instead as a method of connecting consumers to brands and products at a local level. If you do a quick Google search, it soon becomes clear that the majority of articles about location-based marketing focus solely on mobile. That’s understandable given the figures already cited. However, in our view, adopting a mobile-only approach is a mistake because location-based marketing is at its most effective…
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