The Precision of Sharp’s TV Campaign

July 15, 2010

Does the old-school formula of traditional TV advertising still work in this day of digital overload? I guess it depends on who you ask. But from my perspective, it’s still a vital component when bringing new products and services to market.  It’s definitely not the only thing necessary for customer conversion, but it remains – in many cases – the launching pad for a brand’s success.

Let me provide you with a recent, real life situation that illustrates this point.  

In the market for a new LCD television, I got in the car the other day and headed to my local Best Buy. As I do with most big purchases, my objective was not to purchase a new television at this time, but to check them out first and then go home to conduct my research online before making a final decision. The brands in consideration:  Samsung, Panasonic and a brand I never considered before – Sharp. 

Why consider Sharp, a brand never before on my radar? For starters, their new TV commercials featuring George Takei (Sulu from Star Trek fame) are superbly done. The campaign does a great job differentiating the Sharp Aquos LCD Television from every other TV out in the market today. Whether Sharp’s “Quad Pixel Technology” produces a better picture than the competitions is up for debate.  What’s not debatable is how these commercials convinced me to consider a brand never before on my consideration set. 

The commercials are smart. They clearly outline a strong USP. And they hammer it home in a way that’s persuasive and believable.  After being exposed to these messages for a few weeks, how could I not check out the Sharp Aquos? 

So here I am in Best Buy. And when I mentioned to the sales associate that I want to see the Sharp Aquos, he’s not surprised.  It appears a lot of other folks have also been moved into action by the same TV campaign with its clever positioning statement, “You have to see it, to see it.”

I don’t know if I’ll settle on the Sharp Aquos. What I do know is that I’m considering one because of the power of a few well-concepted, well-executed and well-placed TV commercials that grabbed my attention and piqued my interest.

So at the end of the day, whether traditional TV advertising is now considered old-school, or not, is really irrelevant to me. What’s relevant to me (and should be to you) is that it still gets results. 

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