Drama. Suspense. And lots and lots of comedy. No, this isn’t a cable network programming schedule. This is your story. Every company—whether based online or offline—has a story to tell. If you tell your story effectively, you’ll win customers.
And there’s no better story-telling advertising medium than television.
Several successful dot.coms are turning to the tube—like eHarmony.com, Progressive.com, Geico.com, Expedia.com, Lendingtree.com and many more. In fact, the overlap of new and traditional media, the blending of online and offline, is an increasingly popular topic within advertising circles. Today’s crop of more mature, more ROI-driven Internet businesses appreciates television’s ability to combine brand-building with sales-driven advertising for an approach that offers tangible and measurable ROI—precisely the winning combination that was missing before the dot.com bubble burst.
But what makes them successful is something that can’t be accomplished by merely slapping a URL onto a television ad and hoping potential customers will be inspired to go online. As with any traditional television advertiser, dot.coms must harness the power that television wields over every other advertising medium: its distinctive ability to create an emotional connection.
Take Register.com—a company that offers a suite of online services to help small businesses grow. It’s targeting entrepreneurs—a group of people who have a lot at stake. To design a campaign that would connect with this audience, Register.com needed to reach beyond its product-specific messages to identify the overarching emotional need it meets for its customers.
For Register.com’s audience, it all boils down to this: there are few things more terrifying than starting your own business. So the company created a campaign that conveys its understanding of the stress its customers experience. It used testimonials from actual entrepreneurs to infuse the advertising campaign with an emotional element that the audience can relate to.
As a result, Register.com’s brand and its sales of services like Web site creation, Web hosting and e-mail have grown. The company has built a sustainable brand as the place for “everything you need to succeed online,” through an advertising campaign that positions it as a business partner for small business owners.