Having worked with all categories and sizes of advertiser, we appreciate the enormous pressures on ad budgets and the ease with which they can be exceeded. This is true more than ever and is at the center of TVLowCost USA. The Ad Industry is not often sympathetic to such constant headaches. In turn and with TV always being seen as an expensive medium, many advertisers avoid the risk altogether. Too risky, right? We’d say ‘No’ and our ‘All-in-One TV Package’ is the answer. We have chosen the best possible TV Production Company to partner with (Humble) and the best possible media company (RJ Palmer). They are the 8th largest media company in the U.S, so they bring the clout needed to obtain the best rates. Yet they are also independent, so they do not charge for people and service and shareholders that do not provide any value to clents. We are able to offer our quality product at the cost we do because we have PRE-NEGOTIATED with media partners to ensure TVLowCost USA clients get the best rates possible from a media perspective, and by producing more TV spots than most and utlizing one production partner along with a streamlined process we are able to deliver a quality product that is focused on delivering RESULTS at a price that can not be matched.   Our contract for $500,000 guarantees the following all-inclusive services with no extra costs: Management of the entire process [8 weeks from Brief] … Creative fees and rights of use … full TV Production through to copy clearance, on-air transmission and running costs … a qualitative pre-test … and a tailored Off-peak TV airtime package with minimum 2000+ national TV spots. No extra costs. No nasty surprises.

2. A minimum of senior staff focussed on the essentials

A key principle of ‘low cost’ generally, and it works is LESS IS MORE which translates our clients receiving MORE FOR LESS. Avoid expensive non-essentials and hangers-on; only deliver what the consumer actually needs. A ‘low cost’ airline’s planes are just as reliable as those of the major carriers. Its crews just as competent. But the lounges, free drinks and over-generous staffing levels can stay with their competitors … simply because they are not needed in this case. 

TVLowCost USA applies these same rules. A tight team and not a troop. And the team is made up of SENIOR PEOPLE all with 20 YEARS or more experiance developing TV and MEDIA for some of the world largest brands. This ensures our work is of premium quality and developed quickly. It because we are able to do more with SENIOR TEAM members who know how to get it done.

Other culture driven reasons for TVLowCost USA to deliver MORE FOR LESSL Modest offices with no luxuary HQ’s. No shareholders applying constant pressures on margins at all costs, profits being their sole mission. We apply only the skills necessary to ensure total success, and from one combined team. Our 4-step process and ‘low cost’ culture enables a new TV campaign to hit all projects on time, on budget, and in only 8 weeks too – which is also key to the Low-Cost model.

3. TV Production – the less expensive way

Campaigns can cost more or less, as you like. But great creative ideas are simple and don’t always have to be executed expensively. They also sell by themselves. A commercial complete with famous actor and shot on 35mm on the Barrier Reef will certainly cost, but is it all to mask … that there’s no great idea there in the first place? Maybe. We’d prefer to focus on bringing out the product’s tangible plusses – its competitive edges – rather than applying loads of expensive seduction techniques to do the selling. There is a difference in approach here. Our advertising is here to sell.
Our system of TV Production at TVLowCost USA concentrates on producing the best in the most tailored and so economical way possible. Every time. Always shooting in our studios or out locally, with digital film and simultaneous cameras, with experianced advertising Directors, and with production methods proven in the US … these are only some of the methods we use to trim costs down to ‘as needed only’ levels. Humble’s breadth and depth of TV experience from its ‘all in-house facilities’ NYC Studios provide all the creativity, technical skills and reassurance any Client will need. Recent clients include; Ikea, Degree, Samsung, Grape Nuts and Sports New York (SNY). TVLowCost USA then uses this leverage to deliver quality work … to our Clients. And then together celebrates converting both non-TV advertisers and lapsed users to using results driven TV advertising again, still the most powerful of all media today.

 4. TV Media Planning … and avoiding the obvious

When the majority of advertisers concentrate on Peak-time with its larger audiences but huge resultant costs, TVLowCost exploits the many opportunist buying occasions on other channels during Off-peak. With great effect. The laws of ’supply and demand’ at Peak-time force prices radically upwards with so many competing but airtime during the Day or Late can often be 6 times cheaper. Add to this that such programming often has more tightly focussed target audiences with stronger reasons to watch … and you can gain great added value plus better cost-efficiencies from such a strategy. All consumers are consumers at the end of the day; it’s only what you need to pay in order to reach them that’s the real issue. TVLowCost’s chosen Media partner in the U.S. is RJ Palmer Clients are diverse both in size and business category across Package Goods, Retail, Pharmaceutical, Travel, Financial, Manufacturing, and more. They share a common desire for seeking independent thought and ideas that will impact their business and for the past five years, our clients have been named Marketer of the Year by Ad Age. 

Inherent Nimbleness Offers Several Advantages:

Why make TV advertising more accessible?

Because it is still by far the most effective medium. It is television that makes certain brands world famous, such as Coca-Cola, L’Oréal, Procter & Gamble, Danone… Television remains the highest impact and persuasion medium of all. In 2004 TV was watched by the general public all over the world on an average of 3h24m everyday. 73% of our free time is spent watching television! In just a few days a brand can be shown to millions of potential customers. Early morning, 3pm in the afternoon or even in the middle of the night, there are hundreds of thousands of viewers watching programmes. Applying our ‘ Low Cost ‘ approach to TV makes it far more accessible to advertisers who want it – need it – to build their brands’ profiles and reputations, boost their sales, and defend their market positions.

The ‘TVLowCost USA All-in-One Pack’ is the most economical, value for money entry ticket to TV available. For only $500k in the U.S., your brand will benefit from a full strategic, creative, production, research and media airtime package. All-in-one. No surprises, and with nothing else to pay. With an average U.S. 30 sec TV commercial costing around $335k for production alone, plus $200k or so for agency fees and roughly $500,000 or more for 150GRPs for media- the added value within this all-inclusive $500k opportunity is indeed exceptional. The tightly targeted package will also deliver over 50% targeted national reach and over 120 Million impressions. We have a variety of primary Target Groups – Housewives + Kids, Housewives 18-54, Adults 55+ and Kids 5-14 – but each effort is tailored to each of our clients.

TVLowCost: 100% solutions for Challenger Brands

TVLowCost USA makes TV advertising accessible – and very affordably so – to all advertisers with smaller budgets. So, what do we mean by  Challenger Brands – and what are the circumstances of the 3 types of Client who will gain most from our $500k ‘All-in-One TV’ proposition? Challengers are secondary/tertiary brands with high ambitions but limited £ resources and skills – certainly against their larger competitors who probably out-gun them 5x [even 10x] in marketing spend terms, their war-chests bristling with armoury. So, our ‘Davids’ have to be altogether smarter and out-think, out-create, out-tactic, out-whatever … their respective ‘Goliaths’ in order to make their limited funds work harder. A ‘2+2=6′ challenge. TVLowCost USA … is a remarkably low-cost but  high-impact new weapon to this end, offering remarkable value for money . Our ideal Clients are:

1] New-to-TV Brands … a brand that sorely needs TV for the first time but previous cost appraisals have scared them away, so they’ve existed in print advertising and other lesser means.

2]  Lapsed TV Brands …  whose fortunes have similarly driven it to use lesser media props but, with a previous TV ad heritage and strong residual brand values, a good dose of TV would see them all dusted off and re-born. And the Trade would love it!

3] Smaller Brands in larger Company portfolios …  those deserving but lesser brands residing in the Marketing Director’s bottom drawers at the ‘Big Company’. Whilst his/her priority brands enjoy fuller marketing funds, these make do with the crumbs and valiantly keep their heads above water. Most monies have to go to retaining distribution but … wouldn’t TV be great? And right now? And we surely do have that $500k needed to make this a reality!

4] Leaders – TVLowCost USA is NOT for everyone. It is for people who are LEADERS. It is not for brands that are more wrapped up in security by numbers and committee. It is for those who have the desire and ability to get MORE FOR LESS and those who can make decisions. TVLowCost USA is about delivering RESULTS quickly – with a proven process and approach. And it takes a person with a vision to see how this new process can benefit their company by expanding their resources and actionable marketing budgets. Yes, the process will be different, yes there will be less people involved on both sides, yes, decision makers will have an active role. But the results will be there. TVLowCost USA does not work on retainer so our clients return because the results and value are demonstrated time and again.

Seth Godin’s blog has an interesting statement on “How to keep everyone happy” which while not it’s intention is a summary about TVLowCost USA. He writes “If you are willing to satisfy people with just good enough, you can make just about everyone happy. If you delight people and create change that lasts you’re going to offend those that hate change in all forms.” In a regard, TVLowCost USA is very much about creating change, maybe that is why we have offended many of the traditional High-Cost agencies.

To find out more in the U.S. please call Jim Lurie at 646-839-6239 or e-mail lurie@tvlowcostusa.com