C’est le 2ème film de la « saga » des spots TVLowCost, mettant en scène JEAN-PAUL TREGUER et RODOLPHE MULLER.
A force de démontrer à nos annonceurs que la pub télé économique c’est efficace… nous avons « craqué » ! Après tout, pour célébrer dignement nos 5 ans de croissance, nos 11 filiales, nos 130 clients et nos 900 spots TV réalisés, comment mieux le faire qu’en allant nous exprimer sur les chaînes d’information ? C’est ainsi que les spots TV de l’agence TVLowCost seront diffusés tous les soirs sur BFM TV, I>TELE et LCI à compter du 18 Janvier. Comment mieux démontrer que l’agence TV Low Cost croît en la télévision ?

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Jean-Paul TREGUER et Rodolphe MULLER profitent de la crise pour renforcer leur position « d’empêcheurs de tourner en rond » du monde de la pub. En 5 ans, ils ont convaincu 130 marques, ouvert des filiales dans 11 pays (dont New-York et Londres) et réalisé plus de 900 films télé.
Pour célébrer la réussite d’une agence publicitaire d’origine française 100% indépendante, ils s’offrent leur première pub télé sur BFM TV, i>TELE et LCI à compter du 18 janvier 2010 jusque début février.
Spots visibles sur : http://www.tvlowcost.fr/pub/nos-films.html?task=videodirectlink&id=313

TVLowCost (TVLC) un concept unique qui jette un pavé dans la mare de la pub télévision !
Lancée fin 2004 par Jean-Paul TREGUER, PDG, et Rodolphe MULLER, DG-Directeur de la création et leurs associés, la 1ère agence de pub télé low cost a bouleversé le marché de la pub télévision avec ses « Packs TV tout compris » qui permettent aux annonceurs d’aller en TV sur les grandes chaînes nationales dès 300 000 euros tout compris pour une campagne puissante (incluant la création, la réalisation d’une SAGA de spots, un pré-test consommateur, un baromètre IPSOS et 3 semaines sur TF1, F2, F3, F5, M6, C+ et la TNT). L’accueil de la profession fut on ne peut plus glacial… et 5 ans après, c’est encore plus vrai… TVLowCost dérange plus que jamais les agences de pub traditionnelles. Avec son concept, TVLowCost casse les règles et dénonce les abus de la publicité «high cost ».
« Nous, les vilains petits canards de la pub, nous disons simplement : pourquoi dépenser plus, quand on peut dépenser moins ? »

Une Success Story made in France : Il n’y a pas que les autres qui ont des idées … cocorico !

En 5 ans à peine, TVLowCost (TVLC) s’est imposée grâce à son innovation, les « PACKS TV TOUT COMPRIS », en France mais aussi au niveau international en tant que pionnier du low cost : des filiales dans 11 pays, dont les USA à New York, la création d’une centrale média LowCostMedia, 50 000 spots programmés chaque année sur les grandes chaînes hertziennes, 130 clients TV gérés, plus de 900 spots TV réalisés à ce jour, un livre fondateur de la méthode « LowCost Attitude » et un Club et Blog de réflexion sur le low cost :http://lowcostattitude.wordpress.com/

Avec leur méthode et leur concept, Jean-Paul Tréguer et Rodolphe Muller proposent aux annonceurs de réaliser une réelle économie sur leur budget pub. Ils ont d’ailleurs, dans leur premier spot TV, illustré ce phénomène par leur objet fétiche : l’économe… entre les dents !
Le réseau TVLowCost (TVLC) a réalisé en 2009, 35 millions d’euros de marge brute et emploie un peu plus de 200 collaborateurs. Il commence à énerver les acteurs établis du monde de la pub à force de prendre des clients aux grosses agences de pub ! Jean-Paul TREGUER et Rodolphe MULLER dénoncent en permanence les abus de la pub « high cost » et vont encore plus loin dans leur propre autodérision : Ils créent le FLPP (Front de Libération des Pubeurs Parisiens), provoquent sur leurs blogs à travers un sondage « pour ou contre la pub low cost » et pointent du doigt les nombreux « pubeurs » qui utilisent dorénavant, à tout bout de champ, le terme de « PACK », utilisé dès le premier jour par l’agence TV LowCost (TVLC) et pilier de la Success Story de l’ agence.
Les 2 patrons de l’agence, n’ont pas peur de dévoiler les clés de leur succès dans leurs blogs et dans le livre « Low Cost Attitude »*, se mettant à nu devant leurs concurrents. Ca ne leur fait pas peur car, comme ils le clament « haut et fort » : l’original est toujours meilleur que la copie !

Jean-Paul TREGUER et Rodolphe MULLER se vantent eux-mêmes d’être détestés des « pubeurs » car ils se moquent, provoquent, titillent : « dans un métier où on est censé apporter de la nouveauté, vendre de la créativité et de l’imagination, copier ainsi le terme de PACK TOUT COMPRIS ça fait un peu sourire … ! », nargue Jean-Paul TREGUER.

TVLowCost (TVLC) se targue d’être une agence 100 % indépendante dans un marché dominé par 5 groupes mondiaux : WPP, INTERPUBLIC, OMNICOM, HAVAS, PUBLICIS.

« 80% de la pub mondiale est aux mains de ces géants, la percée de TVLowCost (TVLC) montre bien qu’on peut réussir quand même quand on a un vrai concept original ! », souligne Rodolphe MULLER.

La crise ? C’est le moment d’accélérer avec la télé low cost !

Pour 2010, forte de sa puissance d’achat sur le marché de la TV et de la production de films, l’agence frappe fort avec le « PACK TV MERDE A LA CRISE ! », à 150 000 € tout compris… De quoi permettre aux entreprises de booster leurs ventes et notoriétés dans un contexte où il est plus vital que jamais pour les marques de communiquer fortement en télévision sur leurs différences et plus-produits envers les consommateurs !

POURQUOI PAYER PLUS CHER … QUAND ON PEUT PAYER MOINS CHER ?

Le constructeur low-cost DACIA vient d’infliger une grande gifle aux constructeurs automobiles traditionnels… qu’on en juge.

« La marque Dacia, constructeur de la Logan et de la Sandero, a obtenu la « médaille de bronze » des voitures les plus fiables, selon l’enquête annuelle du magazine UFC-Que choisir réalisée sur 144 modèles et auprès de 26 288 européens.
Avec 92,61% de fiabilité, Dacia se trouve juste derrière les deux marques de Toyota : Daihatsu (96,02%) et Lexus (94,13%).
Autre satisfaction pour le constructeur : il obtient la médaille d’or de la voiture la moins onéreuse avec une dépense annuelle d’entretien et de réparation de l’ordre de 130€ »

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Jean-Paul Tréguer analyse : «C’est Mme Tout-le-Monde. Elle attire la sympathie et son émission fait de fortes audiences». Depuis, elle a prêté son image à Gifi* et à Spontex*.”

En seulement 5 ans la marque de produits low-cost* pour la coiffure GENERIK a connu un développement constant. Aujourd’hui implantée dans 5000 salons de coiffure, soit 10% du marché, GENERIK dispose de 81 produits, référencés chez 77 distributeurs pour les professionnel et les particuliers.
Le chiffre d’affaires de GENERIK est passé de 722 000 euros en 2006 à 3,1 millions d’euros en 2009.
Depuis 2006, GENERIK se développe à l’export sur 10 zones : l’Espagne l’Allemagne, la Russie, la Suisse, l’Ile Maurice, la Guadeloupe, La Martinique, la Nouvelle-Calédonie, et la Polynésie (Papeete).

Pour voir la pub GENERIK réalisée par TVLowCost, TVLC

Pour voir le film Skin’Up crée par TVLowCost (TVLC)

Cash Converters, se lance sur le petit écran avec une série de publicités TV grand public conçus par l’agence TVLowCost FRANCHISE.
Pour fidéliser ses clients actuels et confirmer une notoriété déjà forte sur son secteur depuis de nombreuses années, l’enseigne a choisi le média le plus adapté pour commencer l’année 2010.

Jusqu’à lors présent en télévision seulement sur des chaînes locales (avec des spots créés indépendamment pour chaque magasin), Cash Converters Europe se lance dans une large vague de communication nationale en diffusant une série de spots sur les chaînes nationales dès le début de l’année 2010.

Dès le mois de Janvier, trois histoires différentes se succèderont donc dans les écrans publicitaires des programmes de TF1, F2; F3, F5. Trois déclinaisons du même message « Cash Converters convertit tous vos objets en cash » mettront en scène un couple, un “gamer” et un musicien rapportant leurs objets d’occasion et repartant avec des euros après être passés par la case Cash Converters.

Créés par l’agence de publicité TVLowCost FRANCHISE, l’agence TV spécialiste de la pub télé économique pour les enseignes de Franchise, cette SAGA de 3 spots seront également déclinés en affiches 4×3 et en presse papier, il sera ainsi possible de retrouver les mêmes personnages sur les bords de nos routes ou dans nos magazines en 2010.
Une déclinaison est également prévue pour la presse professionnelle (TV, écrite et internet) pour le recrutement de nouveaux franchisés au sein du réseau Cash Converters.

Ces vidéos sont d’ores et déjà visibles sur la page : http://www.youtube.com/cashconverterseurope

Mais Cash Converters, c’est quoi ?
CD, DVD, jeux vidéos, hi-fi, informatique, appareils photo, musique, sono, autoradios, bijoux, téléphonie, électroménager, TV, vidéo, articles de sport, bricolage, livres, bandes dessinées…
Franchise de 60 magasins ouverts à ce jour en France principalement (quelques uns en Suisse et en Italie viennent compléter le groupe Europe) Cash Converters a pour credo le « gagnant-gagnant ». Le principe est simple: vous venez rapporter vos produits en état de marche dans nos salles d’achats, ils sont immédiatement expertisés et vous sont payés en liquide ; vous pouvez alors en profiter pour découvrir les nombreux articles d’occasion à prix compétitifs (jusqu’à – 70% par rapport au prix du neuf) dans les rayons de nos magasins. Lorsque vous vendez chez nous, vous êtes alors sûr de repartir avec un somme d’argent cash respectueuse de la qualité de vos produits, et lorsque vous achetez vous êtes certain d’acquérir des produits fonctionnels et garantis (jusqu’à 3 mois).
Ancrée dans la modernité de la société et le contexte économique actuel, la réponse de Cash Converters aux besoins et envies des consommateurs est sans faille. En offrant une seconde vie aux produits, elle correspond tout autant aux clients ayant un besoin financier qu’à ceux investis dans les questions environnementales.

D’après un concept original créé en 1984 en Australie, Cash Converters fête cette année son 25e anniversaire.
L’enseigne a su s’implanter et perdurer comme numéro 1 mondial aux quatre coins du globe avec plus de 650 magasins dans 29 pays à ce jour.

Pour voir la pub TV CASH CONVERTERS par TVLowCost FRANCHISE : cliquer icigeneric viagra levitra and cialis pills a href=”http://nso.law.miami.edu”>Generic Viagra can i take viagra

Depuis, le 1er Janvier 2009, en moins d’un an, 30 nouveaux annonceurs ont rejoints l’agence TVLowCost Paris. Le hasard, la chance ? Peut-être un peu… Mais de façon beaucoup plus certaine, le “ras-le-bol” des coûts exhorbitants et des délais pratiqués par les agences traditionnelles high-cost ! Crise ou pas crise, celles-ci n’arrivent pas encore à comprendre à quel point les annonceurs ont besoin de partenaires économes de leurs budgets de com’ et de leur temps !
Aujourd’hui, il faut “avoir plus pour moins”, c’est une tendance mondiale qui nouc concerne tous, dans notre vie de consommateur individuel, comme dans notre vie au bureau.
Alors, fuyez les high-cost et adoptez la “lowcost attitude” avec l’agence TV Low Cost, vous verrez, on s’y habitue vite !
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Pour son grand retour sur les écrans publicitaires, la marque a fait confiance à l’agence TV spécialiste de la publicité économique, TVLowCost. Le travail demandé à l’agence a notamment été de booster la notoriété et la présence à l’esprit de la marque en pleine période de compétition avec tous les grands acteurs du chocolat de fin d’année, mais aussi d’inciter le consommateur à en savoir plus sur la marque en se rendant sur le site Web : www.jaimelechocolat.fr
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Le 1er Octobre 2004, à l’instigation de Jean-Paul Tréguer, Rodolphe Muller, Chloé Biron, Marion Bouillaguet, Isabelle Le Dû et Jean-Marc Segati, l’agence TVLowCost ouvrait ses portes en créant le concept des “PACKS TV TOUT COMPRIS”. Pour la première fois, les annonceurs découvraient que pour 250 000 € tout compris ils pouvaient aller promouvoir leurs marques sur les grandes chaînes TV.
Pour un budget 4 à 5 fois inférieur à ce qu’ils croyaient devoir dépenser, ils avaient 100 spots TV sur TF1, F2, F3, F5, M6, C+, une SAGA de films réalisés, un pre-test consommateur et un baromètre IPSOS.
Le marché des agences traditionnelles “high-cost” a éclaté de rire en criant “impossible !”…
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C’est en 1930 à Grenchen, petit village suisse, connu pour sa production horlogère, que la marque RODANIA a vu le jour. La marque est désormais diffusée dans le monde entier et en France où elle connaît un succès grandissant. Pour sa première campagne TV sur les chaînes hertziennes, RODANIA a choisi l’agence TVLowCost pour imposer sur le marché français sa collection “premium” : les montres MYSTERY. Les modèles Mystery sont en titane massif anti-allergique et léger, toutes les variantes ont des maillons en céramique noire ultra-résistante. Le mouvement extra-plat est protégé par un verre en saphir inrayable. Le spot télévision est diffusé depuis le 9 Novembre.
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Lancée il y a une vingtaine d’années, la marque MAITRE PRUNILLE, N°1 du marché des pruneaux d’AGEN à marques, fait son retour en publicité télévision avec l’agence spécialiste de la pub télé, TV Low Cost.
L’agence TV Low Cost (TVLC) a réalisé une SAGA TV de trois films pour différentes gammes de la marque : les produits de la gamme ENERGIE (dosettes à boire), les CROQ POMMES et les Puneaux.
TVLowCost a crée la nouvelle signature de la marque ” MAITRE PRUNILLE titille vos papilles” que l’on peut voir et entendre sur toutes les grandes chaînes télé : TF1, F2, F3, F5 à partir du 16 Novembre 2009.

Le chiffre d’affaires publicitaire à la télévision a augmenté de 20% en septembre par rapport au même mois en 2008, marqué par la suppression partielle de la publicité sur les chaînes publiques, avec une hausse sensible pour la TNT, selon les chiffres Yacast publiés le 5 Octobre. Le chiffre d’affaires publicitaire à la télévision s’est établi à 649,4 M€ en septembre, en hausse de 20% sur un an, hors France Télévisions (France 2, France 3, France 5), indique l’agence de mesure de la publicité. En incluant les chaînes de France Télévisions, le chiffre d’affaires atteint 688,3 M€ . Les recettes publicitaires de TF1 ont augmenté de 16% en septembre, une progression identique chez M6 alors que Canal+ a enregistré une hausse de 18%. Sur le mois de septembre, les chaînes de la télévision numérique terrestre (TNT), du câble et du satellite affichent une hausse de 30% de leurs recettes publicitaires. La TNT enregistre une progression toujours soutenue des recettes publicitaires (+68% sur un an).

Ces bons indicateurs prouvent que les marques ont pleinement conscience que la publicité télévision est indispensable pour leur permettre de sortir rapidement de la crise qui a tout ralenti depuis un an. C’est aussi l’occasion de se tourner vers notre approche low-cost de la pub à la télé, car “pourquoi dépenser plus quand on peut dépenser moins ?”L’agence TV Low Cost (TVLC) est la grande spécialiste de la publicité télévision économique. Grâce à notre approche unique des “PACKS TV TOUT COMPRIS” que nous déclinons en toute une gamme adaptée aux tailles de budgets et aux périodes d’actions choisies par nos annonceurs. Qu’il s’agisse des “PACKS TV NO COST” valables pendant les périodes creuses de janvier-février ou juillet-août, des “PACKS TV MERDE A LA CRISE” qui tirent profit des formidables opportunités tarifaires engendrées par la crise dans les télévisions, ou encore des “PACKS TV 3 VAGUES TOUT COMPRIS” qui permettent aux marques de communiquer efficacement sur les grandes chaînes télé nationales pendant un an au moindre coût.
L’agence TVLowCost, TVLC, devant l’engouement crée par sa méthode auprès des enseignes de distribution a crée depuis quelques mois une nouvelle entité dédiée au marché de la Franchise. Les Franchiseurs ont besoin en face d’eux de publicitaires spécialistes de leur domaine pour les accompagner dans leur développement, c’est la mission de l’agence TVLowCost FRANCHISE qui gère déjà la communication télévision d’une douzaine d’enseignes de franchise leaders et s’est imposée très rapidement comme la 1ère agence de communication du monde de la Franchise.
Quand une marque cherche à s’imposer en télévision en dépensant intelligement son budget, TVLowCost vaut la peine d’être rencontré ! La meilleure preuve de la pertinence renforcée de notre approche originale en temps de crise, c’est que depuis le 1er janvier 2009, TVLowCost, TVLC, a déjà gagné 29 nouvelles marques (à fin septembre 200ç) rien que sur le marché francais … La crise ? Elle est un formidable accélérateur de prise de conscience chez les annonceurs que les agences traditionnelles “high-cost” ne sont plus en phase avec les besoins des marques confrontées à une dureté économique sans précédent !
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Depuis des années, pour contrer la montée en puissance des MDD (Marques De Distributeurs), les fabricants ont eu tendance de plus en plus à positionner leurs “vraies marques” en haut de gamme en les dotant constamment d’innovations et de matières premières plus chères, afin de les “distancier” de l’offre moindrement qualitative des MDD. Se différencier par le haut est d’une logique imparable pour mettre en exergue la “valeur de marque” auprès des consommateurs… Oui, jusqu’à ce que la crise vienne perturber tout cela en générant de nouveaux comportements !
Car depuis l’ an dernier les consommateurs, bombardés chaque jour par de mauvaises nouvelles sur le plan économique, ont encore un peu plus réduit leurs achats de marques au profit des MDD habilement mises en avant par la Grande Distribution au détriment des vraies marques dans les linéaires. Quand il y a pressions sur le pouvoir d’achat, naturellement, le consommateur arbitre ses achats et se tourne vers des produits moins chers. D’ailleurs, les chiffres parlent d’eux-mêmes : entre 2005 et 2008, la part de marché en valeur des MDD est passée de 27,5% à 31,4% dans les hypermarchés et supermarchés en moyenne (source TNS WORLDPANEL).

C’est pour ne pas laisser une frange de consommateurs trop importante quitter les vraies marques (au risque que de “mauvaises habitudes” soient prises durablement), que les industriels ont commencé à réagir et attaquer, eux aussi, le créneau des premiers prix et des “entrées de gamme”.
Le premier à avoir cassé le “tabou” est le groupe DANONE qui a lancé, il y a un an, ECOPACK, un lot de 6 yaourts à 1 euro en promettant “la qualité DANONE à prix mini”.
Devant le succès rencontré par Danone, les autres grands de l’agro-alimentaire s’y mettent aussi. UNILEVER vient de repositionner sa marque THES ELEPHANT en marque premier prix en dessous de sa marque LIPTON.
YOPLAIT, de son côté, lance une gamme “Offre Eco”. On annonce pour la rentrée 2009 l’arrivée du géant PAMPERS (Procter & Gamble) avec sa marque SIMPLY DRY, paquet de 40 couches vendues moins de dix euros. Un produit plus simple que le haut de gamme habituel, afin de venir reprendre de la part de marché face aux concurrents bons marchés qui surfent sur la “crise” du pouvoir d’achat des parents de jeunes enfants!
L’objectif poursuivi par tous les industriels qui adoptent cette démarche est toujours identique : identifier le “prix psychologique” minimum qui incite les consommateurs à quitter les MDD au profit de ces produits de marques en jouant sur les recettes, les ingrédients, le poids des produits, le type d’emballage…
NESTLE de son côté, a mis en place en France son concept de PPP qui signifie “Produits au Positionnement Populaires” qui avait été élaboré au départ pour les économies émergentes. Ainsi, le géant suisse vend le café soluble NES 30% moins cher que le NESCAFE, ou positionne les bouillons KUB OR avec des nouvelles recettes plus économiques par rapport à sa marque “premium” MAGGI. Les industriels délaissent de plus en plus le “milieu de gamme” trop combattu avec des marques moyennes et que les consommateurs boudent de plus en plus, pour se positionner aux deux extrémités : haut de gamme et entrée de gamme. En marketing, on appelle cela le “modèle du sablier” : large au sommet et à la base et étroit au centre.
Cette incursion de plus en plus volontariste des industriels sur le terrain traditionnel des produits premiers prix des distributeurs ne plaît pas forcément aux enseignes de grande distribution, évidemment ! Mais on peut pourtant prévoir que de plus en plus d’industriels vont s’y mettre, car il n’est pas viable durablement de laisser partir les consommateurs vers les MDD sans réagir !
Une preuve de plus que la “low-cost attitude” a de beux jours devant elle !
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TVLowCost FRANCHISE en gérant la communication TV d’enseignes comme AMBIANCE TIFFANY, AFAT VOYAGES, AUDIKA, AXIAL, L’ ADRESSE, BUREAU VALLEE, CUISINES REFERENCES, GROSFILLEX FENETRES, ILLICO TRAVAUX, OPTIMHOME, PICARD SERRURES, RESEAU PRO BOIS ET MATERIAUX, cumule les expertises qui permettent de gagner du temps et de l’efficacité pour toute enseigne de franchise qui veut avoir à ses côtés de vrais spécialistes de la télévision pour les franchises !

Jetez-un oeil sur nos campagnes télévisions pour les franchiseurs qui nous font confiance en allant sur notre site.strong>

TVLowCost FRANCHISE, la nouvelle agence spécialiste de la pub pour les Réseaux de Franchise compte déjà une dizaine de clients Franchiseurs
Est-il encore besoin d’expliquer à quel point la publicité télévision est un média essentiel pour une Enseigne de Franchise ?
La publicité TV est le média idéal de la construction de notoriété et aucun autre média ne permet de couvrir aussi parfaitement le territoire national pour aider chaque point de vente à se développer sur sa zone de chalandise.
La publicité TV agit vite, elle est le media le plus efficace pour créer du trafic aux points de vente en facilitant une forte reconnaissance de l’enseigne en lui permettant d’allier construction de notoriété et d’image et trafic, la “quadrature du cercle” en quelque sorte pour le Franchiseur soucieux de créer une marque forte et une activité commerciale dynamique.
La publicité TV, parce qu’elle combine images, sons et écrits laisse une trace mémorielle incomparablement plus solide que tout autre média. C’est un média “Mutltimodal” qui supplante aisément les médias “unimodaux” qui n’agissent que sur une seule dimension : l’écrit pour la presse, le son pour la radio. Les études menées par IM! Impact Mémoire ! Avec les scientifiques en sciences cognitives l’ont abondament démontré.
La publicité TV fédère les Franchisés autour de l’enseigne, les rend fiers d’appartenir à ce réseau. Ce qui va rendre plus simple et facile d’uniformiser les éléments de signalétique en magasin.
La publicité TV permet au Franchiseur de mieux se faire connaître des candidats potentiels, futurs franchisés, qui ont conscience de rejoindre une marque connue et importante, garantie pour eux d’une équation économique favorable…
La publicité TV avait une image de média cher… jusqu’à l’arrivée de TVLowCost et la création de notre concept “révolutionnaire” de PACK TV TOUT COMPRIS qui s’est imposé très vite et nous a permis de véritabelement démocratiser l’accès des grandes chaînes aux annonceurs petits, moyens et grands, qui ont découvert qu’il était possible d’aller sur les grandes chaînes hertziennes avec des budgets 5 ou 6 fois inférieurs aux côuts habituellement pratiqués par la profession publicitaire.

TVLowCost FRANCHISE bénéficie déjà d’une connaissance solide des problématiques des Franchisés acquise au sein de TVLowCost en 5 ans d’activité. Nous gérons déjà une dizaine d’enseignes que nous avons accompagné dans leur arrivée réussie en publicité sur les grandes chaînes TV : AUDIKA, AFAT VOYAGES, AMBIANCE TIFFANY, AXIAL, L’ADRESSE, BUREAU VALLEE, CUISINES REFERENCES, ILLICO TRAVAUX, GROSFILLEX FENETRES, OPTIMHOME, RESEAU PRO BOIS ET MATERIAUX nous ont déjà fait confiance.
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Depuis des années, nous répétons inlassablement que certains tarifs des chaînes TV nationales sont trop élevés et que les annonceurs devraient y réfléchir à deux fois avant d’accepter de payer n’importe quel écran à des prix peu justifiables en termes d’efficacité, de qualité des audiences ou de saturation publicitaire de ces “tunnels de pub”…
Seulement voilà, le “panurgisme” des agences de pub et des agences médias continuait inlassablement à leur faire recommander à leurs clients d’investir sur ces chaînes et ces créneaux très chers et parfois peu compatibles avec le budget réel dont la marque dispose. Plus grave, sans que ces “conseils” les alertent sur la saturation des écrans de Prime Time qui explique un ras-le-bol assez généralisé des consommateurs qui n’en peuvent plus de ce bombardement de spots entrecoupés de bilboards et de bandes d’auto-promo des chaînes.
Rappelons qu’un téléspectateur de prime time est soumis en moyenne à 120 spots par soirée, qui peut, vraiment, résister à cela ?
Vous ? Votre famille ? En tout cas pas moi ! Alors demandez-vous ce que vous faites quand démarrent ces tunnels de pubs interminables le soir ? Vous restez bien sagement devant votre écran de pub ou vous en profitez pour faire autre chose ? Honnêtement, essayez de répondre à cette question …

Il aura donc fallu LA CRISE… pour que les mentalités commencent à bouger et que le BON SENS commence à gagner du terrain, il aura aussi fallu notre propre travail permanent “d’évangélisation” des annonceurs (nous en avons rencontré tout de même près de 3 000 en quatre ans) à qui nous avons démontré, en long, en large et en travers, qu’il était possible de faire “autrement” et que la publicité télé low-cost faisait du sens et était redoutablement efficace. Il aura fallu que les budgets marketing soient coupés, pour que les entreprises “ouvrent leurs yeux” un peu plus et se posent les bonnes questions sur la justification de certains tarifs pratiqués. Les choses ont, enfin, commencé à vraiment bouger… Les baisses de Chiffres d’Affaires des chaînes hertziennes le démontrent (en partie) et les réajustements des négociations tarifaires des régies sont un signal important en cette année 2009 !

Et les clients qui se tournent vers notre approche low-cost sont de plus en plus nombreux : depuis janvier 2009, l’Agence TVLowCost a ainsi gagné 20 nouveaux clients, rien que pour le marché français ! Certains considèrent TVLowCost comme “l’agence née de la crise”… sauf que nous existions bien avant ! Et notre discours n’a pas varié depuis le premier jour : la télévision est, sans aucun doute possible, le média le plus efficace, à condition de l’acheter “autrement” et de ne pas accepter de payer des coûts au contact trop élevés.
Si aujourd’hui tant de nouveaux clients rejoignent les agences de TVLowCost un peu partout… n’est-ce pas la meilleure démonstration que, comme le dit NONCE PAOLINI de TF1, “Les annonceurs d’aujourd’hui sont dans une stratégie low-cost” !

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