It’s the Creative Stupid!

That’s exactly what I want to tell advertisers who continually complain about how television has lost its effectiveness.

You won’t see Progressive Insurance complaining. The company recently blew away analysts’ expectations with a 27% jump in quarterly profit. They also noted the fifth straight quarter in which their auto policy counts have been up. 

It appears the television commercials featuring “Flo” are winning over more than a few new customers for Progressive. The quirky cashier’s appeal is grabbing market share faster than she can fire off another zinger. 

Now back to the problem with TV advertising?

It’s pretty basic. It always has been. Engage viewers with something compelling, add in a relevant, unique selling message and stay consistent with it. And most of all, keep an open mind.

How many Insurance company executives would have thrown their agency out the front door if they presented them with commercials featuring a talking gecko … or a bunch of cavemen stuck in the ‘80s … or a sarcastic cashier sporting a tricked-out name tag with “Flo” emblazoned on it?

What would your reaction be?  

Remember, pedestrian creative produces pedestrian results. 

TV will continue to deliver excellent ROI, but only for those retailers willing to step out of their comfort zones.

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