Many people today believe that television advertising in the traditional sense has become much less effective than it once was. However, internet users tend to believe that television has a more compelling effect on whether or not they purchase a product or service, or even whether or not they become aware of that product or service in the first place.
The simple truth is that direct response television marketing works. The problem is that companies are searching for a better approach that brings in the same response, while lowering their overall advertising budget. A good way to capitalize on direct response television advertising is to add a strong call-to-action to go along with the delivery of your message. The campaign that seems to be working best today combines the creative and successful results of television advertising with a message that practically propels interested consumers to grab the phone or head online to the company’s website. Brand building and direct response advertising are both used in this method. The end result is a very positive ROI. Generally speaking, brand awareness is what every marketer covets. After all, without consumers being aware that your product or service exists, you can expect very little profit. You should keep in mind that you will not see massive results by simply putting up a small banner at the bottom of your television advertisement with your website listed. You will not even see these results with an 800 number. What you need to do is to create an overwhelming call-to-action.
This may seem easier said than done. The key however, is in creating a bond between your product or service and your customers. Take Progressive Auto Insurance Company for instance. Their ads attempt to build trust with their potential customers by offering them the lowest rates on the minimum insurance that they need in order to drive legally. They show prime examples of customers who have saved money with their company. Their main strategy however, is to show the truth. They admit that not all of their customers will save money and they show that truth right on the television screen for all to see. Building a brand name is important, but building the trust of those who view your advertisement is the most important aspect of television advertising, or any advertising for that matter.
Nearly everyone in the world owns a television set and millions of people admit to watching TV more than five hours each day. The potential of reaching millions of consumers is there, but you need something that will drive them to you. This is where your strong call-to-action comes in. You must convince your customers that you have what they need, more so than anyone else. If you are marketing pain relief, then you have to convince your customers that your pain relief is the best. Your customers or potential customers want to know that you have the answer to all their fears. They want to know that your product or service will solve their problems, make their lives easier and generally give them exactly what they need.
Television advertising is still an excellent way to get your message to millions of consumers. The thing to keep in mind is whether or not you are ready to convince these consumers to convert to customers. If not, it may be a good idea to re-evaluate your online marketing campaign, direct response marketing or whatever form of advertising you are currently using.
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