Smithfield News & Blog

Date posted: 26 Feb 2019

Posted by: Smithfield

Post category: Blog

Date posted: 26 Feb 2019

Posted by: Smithfield

Post category: Blog

Media planning can deliver the results your business needs

By Garett Farrell, Planning Director, Smithfield

Every business has a mantra by which they operate.
At Smithfield ours is ‘Planning for Performance’. Whilst, it may look like a catchy piece of alliteration designed to adorn our Powerpoint decks with a raison d’etre, it is more than this. It is the core principles upon which our agency was founded and built.

If media planning is a dying art form, Smithfield is the cure. Our planning approach has proven so effective, we have doubled in size in less than a year, and more and more clients are turning to us to help improve their business performance.

What is Planning for Performance?

In short, it is the understanding of every factor that can affect your business leading to a media strategy that uses this insight to deliver better performance.

Each one of our staff members here is trained in the art of media planning, so before we even begin to look at budget allocation or media channels, we already have a firm understanding of your product, market, the competition and target audience.

Without these foundations in place, media plans often default to the cheapest channels – but would you not pay 10% more for a more effective channel that delivers 20% better results. It may seem glaringly obvious, but without doing the research, an insight like this can easily be overlooked.

The proof is in the pudding – using these principles we improved performance for a travel client of ours by 70%, and delivered an ROI of £13 for every £1 spent for an entertainment and leisure client (both case studies available upon request)

This begs the question if it is so effective, why isn’t everyone doing it? A recent article in Campaign (Feb 2019), ‘Media Planning is up for Grabs’ focuses on this issue. The media landscape has become so fragmented and complex that agencies are focused more on internal coordination instead of strategy, planning and ideas. The article also points to advertisers squeezing agency margins which has resulted in agencies using easily scalable products and services, usually digitally automated ones – thereby commoditizing a service that was never designed to be commoditized.

At Smithfield every single one of our clients, regardless of budget, has had our planning approach applied to their business, and as an independent agency not constrained by supplier deals, our media planning is always neutral and designed to deliver best performance for your business, never incentivised by financial kickbacks from media suppliers.

If you would like to meet us for a chat. Please email or call Patrick Woods on 0207 257 2600.

Date posted: 15 Sep 2018

Posted by: Smithfield

Post category: Blog

Date posted: 15 Sep 2018

Posted by: Smithfield

Post category: Blog

Opportunities Voice can bring to your brand

Andy Kinsey Head of SEO. Today 40% of adults make at least one voice search per day on their smartphone, and with ComScore predicting by 2020 over 50% of searches will be by voice, the trend is clear… but it isn’t just about mobile. Microsoft’s latest stats for Cortana show that it has 133 million monthly users, and 25% of these are on Desktop – that’s right, voice search on desktop. To add to this, 52% of voice activated speakers are in the living room with a further 22% in the kitchen according to Google, it’s clear these items are…
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Date posted: 16 Jul 2018

Posted by: Smithfield

Post category: News

Date posted: 16 Jul 2018

Posted by: Smithfield

Post category: News

Amazon have purchased the rights to show the Premier League. What does this mean to media?

American giant Amazon has broken the stranglehold of Sky and BT and announced its introduction into football with a package of 20 Premier League matches to be live-streamed solely from the Amazon Prime platform. While this might come as a surprise to football fans, the company saw off competition from the likes of YouTube, Twitter and Facebook for the right to broadcast these games. So, what does the news mean for consumers, advertisers, media planners and Amazon itself? The consumer factor This move into streaming services and exclusively online platforms has been a long time coming, with Amazon already holding…
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Date posted: 11 Jul 2018

Posted by: Smithfield

Post category: Blog

Date posted: 11 Jul 2018

Posted by: Smithfield

Post category: Blog

Five Top Misconceptions & Myths About Search

by Andy Kinsey and Stuart Hackett Head of SEO and Head of PPC, Smithfield. Search can be compared to the Chinese board game Go, which is known as the game that ‘takes a minute to learn and a lifetime to master’. It’s is a level playing field for all businesses and the smallest players can realise potential and steal market share through a solid approach to both paid and organic search. However, the backbone to deploying an effective search strategy is complex, multi-layered and constantly changing. Search requires PPC and SEO experts bringing best practice and a focus on constantly…
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Date posted: 17 May 2018

Posted by: Smithfield

Post category: Blog

Date posted: 17 May 2018

Posted by: Smithfield

Post category: Blog

Blowing away the Fog

Yes, the internet is a powerful marketing tool but its not the only one. TV has been the media King for over half a century, but it doesn’t work in isolation. Media has evolved. Adroit media plans take the best from each medium in whatever state it currently is and mould them into a successful media deployment. Dickens wrote for a weekly magazine and condensed his scribblings into a book at the end. Today he’d write for Eastenders and his Twitterings would be condensed into a bingeable box set consumed in 24 hours. Dickens “wrote” with quill and ink. When…
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