I know you hear it. I know you hate it. I know you’re tired of the whining. Your prospects and clients are saying, “TV advertising is A LOT of money.” Or, “I don’t have the money to WASTE on TV ads.” So here’s how you help them NOT waste their money.
Tony Ceresoli blogs about making TV advertising effective, and he breaks it down into 3 easy rules that you can use to educate and sell your wishy-washy clients. If you can remind them (or even inform some of your new-to-business prospects) of how a GOOD commercial can drive traffic, then hopefully the benefits of buying the time will sell themselves. Effective spots always include:
- A CALL TO ACTION. The commercial provides consumers tangible reasons to shop at the store. Stay away from generic platitudes like “low prices” and “great selection.” Don’t state the obvious. The advertiser needs to focus on what sets his or her business apart.
- A BRAND PROMISE. It’s only when both the brand promise and the offer coexist, that your advertiser has the makings for an effective TV commercial. Would a consumer rather have a 99-cent hamburger from a no-name burger joint, or a 99-cent Big Mac from one of the most recognizable brand names in the world? Without a brand promise, your client’s price and item commercial will fall flat.
- CONSISTENCY. “Find something that works and stick with it. Just ask BMW – which has stayed the course since 1975 with ‘The Ultimate Driving Machine.’ Or how about Maxwell House Coffee’s 94-year history with its ‘Good to the last drop’ positioning? Short and simple – consumers reward consistency,” Ceresoli writes.
As a consultative salesperson, these rules can only add to your catalog of knowledge and expertise. Clients will trust your vision and come back when they see the returns their commercials can provide. Just be their guide to effectiveness.
[Source: Ceresoli, Tony. "3 Basic Elements to an Effective Retail TV Commercial." TV is Not Dead Blog. Posted Aug. 14, 2009.]
Friday, Jun 4, 2010
Courtney Huckabay