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Ideal World 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 2
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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 6
- 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) 7
- 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 8
- 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 9
- 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 11
- 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 12
- 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 13
- 14. 5 Ideal World Selling Principles 1) 2) 3) 4) 5) 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 14
- 15. • • • • • The Product The Story The Guests The Presenter The Offer 15
- 16. • Why Buy from Ideal World? • Why Buy now? • Why buy at this price? 16
- 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 18
- 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? 19
- 20. Ability to embed TV show into your own site / Youtube 20
- 21. 36pp Essentials brochure 24pp Jewellery brochure Show insert Event insert Welcome Pack TV Schedule Competition Sale insert 21
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- 23. MOIRA C Jerome Alexander Ready to Wear Plus many more……... 23