Read IFA
- Full service account
- ARM Direct halved cost-per-lead costs
- DRTV supported by Press and Teletext
- Armada campaign analysis improves results
Read IFA
EXISTING USER OF DRTV
Read IFA is part of the international AWD Group and they assist in the release of equity from personal pensions before retirement age.
They appointed ARM Direct at an early stage of their DRTV campaign and were keen to improve their marketing campaigns and also learn how to acquire a larger market share without increasing their cost-per-acquisition costs.
CHANGING DRTV STRATEGY
Using ARM Direct’s in-house analytical software — Armada — we were able to examine READ IFA’s advertising and pin-point strengths & weaknesses of past campaigns. Detailed analysis allowed us to establish benchmarks for all future campaigns.
ARM Direct also re-made the READ IFA DRTV commercial + press ads + teletext pages to help deliver a clearer and more sensitive sales message about their pension unlocking service.
CONTINUED RESULTS
READ IFA customers are in the 49-65yr age group. This meant refining the client’s media & creative strategy to hit their cost-per-lead target. The key to this was the Armada campaign tracking & analysis software. Within a short period we were able to plan more effectively and reduce the cost-per-lead on all key media.
With ARM Direct’s expertise we increased their share of voice by over 40% year-on-year in what is a highly competitive market place.
THE CLIENT’S VIEW
“The depth of Direct Response knowledge & experience ARM Direct offer is second to none and they deliver results on time and on budget. They are enthusiastic in what they do and have driven the maximum amount of efficiency out of our marketing budget....as they say smarter is better”