Dotcoms Do Cable TV: How Portals Turn To Cable to Win Customers
Make an Emotional Connection
While cable TV might seem like a broad approach for reaching targeted audiences, for certain businesses the medium presents a huge opportunity to connect with potential customers in a powerful way.
Here are some things to keep in mind when evaluating whether or not television is right for your company and how to make it work effectively for you.
• Identify the emotional need you meet for your customers. If you’re not sure, ask them. Chances are, you’re selling a form of relief from a particular problem that causes them anxiety. Do you ease their fears? Make their jobs easier? Help them compete against larger, more established businesses? Whatever your actual product or service, most likely there’s an emotional need driving it.
• Evaluate your margins. As a general rule, television works best for companies with a margin of 5 to 1 cost of goods to retail price point (though I’ve experienced success with 3 to 1 margins in some cases).
• Work with an agency that will help you develop an ROI-positive campaign—one that transcends both brand-building and direct response advertising to deliver a measurable, positive return on investment. Your spots should build your brand while driving sales—resulting in a positive return on every ad dollar spent.
• To measure that ROI success, work with your agency to determine your Response Ratio. Factor in all costs associated with an advertising campaign—creative development, retainer fees, actual cost of media, etc.—to get a response ratio that accurately measures the efficiency of the media to drive a particular response (a phone call or a website visit, for example).
The key to connecting with your potential customers is to understand—and tap into—the emotion that lies at the heart of the problems you’re offering to solve for them. Television is unique in its storytelling abilities, and provides your best chance to show your audience that you understand the emotion that drives them.
Reader Comments.
Hi Lucas,
Happy Friday!
I couldn’t agree more that cable advertising allows targeting to the right demographic and allows powerful emotional tie ins.
We used cable in our appliance store and went from a start up to the top store in our market in just under 10 years. This is a very competitive field based largely on the lowest price model. Our pitch was peace of mind, service and family values versus always the lower price. We won the market domination battle and I sold the business in search of other mountains to climb.
Coincidentally I ended up selling cable ads for the #1 MSO in the #20 market.
What frustrated me was the lack of searchable programming information as a seller working for the largest cable company in the country.
I felt strongly back in 2000 that if I could search for every Romantic Comedy and Romance Movie on cable plus all the shows on TLC, HGTV and Food that were specifically about remodeling or updating the kitchen, I would have the most efficient use of the advertising dollar for an appliance store just like I had owned.
Likewise if I could convey to the marketing director at the local Native American Casino every time the words casino, gambling, poker etc. were mentioned in the cable TV listing and description for the next couple of months, I would be one of their most valued and efficient advertising resources. (AD CUT OUT)
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