The regional press: drives sales

Client:
Blackcircles.com
Project:
Increase brand familiarity
Generate web traffic
Drive sales
Results:
Local Press Works
The Objective
Blackcircles.com was formed in
2001 by a young entrepreneur,
Michael Welch. Today it is one of
the largest UK-based internet tyre
retailers, with a customer base
over 100,000 strong. The objective
of the test was to assess the
impact of regional press
advertising for an
online retailer.
The campaign ran across a selection of Scottish weekly titles for a six week period. There was no other
media activity. Importantly the local press activity carried a specific promotional code which enabled
Blackcircles.com to track all sales that resulted from the local press activity. The titles involved were the
Falkirk Herald, the Kilmarnock Standard and the Dunfermline Press
The Campaign
Tyres are the most popular item bought for cars and
account for 39% of all car-related purchases, followed
by exhausts (13%). (Consumers Choice V - 2004)


Most people use either their local garage or a specialist
when replacing tyres or exhausts. Blackcircles.com
have a extensive local network. (Consumers Choice V -
2004)
Advertising in the regional press is the most frequently acted-
upon of all media, with 61% of adults responding to advertising
in this medium. (Consumers Choice V - 2004)


Blackcircles.com used regional press to promote its offering.
Regional press was a great method of driving people to the
website and promoting their local network.

The reasons to advertise closer to home The reasons to advertise closer to home
Increased brand familiarity
The local advertising activity clearly drove
brand awareness of Blackcircles.com, with a
three-fold increase in brand awareness post
versus pre- advertising.

Increased Website hits
The regional press advertising drove more
people to the website with a significant number
quoting the promotional code during the first
four weeks of activity.

Increased Sales
Most importantly the Blackcircles.com
campaign delivered significant sales results.
The towns test delivered 30% higher sales than
average.


Positive Attitudinal Statements
Respondents were positively able to attribute the advertising
message to their local newspapers. Nearly two-thirds of
respondents remembered seeing the advertisement.

Positive attitudinal statements
Half of all respondents agreed that Blackcircles.com offer value
for money. Over a third agreed that Blackcircles.com sell a
good range of products. A third would be more likely to buy
tyres from Blackcircles.com now that they have seen the ad.
Key Learnings Key Learnings
The research was conducted by WoodHolmesGroup an independent research
company, and took place in Falkirk, Dunfermline and Kilmarnock. A total of 940
face to face street interviews were conducted in all three areas amongst adults 15+.
What the client said:
At Blackcircles.com we have focused on promoting our services through low risk channels with
high relevance thus delivering us the optimum rate of return. We conducted a trial with national
press earlier in the year that didn't particularly work for us, it is for that reason we felt local press
wouldn't be right for us. We were wrong. As soon as we placed the adverts in the Scottish regional
press the increase in volume was obvious. We now have local press as a key part of our media
strategy coupled with regional radio and directory listings. We are surprised and extremely happy
with the impact of the local adverts we have placed and intend continuing our regional role out
until we have covered the UK Michael Welch, Managing Director and founder of Blackcircles.com

What the NS said:
Blackcircles.com is a young and highly dynamic organisation. Most importantly, this is a business
where accountability and return on investment are highly measurable. This was a very pure test
and has proven the value of the regional press in delivering against the clients objectives. I dont
know of many marketing directors who wouldnt be happy with a 30% sales uplift. The regional
press conclusively delivered this for Blackcircles.com Robert Ray, Marketing Director, Newspaper Society
The Research
The Newspaper Society, St. Andrews House, 18-20 St Andrew Street, London EC4A 3AY
Telephone: 020 7 632 7400 Fax: 020 7632 7401 www.newspapersoc.org.uk