We have now ended our TV test in Northern England, where we tried to push our message of online ordering of takeaway. We are starting to analyse the data, and it has been expensive! Not only does it cost and insane amount of money to buy TV-slots on X-factor, but it also costs a lot of money to pay ad agencies, animation studios, etc. all their fees. But they earned their money – I think.
Looking at the estimated CPA for such a TV-campaign (and the estimation is part science, part art) is not going to make you in a good mood. We are used to looking at our PPC account and fine tune the various campaigns, so they can go for example from £5.1 to £4.5 in CPA, but here we are talking about a completely different level of numbers. Are we satisfied with, say a CPA of £50? Or £75? Or do we have to raise it even further! Wow, that is not the kind of CPA’s I am used to.
So, I guess that we are then closing the experiment for now … NO, WE ARE DEFINITELY NOT! This is a long term game. Not only are there other areas, where TV effect our business in a positive way, but we also believe this is a long term game, so we will continue to improve the TV campaigns, and we will eventually see the money flow back as the brand equity is being build. How that is estimated, and how it effects is a still to be figured out exactly for the time being, but bottom line is, we will continue with TV, because we are convinced it is a long term investment, that eventually will pay off. We are here to build a lasting company, not only a one-day wonder. And the takeaway industry is partly dominated by big chains, that have build big franchises via TV advertisements, so TV will also be a part of our marketing mix in the future.