Locks and Security News: your weekly locks and security industry newsletter
17th April 2024 Issue no. 701
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We have Mail: UAP puts £500,000 into National Radio Advertising
After seeing sales of our UAP+ Zero Lift Anti Snap cylinders soar since the Inside Out BBC airing we have decided to invest heavily in our products.
Over the past 4 years UAP have been banging the drum about offering better cylinders to the end consumer. Two years ago we developed and launched the UAP+ Anti Bump, Anti Snap Zero Lift cylinder and we have seen sales grow month on month.
I have followed the debate about Three Star cylinders, Diamond Standard cylinders etc without making comment as most of it seems a point scoring exercise to me. The fact is simple, The Diamond Standard has no relevance at all at the moment, and the only reason this was originally quoted so heavily was the cylinder in question could not achieve the 3 Star rating. For the purposes of Secured by Design the only relevant cylinders are the Kitemark TS007 cylinders.
The BBC article took me and most others by surprise, and I have made my own views on the irresponsibility of this well known on forums such as doubleglazingblogger.com. However, the cat is out of the bag, and no matter what people say the subject is now in the public domain.
I decided that now was the time to establish the UAP+ Zero Lift cylinder's position in the market place. And the right way to do that was to support the product in the consumer arena.
We have chosen to start our campaign with Radio Advertising, and our equivalent spend in April is £100,000 across Smooth FM Nationally and Tower FM. The campaign uses 2 advertisements. The first a 40 second advertisement aimed at outlining the issues and offering the UAP+ Zero Lift Cylinder as an easy and economical solution. The second 20 second advertisement is aimed at asking the consumer to demand UAP+ Zero Lift cylinders when buying replacement doors.
The April campaign on Smooth and Tower Radio is heavyweight with an OTH (opportunity to hear) of over 3 per person per week.
Why Smooth and Tower? Tower is our local station covering Bury, Bolton and the surrounding areas and we have spent a significant sum on a 6 month campaign. Our goal is to create a stronghold in the local area.
We wanted to generate as much National coverage as we could and chose Smooth FM as the ideal platform. Smooth Radio has the right audience with an average weekly adult audience of over 3.3 million listeners tuning into presenters like Simon Bates, Kid Jenson etc. These 3.3 million adults account for approximately 2.2 million Home owners.
The first wave of advertising starts on April 9th on Smooth across their 6 FM Networks: North West, Glasgow, North East, West Midlands, East Midlands and London. National coverage is guaranteed from their Digital station and their Freeview TV stations.
We are directly all the listeners to our new site www.upgrademylocks.com where we are promoting for free our locksmiths, hardware shops, and uPVC window companies.
This is now the moment in time that we have changed our marketing from strictly B2B to B2C. To add weight to that during our financial year May 2012 to April 2013 we are committing a further £400,000 to Consumer focussed advertising to further strengthen our UAP+ brand franchise.
So in closing, UAP have done what no one else has so far. We have put our money where our mouth is. We believe we have a superb product, backed up with great support, and sold at highly competitive prices. Time will tell if we have done the right thing, and if the industry walks with us, but the indications are that they will.
David Jennings
Managing Director
4th April 2012