TV advertising can be the most effective form of advertising you can use to grow your retail chain – or it can be colossal waste of money.
Don’t depend on your ad agency to tell you. A lot of them are too busy winning awards with your money to worry about what’s effective or not.
It’s up to you to know the difference between commercials that win acclaim and those that win customers.
To help out, here’s s are some basic (but essential) elements that every retail TV commercial should possess.
1) Call to Action: Why advertise if you’re not providing consumers with tangible reasons to shop your store? The key word here is tangible. Stay away from generic platitudes like “low prices” and “great selection.” Or other obvious claims like the one I saw the other day for a fence company, where they proudly advertised: “We build dependable fences.” As if there was a market out there for undependable ones.
2) A Brand Promise: A lot of retailers (and some ad agencies) think that a strong call to action and a branding message don’t mix well in a 15 or 30-second TV commercial – you have to choose one or another. On the contrary, it’s only when both the brand promise and the offer coexist, that you have the makings for an effective TV commercial. Would you rather have a .99 cent hamburger from a no name burger joint or a .99 cent Big Mac from one of the most recognizable brand names in the world? Without a brand promise, your price and item commercial will fall flat.
3) Consistency: Al Ries, probably the nation’s foremost authority on retail marketing said it best:
“Brand building is boring work. What works best is absolute consistency over an extended period of time.”
Find something that works and stick with it. Just ask BMW who has stayed the course since 1975 with “The Ultimate Driving Machine”. Or how about Maxwell House Coffee’s 94-year history with its “Good to the last drop” positioning? Short and simple – consumers reward consistency.