Property care is a highly competitive market driven by stress purchases. This means that, more so than other sectors, volume is key. With competition varying significantly across the country depending on local players, we needed to create an optimised plan that would make the most of hyper-local targeting.
On a monthly basis, we look at the performance of each ad in each publication or channel in each area and optimise the programme to maintain share of voice and maximise volume. By planning on a micro-scale but negotiating with the on and off-line publishers on a national scale, we’re able to reap the rewards of both.
Against a declining usage across certain channels we have increased lead volume by 20%. This has been made possible by migrating portions of budget from offline to online (we’ve seen an increase of 36% in calls originating from online ads) and used our negotiating power to drive down the overall cost of the programme. Optimising on this ongoing success, we’re working with Rentokil Initial to expand the great work we’ve done through new channels and new territories