Herbert Brown is a secondhand jeweller, pawnbroker and operator of other financial services with 36 branches across the North of England and the Midlands.
Research revealed that just 39% of the population in Yorkshire recognised the brand and 90% saw Herbert Brown as a jeweller and did not refer to any of its other services.
It was then decided that an advertising initiative was needed in order to create greater awareness of the brand and the other range of services on offer. It was keen to advertise on ITV so it could target the Yorkshire region specifically, covering 20 out of its 36 branches and keeping costs down to a minimal.
In November 2009, Herbert Brown decided to sponsor ITV1 Yorkshire Weather.
- To create greater awareness of the brand
- To change perceptions of the brand and make the public aware of the other services which Herbert Brown offer
- To promote its new gold buying service
- To promote the Herbert Brown stores in a visually impactful way
Brand Awareness
-Pre Campaign: 39%
-Post Campaign: 66%
Concept of What the Company Does
-Pre Campaign: 90% Jeweller, 5% Pawn Broking
-Post Campaign: 66% Jeweller, 25% Pawn Broking
Growth
-30% growth in customers selling gold in stores covered by the campaign
-0% growth in customers selling gold not covered by the campaign
As a traditional secondhand jeweller with a long history, Herbert Brown’s recent growth led us to consider TV sponsorship for the first time. We chose to sponsor the ITV Yorkshire Weather as it allowed us to target a clear geographic area, display our product and stores visually, and get our key messages across to a mass market audience. We were delighted to see that after a two month campaign, brand awareness of Herbert Brown had grown from 39% to 66%, awareness of our pawnbroking service had grown from 5% to 25%, and growth in our new gold buying service was 30% higher in our Yorkshire stores than elsewhere. The service offered from our account manager John Diskin was excellent, and I can highly recommend ITV Yorkshire sponsorship to other local businesses.
Rod Mason, Managing Director, Herbert Brown & Son Ltd