Something Different

There is no doubt that what transpires on television is emotional. Each show, whether reality or sitcom, pulls at your emotional strings, evidenced by shows like ER, Grey’s Anatomy, American Idol (three major network prime programs). The show gets you emotionally involved by linking you to a character, and vested in that characters best interest. This exemplifies why television is such a powerful marketing tool, in between the breaks of these programs your customers are emotionally vested in, runs your commercial. Here is the perfect opportunity to engage your customer with a reason to purchase. The only hiccup here is that not all people make emotional decisions to buy, not all people make instantaneous decisions to buy, and most importantly you’ll never know that they decided to buy because they were engaged by television. Also, this makes the ROI for television campaigns very difficult to measure. This is where the coupling of internet advertising, a solid landing page and website, and television will be the future of marketing.

Imagine:

A meticulously designed: 30 commercial. One that perfectly speaks to the potential customer, it talks to them in their language, using a non-intrusive voice, and says the things they need to remember when they go to research it on Google.

How:

Start with the website, and define the keywords that people use in searching for the client on Google. Identify the most important phrases and use as many as possible in the :30 script for television. It is also important to purchase using a PPC campaign the keywords that are highly ranked in the event someone can’t remember the entire commercial they saw. This will ensure it is easy for them to find they offer they were intrigued by.


Why:

Because after they have seen the commercial, they will likely “Google” your ad, to find out more information. Have a designated landing page set up, this will guarantee that those who come to this page have come here because of the advertisement they saw.

What next:

Give them the opportunity to convert, to say yes, to engage. Give the opportunity to enter an e-mail address for more information, give them an opportunity to buy, and give them an opportunity to do more research on the normal website. All of these are capable of being tracked and all of them tell a story about whether or not you won or lost with the customer. This is the most important information going forward, to model future campaigns by.

By following a model similar to this you will eliminate many marketing challenges in today’s world. It is easy to manage ROI, define your goals, and clearly track your victories and losses.