TVLowCost… the brains you need to survive in this crisis !

TVLowCost, the brains you need !

If your brand wants to survive to this recession, you should bring with you some perfectly adapted brains : those of TVLowCost teams around the world, for example !

In 2009, brands will discover that there is an affordable approach of TV advertising : the “all inclusive TV packs” from TVLowCost

 

2009 will see the “Low Cost Attitude” expand among advertisers… and TVLowCost will be there to implement it on TV advertising !
We said many times that our model was the perfect answer to Recession times.

Advertisers are discovering every day that their traditional “high cost” ad’ agencies are unable to reduce their costs seriously to help them in the cost cutting era…

Our agency is born from the crisis and we demonstrate that television advertising can really become affordable, thanks to our unique method and our “All Inclusive TV packs” in each market where we are present.
So if you want to GET MORE FOR LESS in TV advertising, why not paying a visit to our agency in your country ?

The difference between « high cost » ad’ agencies and TVLowCost ? With us no bad surprise on your advertising budget!

 The difference between « high cost » ad’ agencies and TVLowCost ? With us no bad surprise on your advertising budget!

Are you tired by the outrageous prices of your “high cost” advertising agency ?
Why not considering working with our TVLowCost agency in your country ?
The only surprise you will face is … NO BAD SURPRISE! Surprising, no ?

Are you looking for “a recession times advertising agency expert”? Or “a low-cost TV advertising agency”? Or to “cheap TV spots”? Or “affordable TV advertising”? Or ”discount TV spots”? Whatever you call this, TVLowCost, the 1st Low-Cost TV agency network is THE PERFECT ANSWER !

The answer is TVLowCost

Are you looking for “a recession times advertising agency expert”?  Or “a  low-cost TV advertising agency”?  Or to “cheap TV spots”?  Or “affordable TV advertising”? Or  ”discount TV spots”?  Whatever you call this, TVLowCost, the 1st Low-Cost TV agency network is THE PERFECT ANSWER !

 

Launched 4 years ago our unique agency network extends rapidly, we are already based in 11 countries and new ones will join us in the next future. You may ask yourself why? Simply because we bring affordable TV advertising solutions to advertisers willing to reduce the costs of their advertising effort in the very difficult times our economies are facing since a few years… and the worse is probably to come.
Traditional “high cost” advertising agency competitors are unable to reduce spectacularly their costs when brands need more than ever to promote themselves at the lowest possible cost!
Traditional “high cost” advertising agencies continue to believe that a splendid headquarters is important to seduce clients, when it is probably the contrary.
Traditional “high cost” advertising agencies continue to shoot expensive and complicated TV commercials in exotic locations in order to win creative awards, when clients need TV ads that sell.
Traditional “high cost” advertising agencies have not perceived yet the intensity of the competition on which their clients are nowadays. Recession is everywhere and advertisers are obliged to reduce their costs everywhere, including on their marketing expenses, no discussion. It’s time for them to change their advertising partners and discover that TVLowCost can do “MORE FOR LESS” and help them grow in this very tough period!

Recession ? Recession ! Recession… TVLowCost is the right medicine for your brand!

Doctor TVLowCost

 

Recession ? Recession ! Recession… TVLowCost is the right medicine for your brand!

Recession is a popular descriptor recently, right? And not a single days goes by without hearing it many times. As Advertisers cut their budgets … they compound their difficulties.
With no advertising, how are consumers meant to make the best choices?  At TVLowCost, we believe we have just the right medicine for your brand: optimising the most powerful medium – TV – whilst actually reducing your budget!
Our unique ” All-Inclusive TV Package” enables you to reduce your ad budget by 3-4 times BUT still be present on Nat TV with a powerful and creative presence. In the 11 markets where we are established, TVLowCost proves every day that it is possible to “Get more for less” even with a reduced budget. But naturally you need to understand just how we achieve this. Check our various webs out and judge the creativity of our many TV Campaigns. Then call our local CEO and he will explain specifically how we can pro-actively help your Company side-step this difficult period. Prepare to be convinced!

Why is TVLowCost so well adapted to the “cost cutting” era? Because TVLowCost’ s unique approach : “GET MORE FOR LESS”, allows brands to increase their market share while spending less in TV advertising.

Why is TVLowCost so well adapted to the “cost cutting” era? Because TVLowCost’ s unique approach : “GET MORE FOR LESS”, allows brands to increase their market share while spending less in TV advertising.

Since a few weeks every “ADVERTISING AGE” issue announces advertising cost cuttings by the largest global advertisers. In the 4th of august 2008 magazine, they report the impressive decrease of marketing expenditures made by some giants in the last quarter. Procter & Gamble : – 19, 4%, Johson & Johson : – 8,6%, L’Oréal : – 6,6%, Unilever : -4,1%…

According to the journalists : “The pullbacks come as the marketers grapple with rising commodity costs, big price increases, rising private label sales and consumers who’ve been spending less. Unilever executives last week described the U.S. market as essentially flat.
A study by PriceWaterhouseCoopers for the Grocery Manufacturers of America showed the percentage of package-goods players whose North American sales were shrinking as a share of their total rose to 41% in the fourth quarter from only 6% in the first quarter of last year.”

It is now absolutely evident that a vast majority of advertisers are starting to reduce their costs to adapt themselves to the difficult market environment.
It is also evident that cutting advertising is not a good solution for the future of their brands, they know that perfectly, but they believe that there is no other solution in front of a “Recession” that could stay for a long period.

In the same AD AGE issue, Credit Suisse analyst Robert Moskow says. “When a company says it is going to meet its fourth-quarter estimate by cutting marketing spending and laying off 300 people in North America, we take it as a bad sign,”.

Advertisers should take a first decision : abandon their current “high cost” advertising partners and switch to TVLowCost.

Our unique “All Inclusive TV Packs” is the best answer advertisers can find, in order to reduce their
advertising costs AND increase in the same time their media visibility in the most efficient media: national television!
All the marketers know the efficiency of TV advertising, but they have been, for decades, “manipulated” by high cost advertising agencies and high cost media agencies who have made everything very expensive.

The result?

National TV has become a “luxury”. And when things are going badly, one cuts the “luxury”… At TVLowCost, all the contrary, we believe that national TV can be, and MUST be, the most affordable advertising for every advertiser. And we have built a completely new and different approach, in order to “cut the costs” of TV advertising!

Why not meeting the CEO of our TVLowCost agency in your country, you will rapidly discover that with TVLowCost, you can, in the same time, reduce your advertising expenditures and increase your marketing efficiency.

Sounds impossible? Give us a call…and make your own opinion!

TVLowCost enters US market. Offers A Powerful New Television Advertising Alternative For Cost-Conscious Marketers

New York, NY— August 4, 2008  PRESS RELEASE

TVLowCost ENTERS US MARKET
Offers A Powerful New Television Advertising Alternative For Cost-Conscious Marketers the first independently owned, low cost, quality television advertising network announced today the launch of TVLowCost in the United States, expanding its network to eleven countries throughout the world. In a downturn economy threatened daily by recession, TVLowCost has made television advertising exciting and affordable to its clients through a unique streamlined targeted approach.

TVLowCost,

TVLowCost USA will offer it’s internationally known, highly successful, All Inclusive TV Pack to US companies. The All Inclusive TV Pack offers the security of a low fixed price of $500,000 for an entire television advertising campaign, and not a single penny more. Through the All Inclusive TV Pack companies are finally able to get more for less.
The all inclusive package includes creative development, research, national advertising media, and the complete production of several commercials. TVLowCost has perfected this approach internationally creating advertising campaigns for such companies as Heinz, Wrangler, Bose, Bayer, Bristol-Myers Squibb and Unilever. 
“We are excited to introduce our low cost television advertising approach to the United States,” stated Jean-Paul Tréguer, CEO and Founder of the TVLowCost International network, which was launched in Paris, October 2004. “Bloated ad budgets are the first thing companies ‘cut’ in a strained economy.  We offer companies an alternative advertising process infused with quality, speed, efficiency, and value that reach their target audiences.
TVLowCost pulls together the best business building attributes of a TV ad campaign, eliminating the excess cost usually associated with traditional High-Cost agencies, while maximizing audience impressions through our unique process.”
TVLowCost creates targeted campaigns, answering the continually changing needs of clients without the itemized add-ons common with other agencies. This is done through its comprehensive, all-inclusive platform which has been perfected through its unique process. TVLowCost works with clients on a project basis, and because of this there is no need to change current agency arrangements.
“Companies have a real need for a low-cost way to reap the benefits of television advertising,” stated Jim Lurie, President, TVLowCost USA. “Similar to how Southwest Airlines, Costco and Amazon.com developed new disruptive business models, TVLowCost revolutionized an
old business model and delivers high-quality, indisputable value and low-cost to advertisers.”

About TVLowCost
TVLowCost is the first independently owned, low cost, quality television advertising network. The company has an international network of more than 110
clients including Heinz, Wrangler, Bose, Ricoh, Daihatsu, Bayer, Bristol-Myers Squibb, and Unilever.
With 200 employees located in offices throughout the world, TVLowCost creates targeted television advertising campaigns through a unique streamlined approach.

TVLowCost’s All Inclusive TV Pack offers the security of one low fixed price for a television advertising campaign, and not a single penny more. The all inclusive package, costing $500,000.00 in the U.S. includes creative development, research, national advertising media, and the complete production of several commercials.

The TVLowCost network is currently available in 11 countries across the world, including Australia, Belgium, Canada, England, France, Germany, Italy, New Zealand, Spain, Sweden, and most recently the United States of America.

Please visit the TVLowCost Blog at http://tvlowcostusa.wordpress.com/ . 

Media Contact:
Jim Lurie, President
TVLowCost USA
(646) 839-6239
jlurie@tvlowcostusa.com

If you stop advertising during Recession, the risks are high to kill your brand. There is an alternative strategy : adopt TVLowCost “All inclusive TV Pack”…

If you stop advertising during Recession, the risks are high to kill your brand. There is an alternative strategy : adopt TVLowCost “All inclusive TV Pack”… will easily demonstrate you that our unique approach of TV advertising will help your brand being seen on TV for less money you can imagine. Our “All Inclusive TV Pack” contains : the creative development + the shooting of several commercials + a consumer pretesting + IPSOS barometer + media planning and media buying on national TV channels with a high level of GRP’s.
Have a look at our international web site and contact our local CEO in one of the 11 countries where we are established…You will discover that you can “accelerate” during recession times while reducing your marketing expenditures. Interesting perspective, no ?

TVLowCost

Cost Cutting is nowadays reality. BREAK THE RULES…with TVLowCost you cut marketing budgets, while ameliorating the efficiency of your TV advertising.

Cost Cutting is nowadays reality. BREAK THE RULES…with TVLowCost you cut marketing budgets, while ameliorating the efficiency of your TV advertising.

Not a single day without reading or hearing that companies are reducing their marketing expenditures, it’s today’s reality and it is highly probable that it will stay like that for a few months…or more.

This is a major opportunity for advertisers to BREAK THE RULES !
It’s when one has “no choice” that one will find new and original solutions, it has always been like that since centuries. It’s the ideal moment to see “what’s new” in the advertising world, it’s the moment to identify new partners who will help your company face this difficult period.

One thing is sure : you cannot do new things with old methods and old advertising partners inside old advertising agency organisations !

TVLowCost is the first and only TV advertising specialist that has adopted the low cost concept for qualitative “tailor made” television campaigns. We bring to advertisers a completely new and fresh approach of television advertising that really cuts the overall costs of developing a TV campaign. We claim and demonstrate in the eleven countries where TVLowCost is established that we make TV advertising affordable, at last.

So if you are a bit “stressed” by the necessity to cut your advertising budget, “de-stress” yourself, we have plenty of arguments that will show you that with a reduced marketing budget you will be much more efficient than with your previous “high cost” advertising agency ! Have a look at our international web site and call our local CEO, he will reassure you completely!

AUSTERITY, RECESSION… it’s time to quit your “HIGH COST” advertising agencies and see how TVLowCost can transform TV advertising in a very affordable media !

 

Are you really sure that there are only bad news in this period ?
Are you really sure that the situation is so negative ?
Are you really sure that the only sound thing to do is to keep your current advertising partners ?

Nobody can be happy about the alarming news we read and hear everywhere, for sure, but let us be positive : it is an excellent excuse to become more “creative and open minded” !

When times are difficult, it is the right moment to identify new solutions to cope with them and decide to accelerate when the vast majority of the other brands will start slowing down.

 

TVLowCost constitutes probably one of the best answers you can find to defend your brand in austerity times, just because we are there to give you MORE FOR LESS…

If you are considering reducing your advertising expenditures, why not studying our approach of TV advertising ?
Why not spending an hour or two with our managers in your country to hear what they can do for your brand ?
If in the last 3 years and a half a little more than 110 advertisers have joined the different TVLowCost offices around the world to benefit from our unique cost-saving method, more than 450 TV commercials have been shot, do you think that this is just because we are “lucky” …

We, at TVLowCost believe that the costs of TV advertising can be drastically diminished in order to help brands defend their market shares with reduced budgets. We believe in this and we prove that it works !

Ask yourself why brands such as HEINZ, UNILEVER, WRANGLER, BOSE, GOODYEAR, MILTON, RICOH and many others… have chosen us, they must have understood something special about us, no ?

TVLowCost accelerates! Our group opens its 10th subsidiary: TVLowCost USA, based in New York and managed by JIM LURIE. TV advertising becomes affordable in USA, at last !

TVLowCost accelerates! Our group opens its 10th subsidiary: TVLowCost USA, based in New York and managed by JIM LURIE. TV advertising becomes affordable in USA, at last !

The American agency, which employs already 10 co-workers, adopts the same method «to make TV advertising affordable, at last “  in the United States.
Have a look at our USA Blog

Since our foundation, we considered international by opening subsidiaries in Germany, UK, Belgium, Italy, Spain, Sweden, Canada, Australia and New Zealand, where they meet the same success demonstrating that  we can be ” low cost and high quality ” at the same moment.
In every country, our ” all inclusive TV Packs “ includes : 1 ° the creation, 2 ° the shooting of a saga of TV spots, 3 ° the consumer pre-test, 4 ° brand awareness barometer by IPSOS, 5 ° the media planning and media buying for a solid national campaign.

to know more about our network : TVLowCost International

The TRADE Squeeze: TVLowCost frees your Brand from its ‘circular’, monotonous and predictable life!

“Low-cost” TV from TVLowCost makes TV AFFORDABLE to Challenger Brands. Why spend FORTUNES on non-TV Media when your Brand can enjoy the full benefits of TV for LESS THAN YOU CAN IMAGINE ? AND the Trade will love you …!

FMCG Brands and their Owners are on a continuous cycle of Trade Support that’s increasingly dominating Brand Budgets. And putting the squeeze on advertising and promotional spend.  Invariably it’s advertising that gets pulled because of its high cost in order to maintain profitability of the brand.

Winning the game … it’s cat and mouse with the powerful Grocery groups. Play the game … or risk not having a market for your products. Don’t support your Brand and risk poorer Distribution, adverse shelf positions or even worse, de-listing. And let’s be honest, the Trade ONLY get excited about TV advertising, right? Forget protestations that Mags/Print plus some posters around their Stores, oh and some online will fire up any Multiple Buyer! This harsh reality becomes even more vital for smaller Challenger Brands struggling on tight budgets.

If this sounds familiar… and you want to break out – CHANGE GEAR – and have your Brand supported on TV, then TVLowCost is the solution. We have made TV affordable. At last. And pioneered the Best Value all-in TV Package in every market where we are established.

TVLowCost has created complete V package … you will be on-air 8 weeks from agreed Brief, with an average 4 commercials pre-Tested and an Omnibus included too; full TV Shoot of course with all post-editing and running costs; AND a fully tailored Peak/Off-Peak National TV Schedule geared precisely to your Brand’s Target Audience. And punching hugely above its weight.

RESULTS! RESULTS! … we are getting our Clients remarkable Results in each of the markets where we are, just ask us. Here are some exmpales from UK : Milton earned +30% Sales across their range with +32% extra Distribution on top. Sudocrem +21% plus + the same for Distribution. Milton has rebooked follow-up TV bursts for both the UK and now abroad … as separately has Sudocrem, now on its 3rd burst in 15 months! Both Brands on higher spends after proving campaign efficacies,  both having been off TV for a decade or more. We are talking serious net business gains here, and ££payback. Plus exceptional Distribution gains. And their Housewife+Kids targeting will be pretty similar to your own?

Next step?… contact us and see our robust, Results-orientated presentation. And be prepared to be convinced – this is all possible, as 85 Projects and over 420 commercials from our Network have shown. Your own Brand will not look over its shoulder again. So don’t finalise your 08/09 Brand Plans without considering TVLowCost. Hope to hear from you. Thanks and regards.

Advertisers, do not panic ! In TV advertising , the economic approach of TVLowCost allows to restore the ” Marketing Purchasing Power ” of companies.

Advertisers, do not panic ! The generalization of the tensions on the costs obliges companies to question all their previous ways of management. In TV advertising , the economic approach of TVLowCost allows to restore  the ” Marketing Purchasing Power ” of companies.

When TVLowCost opened its doors, three and a half years ago, the advertising industry roared and declared in a peremptory and definitive way : ” this will never work! ” The argumentation developed in a certain number of interviews by the big bosses of traditional advertising agencies, demonstrated that the cost of the ” All inclusive TV Pack for 250 000 euros” was simply ridiculous and impossible … 

It is true that the advertising  industry  is always strangely traditionalist and conformist!

Our intuition was right : numerous companies did not go to television, simply because the “ticket of entry “ was inaccessible for them. Today, the inflationary pressure that every company undergoes on its costs of supply, the spectacular rise of the weight of the distribution, the emergence of delocalized competitors, all this encourage companies to re-study from top to bottom their structures of costs.

Today’s name of the game is : “savings”! Today is the time to work with the only TV agency specialist of savings : TVLowCost!

With regard to this new context, it is cristal clear that the traditional ” high cost ” advertising agencies are very badly adapted to the new economic environment. It is not so easy to pass from a model to the other one … 

That’s why, among others reason, TVLowCost knows such a success with all the typologies of advertisers, because we allow each of them to reduce their marketing costs in a important way. By reducing the costs of TV advertising we allow our clients to improve their overall profitability, and this is very useful nowadays!

Adopt the “Low Cost Attitude” to create your next TV advertising. Making your tv campaigns affordable and efficient is the mission N°1 of TVLowCost.

Why « democratising » television advertising is a top priority for brands everywhere in the world ?

Because TV it is the most efficient medium.

It is television that makes certain brands world famous, such as Coca-Cola, Pepsico, l’Oréal or the products from Procter & Gamble, Unilever, Henkel, …  Television is the perfect impact medium. In 2008 television is watched by the general public all over the world on an  average of more than 3h30 everyday. 

73% of our free time is spent watching television ! In just a few days a brand can be shown to millions of potential clients.  Early in the morning or even in the middle of the night or at 3 o’clock in the afternoon, there are hundreds of thousands of viewers watching TV programs.  To apply « Low Cost » to television advertising is to democratise it and make it available to all advertisers who need it to build their reputation and boost their sales to defend their position in the market.
The « TVLowCost All-included Packs » : a Revolution that meets the needs of advertisers everywhere.

For 250 000 €, 100 000 € or 200 000 £, according to the countries where we are established, TVLowCost agencies allow advertisers to broadcast a minimum 100 TV commercials on national televisions contacting millions of consumers with high level of repetition !  Knowing that usually this is just the cost of producing the ad .

Let me give you an example : in 2008 the average budget to produce a TV spot in France is 250 000 €. 250 000 € is also the cost of 3 TV spots of 30 seconds at 8 o’clock PM in the evening on the main channels in the different markets.… Compare for yourself : ask to your HIGH COST agency how much it would cost to produce and broadcast an advertising campaign in comparable conditions…

Is low cost Tv a cheap and low quality TV advertising ?

The spots proposed by TVLowCost are real television commercials, it has nothing to do with “home shopping spots” or certain cheap TV commercials that can be found on cable television channels.  There is no worry either of ‘outdated’ advertising messages which could be dangerous for the brand image. 

Our TV commercials are shot by very demanding and experienced directors.  The “TVLowCost All-included packs” have demonstrated in every market the efficiency of short formats, such as 12, 10 or even 8 seconds. Is a 10 or 8 second TV spot too short ?  Not that short : at a normal pace of 3 words a second you can say between 24 to 30 words.  Whereas billboards work with only four or five words.

A 8 or 10 second spot will “get to the point”, it is a guarantee to concentrate on the essential, the famous « USP” Unique Selling Proposition ». Short means less expensive and more television commercials broadcasted, thus the brand has more possibilities to repeat its message to the consumers. Never forget that …

REPETITION CREATES REPUTATION !

The ideal solution for challengers or secondary brands belonging to global companies. TVLowCost « democratises » TV advertising by giving access to the “king of the medias” to advertisers who do not have huge marketing budgets. 

2 types of advertisers are particularly concerned : small businesses and challenger brands who need television to “boost” their consumer demand otherwise they risk to be « ejected » from the retailers.  And large global groups who cannot support each of their local brands with large media expenditures.  Instead of focussing exclusively on promotion to support their secondary brands, they can keep up their brand awareness and top of mind presence thanks to TV. 

Nowadays, all over the world, many advertisers have to reduce their advertising budget to “absorb the shock” of the dropping prices. With TVLowCost, these brands are able to continue their appearances on television.

By reducing the necessary budgets to go on TV drastically (by 4 to 5 times what advertisers usually pay), TVLowCost offers a credible solution for thousands of advertisers exhausted by the relationship with their traditional HIGH COST ad agencies!

The success of TVLowCost internationally is due to the fact that we make TV advertising affordable in every country where we are.

Launched 3 years and a half ago in PARIS (october the 1st 2004), our network is now present in 9 countries with subsidiaries launched with local entrepreneurs joining us. They own 65% of the capital of the local agency, and we own centrally 35%. This is the best way to have solid native managers in each market with a perfect dedication to make TVLowCost succesful in each market!

TVLowCost agencies are currently in France, UK, Germany, Spain, Italy, Belgium, Canada, Australia and NZ! We work for 80 brands and have shot 420 TV commercials in just 3 years and a half…

Our book “LowCost Attitude” is being translated in many languages in order to share our philosophy with clients and prospects. We demonstrate every day that our “Low Cost Attitude” approach is more and more shared by marketing managers allover the world. Companies are under pressure in every country to save money and improve their ROI on their advertising campaigns. The “High Cost” traditional ad agencies are unable to answer this need, they are too “rich”, too “superficial”, being obsessed by creative Awards and not by obtaining visible results for their clients.

A new generation of ad’ agency is waited everywhere, we have the pretention to believe we answer perfectly to this need! Have a look at our web site.

Yes, TV advertising is efficient… but in Prime Time : “too much is too much”!

I regularly read articles where people complain about TV advertising growing inefficiency. And they tend to “condamn” TV in whole. I think that those people are mostly wrong to condamn the media in itself. The issue is not a supposed growing desinterest of the consumers in front of television advertising, the issue is that all the ad agencies and media agencies continue to exclusively recomend to their clients to go on Prime Time for their communication. And this is wrong, for sure!

Who can believe that consumers are fascinated by the constant “carpet bombing” of ads they have to watch during the evenings ? Who can imagine that a 10 minutes slots with 20 or more different ads followed 15 minutes by another 10 minutes slot, followed 15 minutes after by … can be efficient any more ?

The problem of TV advertising is not that it has lost its efficiency it is that … TOO MUCH IS TOO MUCH…

At TVLowCost, in each of the countries where we have open, we demonstrate to clients that they should stop listening to their High Cost traditional agencies and media agencies who continue to recomend them going on the evening Peak Time programs. We show to the clients that if they go on day time, or on night time, they will be able to speak to the consumers in a much better moment. Consumers are more relaxed, available, concentrated and “ready to do something for us” than during the evenings! And it costs far less, oh yes, far less! Why traditional High Cost agencies and media agencies continue to ignore the benefits of a wiser media planning evitating Prime Time ?

Uhh, good question ! I believe because it is less “sexy”, it is less “easy”, it is less” money consuming” (and agencies are paid on proportion of the total media budget), it is less “visible” by other creatives (never forget the collective obsession of ad agencies to impress other creatives with their “brilliant ideas” in order to get creative Awards to fill their loby entrances and meeting rooms…).

But the economical crisis is there, the “necessity to cut the unnecessary costs” is everywhere. The “Low Cost Attitude” is growing among clients, and we are the only ad agency network built for that state of mind! So, please do not complain about a supposed less efficient TV advertising, it’s false, but complain about your High Cost advertising agencies and … fire them!

TVLowCost the little ad’ network exasperating the big “high cost” global ad’ networks

Since 3 years and a half, we attack the BIG PLAYERS of the industry, some believe that we are mad, but we love it!

The “Waouh Effect” : a key factor behind the success of Low Cost companies.

The Waouh Effect is a crucial reason explaining a part of the growing success of low cost offers in any field.

It is the reaction that clients and consumers have when they discover the BIG price difference between a low cost offer and a traditional “high cost” company’s offer for a product or service not SO different!

The “Waouh Effect” starts with a surprise : “how is it possible ?”.

Then goes to anger : “the high cost companies have been making outrageous profits on my back!”.

Then the client has an amazing will to shout the good news to all his relatives : “you MUST try this… it is amazingly interesting!” And the “word of mouth” is at its maximum… The Waouh Effect is the best advertising a company can dream of : it is free, it is made by the customers themselves, it is made by friends and relatives to their personal “circle”, thus with a high level of credibility and efficiency!

Thanks to the Waouh Effect, companies save a lot of money that they would have been obliged to invest in advertising… Their traditional “high cost” competitors are obliged to spend a lot in publicity and advertising to make themselves known from the consumers, when efficient low cost companies benefit from this extraordinary Whaouh Effect, thus keeping their costs low… and becoming more and more attractive!

At TVLowCost we have benefited from this phenomena several times already : our clients speak to other advertisers they know and recomend us to them… Nice !

BILL GATES once said : “the best advertising ever is a satisfied customer”, what else to say ?

You cannot “become” a low cost company, you “are born low cost”, the perfect example is given by TVLowCost, the 1st TV advertising agency network.

Many traditional “high cost” advertising agencies believe that they just have to reduce their prices to be competitive in front of us… but this is not very efficient, and they usually fail to impress clients, who rapidly understand that this was just a “trick” to attract them. Because you cannot claim to be a “low cost advertising agency” like that.

I remember a conversation I had a few months ago with the CEO of EASYJET when he said to me that to “one cannot decide to become a low cost company, one must be born low cost” in order to be succesfull and profitable in the long term. All winners in the low cost industry started from zero, this is a clear prerequisite condition.

When we launched the first TVLowCost agency in Paris in october 2004, we started from a blank page and build our company from scratch. We had the unique opportunity to build our business model with no staff, no big salaries, no big rent, no company cars, no retirement plan, no splendid headquarter, no parent company in the Stock Exchange, no “bad habits”… Thus, we were able to really determine a complete new way of approaching TV advertising with no “weight over our shoulders”!

3 years and a half after, we are in 11 countries managing 110 clients and winning every month new clients to help them save spectacularly on their marketing and advertising costs, we have produced 450 TV qualitative spots at a cost that our industry believed impossible to reach, just because we broke all the usual rules of this very “high cost” industry. We have demonstrated hundred of times that the “prime time” dictature was the best way to waste money when day time and night time spots where far more efficient for 4/5 times less money than the usual media planning strategies. We have demonstrated that TV advertising could be both very affordable and still the most economical and efficient media when so many people complain about it. It is the way traditional advertising agencies and media agencies use TV which is no more efficient, not the media in itself!

The success of TVLowCost is not a surprise, it is the way traditional agencies continue to be so “high cost” which is so surprising!

TVLowCost is making your TV advertising affordable. Not “cheap tv advertising”. Low cost TV advertising does not mean low quality TV advertising!

 

In my trips all over the countries where our network is established to meet our TVLowCost clients and many advertisers interested by our approach to reduce spectacularly TV advertising costs, I insist on the fact that our low cost offer has never meant reducing the quality of the TV ads nore the quality of the media planning. It is because we have suppressed all the “frills”, so popular in traditional “high cost” agencies, that we succeed everywhere to demonstrate to advertisers that with TVLowCost they, at last, “GET MORE FOR LESS”. The advertising industry, very surprisingly, is incredibly traditional in its methods and behaviours. Let me give you some examples of this:

-Splendid headquarters. Have a look at the top 50 advertising agencies haedquarters in any country, you will be amazed by the prestigious locations and very costy design of them. We, at TVLowCost, believe that to be creative and efficient an agency does not need to be in splendid offices, but in functional ones.

-Creative super stars paid fortunes. Have any idea of the incredible salaries and advantages of the top creative in those ad’ agencies ? Sometimes 4 to 5 times more than the CEO’s or GM of their clients. At TVLowCost , we believe in talent, but what we do is different : our creative directors are partners of our companies. If we do profits, they have a share of them, if we don’t… they work harder to get new clients and new success for them! Being a partner of an independent agency is the best way to get people involved and responsible of their proposals to clients…

-Shootings in exotic locations. Do you really believe that a TV commercial needs to be shot in Australia, in Argentina or in South Africa to be efficient ? Of course not, except in some very specific cases. So why so many shootings are held over seas? Let me tell you : for the “fun” of creative people and some account executives. Not for the efficiency of the TV ad!

-Choosing “Gold Lion’s Directors” to shoot the ad. Here again, how amazing it is to see the creative people willing absolutely to work with “Mr X” or “Mr Y” who won Gold Lions in Cannes Festival last year. Of course they are talented, but everybody knows that creative people want them because their collective obsession is winning awards for their new TV campaign! And a commercial shot by a famous TV director will get more chances to be well perceived by the creative members of the numerous jurys distributing awards to their colleagues (and very often to their own agency network). The problem with this habit is that the cost of the TV commercials will “sky-rock” because those directors are shooting commercials to get new awards, not necessarly to be efficient for the brands…

-The “Prime Time obsession”. Everywhere we see this : advertising agencies and media agencies continue to nearly exclusively recommend to their clients to invest their money in prime time slots. Despite the outrageous cost of them, despite the growing evidence that consumers are exhausted by the evening TV spots “carpet bumbing”. Every day, new surveys show evidences of the growing inefficiency of this choice, but the whole industry continues to replicate the same mistakes… Why ? Maybe because they like to see their own ads, maybe because their commission system is based on the amounts spent by the clients and … in Prime Time it’s big money, maybe because the “prime time conspiracy” brings good money to all the traditional ad industry partners ?

We, have demonstrated that doing all the contrary of these “bad habits” was extremely efficient and was able to reduce spectacularly the costs of TV advertising.

Refusing to follow the “old rules” of TV advertising was the best way to help clients grow their business with very limited amount of money. Our “All included TV Packs” create the conditions of a real “democratisation” of TV advertising. Have a look at our different web sites and you will understand how clients “Get more for less”!