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At the end of October, on ITV3, Dream Doors will launch a two-week national advertising campaign. ITV3 was chosen as the channel best positioned to connect with Dream Doors’ target audience of over 55s in the ABC1 consumer bracket. The advertisements, which will appear three times a day during pre-selected broadcasts, are designed to drive customers into the Company’s 35 franchised outlets across the UK.
Says Dream Doors founder and Managing Director, Troy Tappenden: “Dream Doors has been in business for 12 years now. During that time, we’ve learnt that 90 percent of our customers are over the age of 55 with most living in three bedroom semi-detached houses, detached houses or bungalows. We also know from our research that they choose Dream Doors because, when compared to a full kitchen fit-out, kitchen facelifts save them time, trouble and money. Finally, we know that our customers like dealing with a local business that has the backing of a national brand. The programmes on ITV3 appeal perfectly to this target demographic, and that’s why we chose it.”
As the second largest non-terrestrial television channel in the UK, with a 6.9 percent share of the overall market, ITV3 is the UK’s third most popular TV station. The channel draws around 9.8 million adult viewers each week, 4.5 million of which are ABC1 adults over the age of 55.
ITV3 was also chosen for its ability to deliver direct responses, which means that all advertisements will be broadcast in the day, during what are known as ‘low interest’ periods.
“This is a clear and deliberate strategy to get the highest number of calls from viewers,” says Tappenden. “We know the buying habits of our customers, and ITV3 knows their viewing habits.
“Analysed viewing behaviour of our core customer base led us to this key decision to broadcast during off-peak hours. During these times, it’s proven that people are more likely to take immediate action. And an obvious, but no less important factor, in maximising direct responses is that the ads are broadcast during business hours, which means that people can get hold of us straightaway.”
The new Dream Doors advertisement is concise and economical, delivering a high volume of relevant information in just a 30-second time slot. It includes visuals of the kitchens, plus a professional voiceover to communicate the main benefits of a kitchen facelift over a full fit-out. Meanwhile, key messages are communicated in words that appear on the screen to assist those with a hearing impairment.
From a franchisee perspective, the advertisement is extremely cost-effective, with Dream Doors head office paying the majority share of the national advertising costs. Franchisees, in fact, need only contribute £150 each to the campaign.
“I don’t like to use the word cheap,” says Tappenden, “but this is about as cheap as a national advertising campaign gets for anybody. I doubt there are any smaller operators out there who can get their business onto national television for just £150,” says Tappenden. “But our franchisees will. To me, this really demonstrates the power of economies of scale through franchising. In short, the campaign will help franchisees sell more kitchen makeovers. But it will cost them less than the price of placing a tiny advert in the back of a local paper! At the same time the ad will help maintain Dream Doors’ position as the UK’s largest kitchen facelift retailer. The TV push this year will genuinely help the brand as a whole, not just by boosting our sales, but by buoying our image too.”
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