Despite having a media budget of over £2m, the feeling at Nisa was that the advertising simply wasn’t visible enough. Our challenge was to drive consumer and customer awareness of the strength and depth of the promotional offers available each week in Nisa stores across the UK and drive footfall/sales.
With no ‘agency deals’ driving the agenda, our unbiased approach to media planning highlighted clear areas where Nisa could reach more customers with their media budget. Lots more. By changing the national press title mix and planning TV into more cost-efficient channels, regions and periods we were able to deliver huge benefits and economies from the budget.
Our strategy delivered more than twice the audience reach in print media for a lower budget year on year.
We achieved a 13% improvement in affordable TV weight across the year, despite TV cost inflation.
By leveraging our excellent relationships with media suppliers we managed to deliver over £50k of free space and added value beyond the price savings delivered through re-negotiating the deals.
“Alchemy consistently deliver big improvements in price, value and audience reach from our media spend. They are hugely passionate about what they do and in delivering tangible results for us, and they’re great people to work with. I wouldn’t trust anyone else to manage my media budget.”
Ian Bishop, Marketing Director, Nisa Retail Ltd