Legacy Roundtable 12 – 1st March 2022

Effective Legacy TV Advertising

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Key Takeaways

In this episode our hosts Stephen Follows and Helen Smith speak to our expert guests on the topic of effective Legacy TV advertising.

Vicki O’Hare, Head of Legacy Marketing & Harvey Kirk, Direct Marketing Manager – RSPB

Finding an agency that understood legacies, storytelling and were able to help make sense of media buying made what was a new experience feel less intense. 

Processes can take a while, giving yourself as much time as possible to reach out to the different departments across the organisation that will need to have some form of involvement in the process (Brand, creative, PR, legal) 

Creating a legacy TV advert helped gain a large amount of internal buy-in and really raised the awareness and support for the legacy department within the organisation.

Taking a bold risk moving away from live video to try something new using animation was scary but was extremely well received. 
Running events and acquisition campaigns alongside the TV ad has helped create high quality leads for the legacy department.

Being aware of campaigns, events and communications happening in the other departments of the organisation can be really important when looking at when to air a TV ad, as there may be opportunity to ride on the tail of brand awareness at a specific time. 

Clare Sweeney – Keepace Consults (working with Eden Valley Hospice)

It’s achievable, even if you haven’t done this before, even if your budget is small and this is YOUR cause, so you can present YOUR legacy message in your way.

Focus on INSPIRATION, you don’t need to make people feel bad or sad. Think about the mission you set out to achieve and how this will make the world a better place, this is your legacy message and describe it as investable.

integrating the advert into many communication channels, recycle, reaffirm, and remind people about your message not only to make the most of your investment but to filter through effectively.

This activity can create a sense of community and inclusivity internally – a feel good celebration of what you do and how you do it.

Externally, you are reaching out to your family of supporters, and this is great, not everyone will let you know that they are going to leave you a gift in their Will, but this is an opportunity to invite those that want to, to let you know about their intentions.

Hannah Saunders – The Kite Factory 

There is a misconception that people are moving away from linear TV to things like Disney+ and streaming platforms, however this is not the case for ages 55 and above, the level of engagement is growing more steadily in this demographic now than in the past decade.

In the last two years Legacy TV ad response has moved more online with an older audience becoming more comfortable digitally. There has been a surge in online responses to DRTV shifting away from what used to only be telephone responses, it’s important to note that both response mechanisms should still be in use to capture whole audience.

It is key to have a robust digital testing and measuring framework in place before launching  TV ad

To ensure best results, it is advisable to have a deep and thorough understanding of your target audience before embarking on the Legacy TV advert process. Having a clear understanding of what proposition messaging and creatives will work best with your audience, and knowing what makes them tick, is vital to success.

Look at timings in the year which are best for airing your TV ad. A hugely popular and successful time is around Remember a Charity Week, but this is often when many other charities will be doing the same!

Ideally have a budget that allows for learnings in the early phases that can be applied to future (and optimised) broadcasts of your advert.