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• 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

...we do TV

...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

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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)

• Why Airtime Purchase (Advertisers)

– Control over product selection

– Partner pays for own shows (by the hour)

– Greater say in the branding and presentation

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Partner Logo

Airtime Model

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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Airtime Costs

57 minute Live Show Pre - Show

Promotional

Video and Creative Content

Repeats

Ideal Extra

E Mail & Web Campaign

Circa 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

• 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

59%

41%

-

100

200

300

400

500

600

700

800

Total Repeat Customers

New Customers

Th

ou

san

ds

2010 Customers

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 today

4) Make the offer so compelling that people can’t say no

5) Create special sales events and tell people about the offer

• The Product

• The Story

• The Guests

• The Presenter

• The Offer

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• Why Buy from

Ideal World?

• Why Buy now?

• Why buy at this

price?

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Building Your Campaign

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

Marketing the Shows• 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?

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Ability to embed TV show into your own site / Youtube

TV Schedule

24pp Jewellery brochure

Welcome Pack

Event insert CompetitionSale insert

36pp Essentials brochure

Show insert

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Ready to Wear

MOIRA C

Jerome Alexander

Plus many more……...