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Airtime Partnership& Business Development

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Business Overview

• Founded over 25 years ago as a mail order catalogue business

• Since 2000, ISD has developed into a market leading multi-channel retailer

• Ideal World is live 17 hours a day (8am – 1am) and sells a wide range of merchandise.

• Ideal Sourcing Ltd supplies major UK retailers and wholesalers with craft and related products

• The company employs around 500 people, mainly at the broadcasting and distribution site in Peterborough, UK

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...we do TV

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...we do Web

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Reassurance = confidence• Guarantee (even if used!)• Demonstration (unique to TV shopping)

Tune in or out• Relaxing – ‘me time’• Less concentration

Love shopping• Feeds the addiction

Unique Products• Discover rather than sought• Not available in the shops• Ideas & inspiration

Mobility• Limited options• Safe• Delivered to door

Entertaining• TV programme option vs. the soaps• Safe…escapism• Undemanding = TV equivalent of easy listening

Informative• Learn stuff• Interesting

engrossing

Good deal• Satisfies the bargain hunter in them

Customer Research 2013 – Why TV Shop?

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• Product is the key to stickability• Interest in purchase• Interest in watching

• Not available in the shops

• Ease of checking price via internet also gives reassurance on the deal

• Comfortable in the idea of buying virtually anything in terms of product category

• Guarantee provides reassurance (even if product has been used)

Customer Research 2012 – Product

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• Why Airtime Purchase (Advertisers)– Control over product selection– Partner pays for own shows (by the hour)– Greater say in the branding and presentation

Partner Logo

Airtime Model

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Airtime Model• How does it work

– Production• ISD provide all production and presentation• Partner provides Guest Presenter

– Fulfilment• Order capture and fulfilment can be provided by ISD• Alternatively we can direct viewers to Partner web site / call centre

– Purchase direct from Advertiser

– Lead Generation• Can also provide Lead Generation

– Thomas Sanderson/ Planet Cruise / benenden health

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Airtime Clients

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Working with our Partners

Timeslot

Ideal WorldAirs on Freeview, Sky,

Freesat & Virgin

Ideal ExtraRepeat Channel

Air on Sky

Mon - Fri Sat & Sun Mon - Sun

08:00 – 11:57 Morning £7,500 £10,000 £750

12:00 – 17:57 Afternoon £7,500 £10,000 £1,000

18:00 – 19:57 Early Evening £7,500 £10,000 £1,000

20:00 – 23:57 Evening £10,000 £10,000 £1,000

00:00 – 07:57 Overnight £750 £750 £1,000

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Airtime Costs

57 minute Live Show

Pre - Show Promotional Video and Creative Content

RepeatsIdeal Extra

E Mail & Web CampaignCirca 350,000 reach

 Airtime

Deal 

 £10,000 Fixed Fee

or

£7,500 Fixed Fee Plus £x per

Appointment Booked

 

£1,500 Promo Played out circa x 30

pre show

Parks Footage @ cost

Minimum of 4 repeats @ £1,000

per repeat(Appointments = circa 30% -50% of

Live Show)

Schedule & Newsletter E Mails

 Landing Page Products sold

via web and Call Centre

Our Customer database

• Over 2 million customer names

• 69% female• Broad base

• Over ¾ million customers shopped in 2012

• Over 310,000 were new last year

• Average age 50• 2/3rds of customers

35 - 64• 250,000 customer

names who are <34

• Highest represented group is C2

• Household income of £20-30K

• Suburban home owners in smaller houses

Tota

l

Repea

t Cus

tom

ers

New C

usto

mer

s -

100 200 300 400 500 600 700 800

59%

41%

2010 Customers

Th

ou

san

ds

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5 Ideal World Selling Principles

1) Demonstrate why your product provides a solution people can’t do without

2) The people selling your product must be passionate & credible advocates

3) Give people a reason to book an appointment today4) Make the offer so compelling that people can’t say no5) Create special sales events and tell people about the offer

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The Fundamentals

• The Product• The Story• The Guests• The Presenter• The Offer

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The Offer• Why Buy from

Ideal World?• Why Buy now?• Why buy at

this price?

Building Your Campaign

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Marketing your Shows

• Twice weekly E mail to circa 350,000 active customers

• Schedule with show dates & Times

• Weekly Offers mailing• Solus E mail to relevant

customers within category

• Social Media 18

• Web Feature– Permanent presence

in Category tabs• Link to recorded show

– Home page Banner on day of show

– Search / Key Words– Placement of show into

Partner Site?

Marketing the Shows

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Ability to embed TV show into your own site / Youtube

Leaflets & Parcel Inserts

TV Schedule

24pp Jewellery brochure

Welcome Pack

Event insert CompetitionSale insert

36pp Essentials brochure

Show insert

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Ready to Wear

MOIRA CJerome Alexander

Plus many more……...23