Core audience of small to medium business owners.
We commissioned research that identified Sunday evening (in ‘relaxation mode’, visualising the week ahead) and early weekday evenings (audience in ‘get stuff done’ mode) as two key times of the week.
We used this new insight, alongside Touchpoints data, to
devise a cross-channel media approach using smartly planning, defendable weights on selected days of the week and day parts only. This took advantage of clear media moments when the audience’s receptivity would be higher and relevant to their business. Sunday newspapers tapped into subconscious thinking for the week ahead.
Sponsorship of Nick Ferrari’s breakfast show on LBC ‘the home of small business owners’ drove message frequency, reaching the audience in their am commute. Radio airtime and high-impact out-of-home reached a broader commuter audience.