TV Adverts increased traffic
During September 2015, the NZCAR ran a TV campaign to see if it increased awareness of our service.
Mediaworks were extreme kind and offered to match our advertising budget dollar for dollar with a promise to try and squeeze in more ads where possible. For our $10,000 investment we were promised just over $22,000 worth of air time. However thanks to their generosity, we actuually received over $47,000 worth of air time in 153 spots. While we chose an off-peak campaign to keep costs down, our ads were in fact played at a variety of times including peak times and in key programmes. The NZCAR would not have been able to afford to run a campaign like this so many thanks to Mediaworks, and their extemely supportive agent Jeannie Stirling.
The production cost of the ad, including images, voices, production, editing, approval and submission was all met by Animal Register Limited to further reduce costs to the NZCAR.
Did it work?
During the month we have had quite a lot of feedback through the office with a noticeable increase in people calling to update contact details and ask about the register. The website also recorded a significant jump (almost 10% increase) in figures for unique visitors and hits for the month. Based on an average of the previous four months the increase was 8.2% for unique visits and 9.5% for hits. Given that October is usually one of the quieter months in the pet cycle, the increase is very pleasing.
Just to explain terminology, a unique visitor is a unique IP address within a given timeframe. So for example most organisations will have a unique IP and if everyone there visited the site at the same time it would only record as one unique visitor. A hit is a completed file download and on any given page of the site there are a number of files including html, jpegs etc. Also our stats are sourced from our web server and due to the older package they provide it does not record all mobile access or database activity which could increase the numbers significantly. Our new platform records all stats and we will be able to use these in future reports.
Overall while this was a huge cost (the largest sum spent on promotion so far), I think it has proved worthwhile and helped make our 8th anniversary milestones more memorable.