Your 5 Point Plan to Launching your first ever TV Campaign

Television advertising is experience a resurgence in demand. Follow these tips below to make your TV campaign work for you.

According to TV industry marketing body Thinkbox, 950 new or returning brands have launched ad campaigns on the small screen in the past two years. They range from Ann Summers and Rachel's Organic, which took their first steps onto TV in recent months, to Clintons and BonusPrint, back after seven and 25 years respectively.

At a time when the 'big TV ad' seemed to have given way to brands moving online with innovative digital creative, traditional media still has its place and is important.

The low cost of airtime is a critical factor, says Thinkbox managing director Tess Alps. 'The ability to build a campaign for less than 50,000 if you use digital channels, daytime and regional TV; greater flexibility from sponsorship and product placement; and TV's ability to drive search are all part of this movement,' she explains.

With marketing budgets under more scrutiny than ever, there remains key considerations for brands looking to make their small-screen debut.

Tell a clear story with impact

High street retailers say TV now makes sense for their brands because it has accelerated its store openings and been able to pass on more offers to customers through their retail outlets.

Meanwhile, card and gift retailer Clintons has returned to TV to promote Celebrity Fastcards - video messages delivered via mobile or email.

Its campaign, too, follows a wider brand-revitalisation programme, including revamped stores and the launch of a website 'placing personalisation at its core', says commercial director Brett Smith. 'These initiatives are part of a roadmap to modernising the brand.'

Establish achievable objectives

Don't spend millions if the campaign can't deliver commensurate results; similarly, don't expect €50,000 to buy you a 'John Lewis Christmas ad'.

Instead, ask whether €50,000 on TV will work harder than the same budget in another medium.

Costs and commitment

Don't do one burst of TV and then stop, advises Chris Locke, UK trading director at Starcom MediaVest. For Revlon, which returned to TV in 2010, the agency does four bursts a year and a special Christmas promotion. It says sales are up as a result, and TV is the 'heartbeat' of its marketing plan.

He also suggests that marketers should consider whether the second phase could be executed more efficiently via a mix of media channels such as radio and online.

Think TV 2.0

TV also benefits from distribution across devices. video on demand (VOD) is like another TV channel, extending the opportunity to see the advert. With iPads selling strongly, the key is to think "screen" not "TV".'

This means brands need ads tailored to different platforms. VOD pre-rolls are effective, but maybe just 15 seconds. You need a suite of visual assets that work everywhere from pub screens to mobile - and in silence.

Anticipate demand-side issues, facilitate activation

Integrate TV activity with your website and in-store promotions, prepare staff for increased enquiries and ensure sufficient stock control.

Source: Thinkbox. For more information visit www.thinkbox.tv