Welcome to our new client SELECT the trade association for the electrical contracting industry in Scotland as they have appointed Evolution Design® to create 3 radio commercials to support their new safety campaign. Often business opportunities arise with new legislation and that is the case in the Electrical industry which SELECT represent. On 1st December 2016 new legislation for Landlord in Scotland is legally enforceable. The law has been strengthened so that as well as portable electrical appliances needing tested (PAT testing) the actual electrical system itself needs to be checked with a Electrical Installation Condition Report (EICR) once every 5 years and SELECT member firms are authorised to certify Landlords properties.
When you have a topical story to tell or a hard deadline to achieve then radio can be a great medium for you. Using local radio can deliver rapid geographic coverage at low costs and if backed up by a website can generate sales leads for you, on top of the boost in general awareness for your service or specific message.
In this case SELECT already knew the value of radio and asked us to recommend a schedule, then script and produce the commercial, once approved by SELECT and RACC (Radio Advertising Copy Clearance) we negotiated airtime through the Bauer Media’s network of Scottish stations from big city stations Radio Clyde and Radio Forth to Moray Firth Radio, Northsound, Radio Borders, Tay FM, and West Sound & West FM to deliver the message in a snappy 20” commercial designed to be factual with out being alarmist, ending with the line visit NeedAnElecrician.scot to encourage potential customers to make contact via their search function of member firms. Here you can hear the commercial.
As well as using social media, SELECT are also creating a leaflet and using PR to reach these audiences through existing trade press contacts and opportunities with every effort being made to drive more relevant traffic to their website with its certified member search covering all of Scotland, although it is a safety campaign it is also a lead generation campaign. SELECT’s use of commercial radio has proved to be so successful that two further campaigns have been created and broadcast across the main commercial radio stations that cover Scotland. The latest campaign aired in September and October (2016) and reach mass audiences of potential customers for SELECT Member firms across the same national network of radio stations, all aimed at raising awareness of the work the SELECT do and gaining relevant traffic for their website with the prominent Find A Contractors search function leading to enquiries and revenue for member firms.
We also ran a poster campaign across Scottish railway stations featuring an alternative to the press adverts. Using the ubiquitous 4 Sheet poster size, under the headline of “For your safety always use a SELECT electrician”. This large visible poster appeared at stations in Aberdeen, Ayr, Dundee, Dumfries, Kirkcaldy, Stirling, Inverness and Glasgow Central. The footfall across these main stations is very large and over the month campaign there was plenty of opportunities to view it several times, which is good as electrical safety has more than aspect. As well as consumer its also a very relevant message for businesses who really ought to use qualified professionals offering a professional and reliable service to keep businesses open 24/7.
During October and November of 2017 we also tried a new medium of Digital Screens at both Glasgow Queen Street and Edinburgh’s Haymarket stations to broadcast our message of electrical safety to commuters .They are very eye catching due to their back lit format and with the addition of movement, quite helpful in such a busy environment. You can click the link below to see the poster ‘live’.
We are also running a Pay Per Click (PPC) campaign for SELECT using Google AdWords. A very cost effective medium for such specific audience targeting, both by interests and geographically and you only pay after someone uses Google to search for your keywords and then clicks on your advert. The data available through webstats is quite staggering and you can drill down into visitor figures by linking your Adwords campaign reporting and your Google Analytics account. It is always interesting to see how much each keyword term bid costs, often unpredictable as it is based on bidding so is heavily influenced by the number of competitors at that particular time. Even if your advert is not clicked on you do get some free awareness value from it appearing through page impressions, and bids can be adjusted in real time, or paused when a budget is hit or an audience figure is achieved. Are there any target audiences that you would like to send a message to?
Posted by Neale Gilhooley (updated 29/9/16 and 24/11/17)