MONDAY MARKETING MINUTE
With so much buzz about the Super Bowl and the commercials,
I want to share how you and your business, no matter what the size, can create
simple, but effective TV type commercials locally on TV and Cable channels.
First note a few things. Advertising your commercial for the
entire world to see costs a bundle because of the amount of exposure you’ll get.
Sadly, these commercials are more for entertainment and not for retaining real
estate in the minds of the viewers over time that translates into purchases.
But hopefully the immediate purchases make up for this. The most popular ad in
the 2014 season was the Budweiser Puppy commercial.
Both the Budweiser and Doritos ads came out on top. Think
about it, these two advertisers have products that are relevant (who can watch a
Super Bowl without beer and chips) and both of these products have a huge profit
margin in the product so the company has money to invest in expensive ads. You will
see car ads and other ads as networks hosting the Super Bowl offer space time for
the local channels to air ads from advertisers immediately after the national
ads. These are also more expensive than any other time of the year but not like
the 3.5 million for a 30 second spot the “big guys” spend.
OK, back to reality; let’ talk about your TV style ad. (I say
TV style because you can, and should, use the same ad in YouTube marketing, TV,
Cable, on your website, blogs and more). In marketing, as in anything else, systems,
routine and consistency rule. I don’t like having to “redo” things all of the
time so having a routine with a system saves time and conveniently, creates the
necessary consistency we should strive for in all of our advertising.
Think of this technique as the “doughnut” technique or maybe a 3
step format. Basically the first and third step of your commercial remains consistent
which leaves the second step (the doughnut hole) open for your current content such
as specials etc. Think of how this adds consistency to all of your advertising and
saves greatly on production costs!
Create your first and third parts. The first part might show
your product(s); an answer to a need by your customer, or whatever. The third part
which is the ending, should show the “solution” to the question presented in part
one along with your contact information such as your location and phone number.
You can also present your web address here, but be sure to make it easy for
your viewer to remember everything; phone numbers should be something like, 218-999-cars;
website addresses should be easy to remember www. “cars are us”.com
(promotion here for any such website that might exist is not intentional); and
the address does not need to be the actual street address, but something more
like “on the corner of 12th and Grand”. Remember, part one and three
remain the same in all of your commercials for a full 12 month campaign or longer
so spent a lot of time and thought on them.
Now that you have created and produced the first and third sections
of the doughnut format, you have the entire center of your commercial open to fill
with your special of the month, season, or whatever your advertising heart desires!
Try this system and let our readers know your thoughts with
your comments. Also, if you like what you read here consider following the RSS
feed in your email box by registering as a “follower by email” on this page. Also,
I am available for consulting to help you with your small business marketing. Contact
me at my site: www.terscott.com.
Make it a great day! Ter
WATCH ALL SUPER BOWL 2014 COMMERCIALS HERE
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