Inside 1-800-GOT-JUNK’s latest TV integration » Media in Canada
For the garbage disposal company 1-800-GOT-JUNK, managing director David St. James says that there is an unrestricted approach for paid media.
The brand is not conservative when it comes to buying media, especially in the traditional space. TV commercials have played a key role in promoting the brand since the brand was founded in Vancouver in 1989. She still uses television commercials as well as frequent radio purchases to create widespread awareness. To drive consideration in more relevant contexts, much of the advertising spend is invested in OOH and location-based ads. However, David St. James, managing director of 1-800-GOT-JUNK, says one of the key components of its growth continues to be TV sponsorship and integrations.
The latest version of the Extreme Makeover: Home Edition live series that is currently airing will go live.
The season recently debuted on HGTV and HGTV Canada, eight years after US Net ABC’s regular series was effectively canceled (although specials continued to air). This new season, the new host Jesse Tyler Ferguson has been hired. The garbage disposal brand was incorporated into six episodes, helping the on-screen construction team dispose of old materials, which bought them plenty of time, but most importantly, integrating them into feel-good moments. There is also social media and digital extensions with the GOT-JUNK brand.
“It’s a pretty easy start to the landscape today,” says St. James of TV integrations. While the company has worked with non-written series like Hoarders and Restaurant Makeover in the past, as well as a previous appearance on Oprah, this show is more obviously in line with the brand’s values because it’s inherently uplifting. “It’s a happy show. It really changes people’s lives. It’s a good feeling and that fits our brand. “
He adds that GOT-JUNK “gets a lot of talk and we don’t say much” when it comes to TV integrations. In the future it is intended to be selective with programs that combine a positive message with a large audience.
According to St. James, the goal is not necessarily to increase conversions, but rather to focus on making the brand more of a household name. It’s noteworthy that Extreme Makeover: Home Edition is a US-based show, but St. James says this works even better for the brand. 1-800-GOT-JUNK has franchises in the US and Australia, but “the show has a huge reach among Canadians too” so it efficiently ticks the boxes for an awareness game.
“A high level of brand awareness can be very difficult to measure,” he says. “But you need that experience, and we can’t miss being connected to a brand that shares the same values and characteristics as ours.”
He says company founder Brian Scudamore was always looking for television partnerships and sponsorships, but viewed them more as a PR strategy. Therefore, these integrations are always carried out directly with the media property. “We think it creates a better alignment for us,” he says.