October 18th 2012

Ecommerce Presentation – The Broadcast House

The Broadcast House - Key Facts & Figures• Part of The Specialist Works – direct response marketing specialists in

TV, inserts, press, online and print

• The Specialist Works = 74 x staff, T/O of £65million in 2012

• Founded by Pete Mills – client and ex Commercial Director of JML

• The Broadcast House = UK’s only fully integrated DRTV agency in the UK – media buying, TV production, analytics, regulatory compliance. Including long form (infomercials), short form, establishing shopping channels and video on demand

The Broadcast House - Key Facts & Figures• Specialise in bringing retail and mail order brands into TV shopping

space ‘end to end’ and maximising their revenues both via broadcast and online

• London’s No 1 Independent Agency 2012 : Recommended Agency Register. Sunday Times 2012 Top 100 Best Small Companies To Work For

Making The Most From TV Production On Line

• Amortise Costs Throughout – production for DRTV or TV shopping can be significant so make the most of it via all marketing mediums

• JML Approach To TV Production = infomercial, short form TV advertising, in store video, license internationally and from 2002 utilised on line to enhance our web based sales

• The 2002 figures – overnight sales of product lines with TV shopping content used correctly were enhanced by 300% as opposed to static photographic imagery of items

• Despite – limited distribution of broadband

• Despite – being a relatively new buying mechanism for consumers

• Despite - JML being a new brand at the time

So How Can Brands Enhance Sales Now Using TV Content On Line

• Many major brands use TV as a means to enhance their on line offer, but they could be it doing so much better…

• Good news – broadband penetration/streaming technologies are much better, but…

• Basic sales and marketing principles are often not being followed

• You must maintain a high production value for the online adverts – one camera set up with poor lighting of product sitting static = lack of interest and lack of sales

So How Can Brands Enhance Sales Now Using TV Content On Line

• DRTV online adverts are typically 30-40 seconds long and have been purposed for that usage – small image on TV will look tiny on line

• Simple link to purchase at the end of the online advert

• Remember – online DRTV/TV shopping must sell every second (like every other channel)

A Quick Case Study of TV Shopping At Its Best Both On Line and TV• Pavers Shoes = £80million turnover, 110 x retail outlets, shoe-

shop.com and catalogue

• Previous major supplier to Ideal World, but wanted own TV shopping channel

• Launched April 2011 ‘as live’ concept of home shopping on Sky Digital Channel 659

• Shot in 4.5minute segments used on broadcast, on line and via email distribution Sales = 400% of infomercial channels in the Sky Digital Electronic Programme Guide

A Quick Case Study of TV Shopping At Its Best Both On Line and TV• On lines sales of products using video on demand = 300-400%

of static image

• Established new TV successful brand with dynamic on line VOD solution and TV channel streamed to maximise sales – see www.pavershoes.tv

• Key messages – Every segment is a honed piece of sales material formatted for purpose. TV production cost is amortised across every marketing medium to maximise sales and profit, but to also maintain brand consistent messaging.

Pete Mills, Director

The Broadcast House, First Floor, 118 Commercial

Street

London E1 6NF

Direct Line: 020 7539 6141, Mobile: 07826 929650

Email: petemills@tbh-uk.com

End