Granted it might not happen every day, but many of us have, at some point, been so touched by a television commercial that it moved us to tears.
That’s pretty amazing for a 30-to 60-second advertisement. I bet an Internet advertisement or piece of direct mail never had the same effect on you. Last week, I wrote about the ability of television advertising to reach broad or more specialized market segments, but just as important is the fact that the sensory experience television provides can create a powerful connection between your product or service and the audience. That’s why thoughtful creation of television productions is key.
Expensive option
Television is one of the most expensive options. First, you have to buy enough frequency and coverage to make a television advertising buy effective. Next, your ad has to be done right. A poorly produced spot can make the most expensive advertising buy worthless. You’re actually better off not doing television time unless you can back it up with a great commercial.
Rarely do I write that you absolutely need to hire a professional to do your marketing, but in the case of television production, there should not be any compromise. The last thing you want is your brother-in-law, who does a great job with home videos, creating the spot for your $30,000 high-definition cable buy. In addition to services offered directly by the television stations and cable companies, there are many advertising and creative agencies that can provide the quality you need to maximize the effectiveness of your advertising.
Make your product goals clear
If the agency does not work with you on a consistent basis, make sure the producer takes the time to understand your company and the goals of your marketing program. That includes an understanding of your product and how it relates to the target audience. Only then can a great and relevant ad be conceived.
Television advertising can be a very effective way to reach your target audience. Be prepared to make the time and financial investment to fully leverage television’s ability to create a memorable and emotional connection to your company’s offerings.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
