When it comes to implementing your cross-media marketing strategy, you have to look at the value of each media and determine what will get you the best return on your marketing budget. All too often, TV advertising is dismissed as too expensive and un-targeted for direct response TV because; but it doesn’t have to be that way.

When Saab dealerships in one UK region were offered a promotion on the  Saab 9-3 convertible, BMB looked to complement the classic DM, email, press ad and radio ad campaigns with a cost-effective TV advert. We ran the ad through local broadcasters who covered the regional Saab dealerships territories.

So, less than two weeks after a sunny round trip to Cornwall to present the initial concept, the TV ad premiered in the middle of a Coronation Street double-wedding special on WTV (West Country TV) with follow up appearances in Emmerdale and Law & Order.

The regional dealers at Riders & St Davids Saab informed us they easily achieved sales targets and were so delighted with the response they intend increasing their stock for next quarter.