ideal world presentation
TRANSCRIPT
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Airtime Partnership& Business Development
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Business Overview
• Founded over 25 years ago as a mail order catalogue business
• Since 2000, ISD has developed into a market leading multi-channel 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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...we do TV
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...we do Web
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Reassurance = confidence• Guarantee (even if used!)• Demonstration (unique to TV shopping)
Tune in or out• Relaxing – ‘me time’• Less concentration
Love shopping• Feeds the addiction
Unique Products• Discover rather than sought• Not available in the shops• Ideas & inspiration
Mobility• Limited options• Safe• Delivered to door
Entertaining• TV programme option vs. the soaps• Safe…escapism• Undemanding = TV equivalent of easy listening
Informative• Learn stuff• Interesting
engrossing
Good deal• Satisfies the bargain hunter in them
Customer Research 2013 – Why TV Shop?
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• 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)
Customer Research 2012 – Product
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• 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
Airtime Model
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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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Airtime Clients
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Working with our Partners
Timeslot
Ideal WorldAirs on Freeview, Sky,
Freesat & Virgin
Ideal ExtraRepeat Channel
Air on Sky
Mon - Fri Sat & Sun Mon - Sun
08:00 – 11:57 Morning £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
00:00 – 07:57 Overnight £750 £750 £1,000
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Airtime Costs
57 minute Live Show
Pre - Show Promotional Video and Creative Content
RepeatsIdeal Extra
E Mail & Web CampaignCirca 350,000 reach
Airtime
Deal
£10,000 Fixed Fee
or
£7,500 Fixed Fee Plus £x per
Appointment Booked
£1,500 Promo Played out circa x 30
pre show
Parks Footage @ cost
Minimum of 4 repeats @ £1,000
per repeat(Appointments = circa 30% -50% of
Live Show)
Schedule & Newsletter E Mails
Landing Page Products sold
via web and Call Centre
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Our Customer database
• Over 2 million customer names
• 69% female• Broad base
• 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 £20-30K
• Suburban home owners in smaller houses
Tota
l
Repea
t Cus
tom
ers
New C
usto
mer
s -
100 200 300 400 500 600 700 800
59%
41%
2010 Customers
Th
ou
san
ds
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5 Ideal World Selling Principles
1) Demonstrate why your product provides a solution people can’t do without
2) The people selling your product must be passionate & credible advocates
3) Give people a reason to book an appointment today4) Make the offer so compelling that people can’t say no5) Create special sales events and tell people about the offer
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The Fundamentals
• The Product• The Story• The Guests• The Presenter• The Offer
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The Offer• Why Buy from
Ideal World?• Why Buy now?• Why buy at
this price?
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Building Your Campaign
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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
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• 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?
Marketing the Shows
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Ability to embed TV show into your own site / Youtube
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Leaflets & Parcel Inserts
TV Schedule
24pp Jewellery brochure
Welcome Pack
Event insert CompetitionSale insert
36pp Essentials brochure
Show insert
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Ready to Wear
MOIRA CJerome Alexander
Plus many more……...23