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Increasing market share
Case study: Scot-Ads
The problem…
A small ads title with 93,000 weekly readers, Scot-Ads wanted to increase the number of ads booked, and sell more papers. Facing competition from AdTrader, eBay and others, they were in danger of falling behind.
Our solution…
We rebranded the product, reflecting its quality and appeal to a broader audience.
Our strapline ‘A good deal, a good deal closer’ stressed two things: Scot-Ads is value for money, and buying/selling locally has advantages over bigger marketplaces.
Our advertising campaign combined quirky images and humorous headlines to reinforce these points. We also made the paper and website consistent; and improved buying and selling online.
The result…
Scot-Ads overtook its nearest rival to become number one in Scotland. Market share rose from 40.21% to 47.9%.
“The re-branding was instrumental in reaching No.1 in Scotland. And the campaigns allowed us to consolidate that position – and continue to grow market share against our competitors.”
Andrew Kindness, Scot-Ads