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In the last week of October, leading kitchen facelift franchise, Dream Doors, launches a two-week national television campaign on ITV3. The adverts will appear three times a day during pre-selected broadcasts, and are designed to drive customers into the brand’s 35 franchised outlets. ITV3 was chosen as the channel best positioned to connect with Dream Doors target audience – the over 55, ABC1 consumer bracket.
“We’ve been in business for 12 years now, and we know who our customers are,” says Dream Doors founder and Managing Director, Troy Tappenden. “90 percent of them are over the age of 55, and 80 percent are over the age of 60. They are home owners, living in three bed semi’s, detached houses and bungalows. They choose Dream Doors because a kitchen facelift saves them time and money, and they like dealing with a local business that is also backed up by a national brand. Most of our customers are at home during the day, and the one channel that shows all of their favourite programmes is ITV3.”
As the second largest non-terrestrial television channel in the UK, ITV3 pulls in around 9.8 million adult viewers each week with an average age of 55-plus. 4.5 million of these are ABC1 adults – Dream Doors primary customer base. In terms of adult impacts (the number of times an advertisement is actually viewed by adults), ITV3 also had a 6.9 percent share of the overall market, and is today the UK’s third most popular TV station.
In addition to being a channel watched by typical Dream Doors customers, ITV3 was also chosen for its ability to deliver direct responses (DRs). All advertisements will be broadcast in the daytime during what is known as ‘low interest’ periods. While this might seem counter-intuitive, it is in fact a clear and deliberate strategy to get the highest number of DRs from viewers.
“We know the buying habits of our customers, and ITV3 knows their viewing habits,” says Tappenden. “We decided to buy screen time during off-peak hours because ITV3 has analysed viewing behaviour, and proven that people are more likely to respond immediately to relevant ads shown in daytime periods. Whereas, during peak-time television, people are more likely to postpone taking immediate action, since those adverts are shown in the evening and outside of what is considered normal business hours.”
To maximise screen time, the Dream Doors advert has been created to deliver a high volume of relevant information in just 30 seconds. But to avoid confusion, the benefits of a kitchen facelift are delivered in comforting tones by an experienced actor at a steady, reassuring pace. And at the same time, words appear on the screen for the benefit of those with a hearing impairment.
Dream Doors head office pays the majority share of the national advertising costs, with franchisees each contributing £150 to the campaign. “How many small business owners can get their business on national television for just £150?” says Tappenden. “That is the power of franchising, and I’m proud that Dream Doors can deliver such powerful branding exercises as these to its franchisees. This will help all of us sell more kitchen makeovers, and maintain Dream Doors’ position as the UK’s largest kitchen facelift retailer.”
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