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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
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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)
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• Why Airtime Purchase (Advertisers)
– Control over product selection
– Partner pays for own shows (by the hour)
– Greater say in the branding and presentation
Partner Logo
Airtime Model
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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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Timeslot
Ideal WorldAirs on Freeview, Sky,
Freesat & Virgin
Ideal ExtraRepeat Channel
Air on Sky
Mon - Fri Sat & Sun Mon - Sun
08:00 – 11:57 Morning £7,500 £10,000 £750
12:00 – 17:57 Afternoon £7,500 £10,000 £1,000
18:00 – 19:57 Early Evening £7,500 £10,000 £1,000
20:00 – 23:57 Evening £10,000 £10,000 £1,000
00:00 – 07:57 Overnight £750 £750 £1,000
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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
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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
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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 Media18
• 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?
Marketing the Shows
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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……...23