1. “Low-cost” represents choice
Everyone accepts this today, willingly. Neither easyJet nor Ryanair hide their excellent but basic service. Such Challenger Brands are in fact hugely admired and appreciated for their revolutionary approach to real consumer needs, costs and value for money. Their efficiency and time-keeping records always put the major airlines in the shade too, so the core aim of getting somewhere fast beats most competition ! And for far less money. Regular, canny users are not disappointed because the rules of the game are known and those substantial savings made.
With TVLowCost, sacrifices are also made. No more automatic high-cost/high- wastage Terrestrial Peak airtime, for example. No more essential foreign shoots and extra days of expensive shooting [sound familiar ?]. No more famous actors used to help bolster weak creative ideas. No, everything we do is focussed on optimizing the Challenger Brand’s tangible product benefits, with optimal monies going into media. Like using latest-generation digital equipment to save time and money, especially with digital these days. Using sheer mouse to deliver More for Less on Shoots. You really can find clever ways of saving money whilst achieving the same quality strategic and creative end-results. But only if you can wear a “low-cost” hat throughout. That’s our focus. That, and getting results beyond best expectations. Oh, and we always get there quicker too : on-air 8 weeks from agreed Brief. Ok with you ?
2. Original and cannier solutions
The main point with successful “low-cost” business models is that they are tailor-made and so cannier... using only the necessary equipment... only those services required... only the essentials that consumers want to pay for. Everything organised tightly with no wastage. And only tight-fitting costs paid out, on time, and for precise purchases/uses and hours worked. On inspection, such “low-cost” operators have particularly sensitive skills because they couldn’t continue to run if their customers didn't return for more ? Agreed ?
3. "Low-cost" rarely exists in traditional "high cost" ad agencies
"Low-cost"? Anyone can find different ways of selling at less cost but you do need that motivation, and most agencies won’t even try. Why ? Because they are culturally “high-cost” and look to maximize margins. Not surprising perhaps with the huge costs of pitches alone leave alone winning only an average 1-in-4, on top of costly offices, high staff salaries and packages, often expensive car fleets still, and a general "high-living" attitude. All of which has to be paid for. That’s by you by the way - Clients. And your small Challenger Brand’s limited resources being hovered up by “high-cost” fees !
Agencies typically have their own agendas too with long time lengths and Awards ! Awards! Awards ! Always uppermost, and not always synched with your own business objectives. Production costs rocket subsequently despite the pressures of today's economic reality. Heads well and truly planted in the sand, too often. Not helped by "Mexican armies" of staff on your business, as one Client described it, when they just wanted a few seniors involved. Not all Clients can afford such high-rolling attitudes [and good luck to those that can] because their staffing, scale and lower experience level with Media make them more cautious. Happily, for all brands tip-toeing around TV for the first time there’s another way... TVLowCost. We guarantee we will punch hugely above weight, and generate results well beyond best expectations.