The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
This innovation initially came to life when…
…we saw businesses struggling to advertise themselves, unsure of where to start and lacking in time, money and media experience. We created a trusted marketplace matching available media space, both rate card bookings and ‘last minute’ deals, with those businesses wanting to purchase advertising. All types of media are available, including: TV, Radio, Newspapers, Magazines and Digital (online). We developed the Last Chance Ads marketplace to be: fast, easy to use, open 24/7, media company independent and offering businesses the opportunity to search, find and purchase – all in the one place via the web or mobile.
WHAT & HOW
The purpose of this innovation is to…
…centrally gather, display and buy advertising space from leading media companies across all types of media. Businesses can quickly and effortlessly purchase any type of media at Last Chance Ads, saving valuable time, money and effort.
It does this by…
…clearly displaying the latest media ads or space available, material deadlines, prices and any Terms and Conditions. Businesses can, via the web or mobile, quickly and easily search, review and buy by media type, category, location, publication, target market, price or date. Businesses can also combine different media types in the same transaction, with an easy to use checkout.
PURPOSE & BENEFITS
This innovation improves on what came before because…
…businesses can now quickly and easily search, review, set alerts for future opportunities and buy all their advertising in one place. Businesses can also buy different types of media in a single transaction. Media Company Independent – transparent and objective. It never closes – available 24/7 on both the web and mobile. New advertising is uploaded every 24 hours.
Its various benefits to the customer/end-user include…
Independent, transparent marketplace. Fast, easy to use ‘one stop’ solution, saving businesses valuable time and money. Integrated features: Alerts, Campaign Building, Print Creation, Production, Validation and Delivery. Access to media advertising opportunities that previously were only available to larger advertisers.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
…businesses searching and contacting each media company, comparing offers and deals, visiting each media owner’s site or using a media agency. This consumed valuable time, money and effort. Businesses also had to contact several different media companies if they wanted to advertise a campaign across different types of media, compounding the time, money and effort issues leading to greater frustration.
Its predecessors/competitors include…
Media In-House Direct Sales – Selling only their own media products. Media agencies – Selling those media products that made the media agencies the most margin. Media buying consortiums – compromising value through price.
TARGET MARKET
It is made for…
…any business which is looking for the best value in media. In Australia, there are an estimated 750,000 businesses not using a media agency to purchase advertising. It is estimated that more than 75% of these businesses advertise at least once a year. The Last Chance Ads marketplace displays all types of available media for immediate and is open for business 24/7 via both web and mobile platforms. Designed, developed and patented globally, Last Chance Ads, a Melbourne-based company, is currently focused on the Australian market with plans to export within the next year.
DISTRIBUTION STRATEGY
It is available for sale through…
…the web and mobile online platforms (www.lastchanceads.com). Businesses register their details and can then access the available media opportunities and resources. Last Chance Ads is the ‘one stop’ media marketplace for business.
Our marketing strategy is to…
…launch to the media owners and businesses within the next 6 months. We will concentrate primarily on PR activities, search engine optimization and word-of-mouth social marketing to attract businesses to register and use Last Chance Ads. We will also use direct and affiliate marketing partnerships to develop the number of businesses using Last Chance Ads.
SUPPORTING IMAGES AND/OR VIDEO
Last Chance Ads – VIDEO LINK: http://bit.ly/bYQdH4
SHOW YOUR SUPPORT FOR THIS INNOVATION
While the judging is now officially over, you can still show your support for this innovation in one of the following three ways:
- Hit the VOTE UP button: Top left of each page (Not available for IE users)
- Trigger a Reaction: Re-Tweet, Like on Facebook, etc.
- Leave a Comment: Share the love!
To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.
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Melbourne: 1 June 2012
Sydney: 30 June 2012
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