All Rug Doctor stockists will benefit from the brand’s UK and Irish TV exposure this Spring, creating extra machine rental demand over the Easter Peak and the following Royal Wedding and May Bank Holidays.
Building on its successful TV campaigns last winter in both the UK and Ireland, Rug Doctor are running two weeks of nationwide TV advertising during this peak time for carpet cleaning.
The heavyweight campaign is running on both ITV2 and More4 this year. Paul Fildes, Rug Doctor’s Marketing Manager, explained the selection of these channels:
“More4 is the backbone of the UK campaign this Spring with its strong mix of the best of Channel 4’s programmes, including Location, Location, Location, Grand Designs, Deal or No Deal and Come Dine With Me. More4 is perfect for targeting 25-54 year old homeowners and this part of the campaign is run across Daytime and Peak viewing”.
Fildes continued: “ITV2 is utilised in daytime to target its female biased audience cost effectively while adding a third more commercial impacts. ITV2 is the biggest non-terrestrial station and is also the most popular station with women who are normally the ones to make the Rug Doctor rental decision. Combine the two and you hit our target market perfectly.”
The Spring campaign in Ireland meanwhile is on TV3 which shows the best of ITV plus 40% Irish programming.
“The campaign in Ireland takes advantage of the high proportion of women watching in daytime and give even greater spot frequency for Rug Doctor,” says Fildes. This heavyweight Irish campaign also runs over the same period. ‘This Spring Campaign is further evidence that Rug Doctor is fully committed to ongoing stockist support’. When we say ‘As seen on TV, we mean it,” stresses Fildes.
As well as developing a substantial business in the DIY sector, Rug Doctor have now broadened their distribution into the Grocery multiples sector which is now enjoying a substantial piece of this profitable rental market. The Rug Doctor rental programme is now available in the majority of Morrisons supermarkets, an increasing number of Tesco Extra and Tesco Superstores and in a selected number of Cooperative stores. With Rug Doctor machine rentals comes the added bonus of the additional revenue which can be generated from Rug Doctor’s carpet and upholstery detergent sales and their other cleaning solution trigger sprays. “Renters purchase on average at least two Rug Doctor cleaning products with each rental”, says Fildes.
New carpet sales remain badly hit due to the recession as money is tight and house moves remain low.
Consumer focus has shifted instead to improving their current homes and many of them are choosing to revive their existing carpets – especially after the appalling weather at the start of the year – by using the most cost effective deep cleaner on the market – Rug Doctor. “Grocery Multiples are well placed to take advantage of this trend by simply broadening their offer to include Rug Doctor”, says Fildes.
Rug Doctor
Paul Fildes
Tel: 01903 235558
Email: Paul.Fildes@rugdoctor.co.uk
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