8/6/2009 12:53:00 PM
Dealers jump on cut price newspaper adverts
Small dealers are following bigger mobile companies in taking advantage of drastically reduced advertising rates on large-scale formats such as TV, press and outdoor billboards.
Dealers, which had previously been priced out of most advertising, are now using local press adverts to attract customers.
Independent dealers reported they had taken cut-price adverts in struggling local newspapers, which have been forced to drop rates.
Dealers in the Midlands said rates had been reduced by at least 30%, while a west London dealer said a quarter back page advert that cost £350 last year was now being sold for £50.
Another London dealer said: ‘The Ealing Leader calls us every month to offer different promotions. It’s around 30% cheaper than it was a few months ago.’
Another added: ‘There is a local offers magazine that we use and the last time we advertised with them it cost £100 – it is now £40.’
Meanwhile, larger manufacturers and networks are also securing late deals
to take advantage of decreased marketing budgets across the board.
It is understood that Sony Ericsson, which recently dropped its £2m Ibiza Rocks sponsorship, booked its W995 outdoor advertising at the last minute so it could achieve greater coverage at a reduced cost.
However, a Sony Ericsson spokesman said: ‘Advertising is looked at on a case by case basis. It all depends on the target audience that the handset is aimed at.’
One source close to 3 said the network had also found ‘better deals in broadcast than there have been in a while’ when booking a TV campaign.