Your Brand on TV - Ideal World TV Shopping Presentation

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2. • Founded over 25 years ago as a
mail order catalogue business
• Since 2000, ISD has developed
into a market leading multichannel retailer
• Ideal World is live 17 hours a day
(8am – 1am) and sells a wide
range of merchandise.
• Ideal Sourcing Ltd supplies
major UK retailers and
wholesalers with craft and
related products
• The company employs around
500 people, mainly at the
broadcasting and distribution
site in Peterborough, UK
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3. ...we do TV
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4. ...we do Web
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6. Entertaining
Reassurance = confidence
• TV programme option vs. the soaps
• Safe…escapism
• Undemanding = TV equivalent of easy listening
• Guarantee (even if used!)
• Demonstration (unique to TV shopping)
Informative
• Learn stuff
• Interesting engrossing
Unique Products
• Discover rather than sought
• Not available in the shops
• Ideas & inspiration
Love shopping
• Feeds the addiction
Mobility
• Limited options
• Safe
• Delivered to door
Tune in or out
• Relaxing – ‘me time’
• Less concentration
Good deal
• Satisfies the bargain hunter in them
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7. • Product is the key to stickability
• Interest in purchase
• Interest in watching
• Not available in the shops
• Ease of checking price via internet
also gives reassurance on the deal
• Comfortable in the idea of buying
virtually anything in terms of
product category
• Guarantee provides reassurance
(even if product has been used)
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8. Airtime Model
• Why Airtime Purchase (Advertisers)
– Control over product selection
– Partner pays for own shows (by the hour)
– Greater say in the branding and presentation
Partner Logo
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9. Airtime Model
• How does it work
– Production
• ISD provide all production and presentation
• Partner provides Guest Presenter
– Fulfilment
• Order capture and fulfilment can be provided by ISD
• Alternatively we can direct viewers to Partner web site / call centre
–
Purchase direct from Advertiser
– Lead Generation
• Can also provide Lead Generation
–
Thomas Sanderson/ Planet Cruise / benenden health
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10. Airtime Clients
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11. Ideal World
Timeslot
Ideal Extra
Airs on Freeview, Sky,
Freesat & Virgin
Repeat Channel
Air on Sky
Mon - Fri
Sat & Sun
Mon - Sun
£7,500
£10,000
£750
12:00 – 17:57 Afternoon
£7,500
£10,000
£1,000
18:00 – 19:57 Early Evening
£7,500
£10,000
£1,000
20:00 – 23:57 Evening
£10,000
£10,000
£1,000
£750
£750
£1,000
08:00 – 11:57
Morning
00:00 – 07:57 Overnight
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12. Airtime Costs
57 minute Live Show
£10,000 Fixed Fee
Airtime
Deal
or
£7,500 Fixed Fee
Plus £x per
Appointment
Booked
Pre - Show
Promotional
Video and
Creative Content
£1,500
Promo Played
out circa x 30
pre show
Parks Footage @
cost
Repeats
Ideal Extra
Minimum of 4
repeats @ £1,000
per repeat
(Appointments =
circa 30% -50% of
Live Show)
E Mail & Web Campaign
Circa 350,000 reach
Schedule & Newsletter E
Mails
Landing Page Products sold
via web and Call Centre
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13. • Over 2 million
customer
names
• 69% female
• Broad base
2010 Customers
800
700
Thousands
600
59%
500
400
41%
300
200
100
Total
• Over ¾ million
customers
shopped in 2012
• Over 310,000
were new last year
• Average age 50
• 2/3rds of customers
35 - 64
• 250,000 customer
names who are <34
• Highest
represented
group is C2
• Household
income of £2030K
• Suburban home
owners in smaller
houses
Repeat
New
Customers Customers
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14. 5 Ideal World Selling Principles
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2)
3)
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Demonstrate why your product provides a solution people can’t
do without
The people selling your product must be passionate & credible
advocates
Give people a reason to book an appointment today
Make the offer so compelling that people can’t say no
Create special sales events and tell people about the offer
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15. •
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•
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The Product
The Story
The Guests
The Presenter
The Offer
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16. • Why Buy from
Ideal World?
• Why Buy now?
• Why buy at this
price?
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17. Building Your Campaign
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18. Marketing your Shows
• Twice weekly E mail to
circa 350,000 active
customers
• Schedule with show dates
& Times
• Weekly Offers mailing
• Solus E mail to relevant
customers within category
• Social Media
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19. Marketing the Shows
• Web Feature
– Permanent presence in
Category tabs
• Link to recorded show
– Home page Banner on
day of show
– Search / Key Words
– Placement of show into
Partner Site?
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20. Ability to embed TV show into your own site / Youtube
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21. 36pp Essentials brochure
24pp Jewellery brochure
Show insert
Event insert
Welcome Pack
TV Schedule
Competition
Sale insert
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23. MOIRA C
Jerome Alexander
Ready to Wear
Plus many more……...
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