For almost a decade, The Faith Agency has successfully managed the media strategy for leading Australian kitchenware retailer, Minimax. With a strong presence in Hobart, Melbourne, Geelong and Adelaide, Minimax utilises a targeted, data-driven approach to media planning and buying in order to drive increased reach and engagement during their key promotional periods.
During each promotional period, the paid media strategy is aimed at ensuring that Minimax’s campaigns not only boost foot traffic to their physical stores but also strengthen brand recall across multiple channels. This is accomplished through a three-step process.
Step 1: A Tailored Approach for Regional Markets
With stores spread across both metropolitan and regional areas, the media plan calls for a targeted and highly optimised approach that caters to the unique dynamics of each market:
- TV Advertising: TV is utilised in smaller, regional markets like Hobart and Ballarat, where we focused on high-frequency buys to maximise visibility during the campaign period. Television remains an effective channel for reaching a broad audience quickly (particularly in slightly older demographics), making it ideal for driving store traffic in these areas.
- Radio & Print: To supplement TV campaigns, we rely on radio and print media as supporting channels, particularly in the lead up to sales events, helping to maintain the brand’s presence outside of promotional periods. Radio ads are scheduled during peak listening times, while print ads are strategically placed in local newspapers to reach engaged readers.
Step 2: Maximising Impact in Metro Markets
Given the higher media costs in metropolitan areas, we adopt a more cost-efficient strategy (without sacrificing impact) to reach Minimax’s customers in Melbourne and Adelaide:
- Two-Station Radio Buy: Radio remains a powerful tool for reaching specific demographics, especially during peak hours. Therefore, by focusing on a two-station buy, we can achieve maximum reach and frequency among our core target audience without blowing out the budget, allowing us to maintain a strong brand presence across these areas.
- TV & Radio Buy: In smaller markets like Adelaide, we implement a high frequency TV buy in selected weeks of the campaign, complemented with a radio buy in order to drive the reach of the campaign.
- Incorporating BVOD: In recent years, we’ve also included BVOD (catch-up TV, like 7Plus, 9Now, and 10 Play ) as part of the media mix so as to capture the growing number people who consume TV content online. By strategically placing Minimax’s ads alongside premium, on-demand content, we can achieve high viewability and engagement.
Step 3: Continual Optimisation for Maximum Efficiency
Given the longevity of our relationship with Minimax, our approach has continued to evolve over time, refined to ensure that every dollar spent deliver a return on investment. Key tactics include:
- Data-Driven Insights: When running campaigns, we always monitor their performance. And by leveraging analytics tools, we can adjust the media mix to optimise performance.
- Frequency Capping: To prevent ad fatigue, especially on digital platforms like BVOD, we implement frequency caps, minimising the number of times any one users is served our ad. This ensures that the target audience isn’t overexposed, which can lead to diminishing returns.
Results: A Winning Strategy for Continued Success
Our integrated approach has consistently delivered strong results for Minimax, where we’ve been able to:
- Increase Store Traffic: Post-campaign surveys have proven that TV and radio campaigns are making an impact with customers, increasing their likelihood of travelling to physical locations during high-sales periods.
- Maximise Budget Efficiency: The strategic media buying & planning approach to target BVOD and radio has ensured that Minimax’s budget stretches further without sacrificing impact.
- Build Brand Loyalty: With a consisted integrated marketing communication message across disparate channels, Minimax has been able to strengthen its brand presence, particularly in regional markets where loyalty is key.
Learn more about our media planning and buying capabilities in Melbourne and across Australia or contact Megan, our media director, today!