Cashing in on the MasterChef final

Rockhampton Hairhouse Warehouse franchisees Jason and Jodie Kliese have booked a TV ad that will air during the MasterChef final. What do you think it will cost?

Jason and Jodie Kliese will advertise their Rockhampton Hairhouse Warehouse franchise on TV this Sunday night during the grand final of MasterChef Australia.

The cost?

Under $500 – with a potential audience of 250,000.

The Klieses haven’t had to spend on making their commercial – the weekly 3% marketing fee they pay to Hairhouse Warehouse covers television spots like the one below for the group’s Wollongong office. But the pair also budget an additional 3% to 6% for local advertising that goes beyond the national campaigns the franchisor conducts.

“National promotions happen three or four times a year so to be seen all year I advertise in-between,” says Jason. “We need to make sure the customers know we are still here.”

Television appeals because, Jason says, “Regional TV is phenomenally well-priced.”

“We opened in February 2010 and consistently used [local radio station] Hot FM.” Results were not immediate – Jason believes “it always takes three or four months to get traction” – but says “business is up 45% a week compared to the same weeks last year,” an indication the promotions are working.

Kliese feels the key to working with broadcast media is to build a relationship and spend consistently. Local radio and television stations in Rockhampton have the same owner and that has made it easy to build a relationship with a sales rep, who has come to understand that the franchise is in it for the long haul. Better rates have followed.

Kliese has since expanded into other broadcast media, working with radio stations whose audiences are centred on nearby towns like Gladstone and Emerald but have some Rockhampton listeners. He is also trialling digital television advertising on 7Two. That station has a small audience of around 8,000 local viewers, but Jason says it offers “very low cost.”

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