TV is Still the Biggest Cannon for Retail Marketers

August 11, 2009

artygun8TV is still the biggest cannon in the land” That’s what Steve Boal, the CEO of said when he launched his first TV campaign in the company’s 11-year history on August 1st.

The campaign features three humorous commercials that remind recession-strapped consumers that is the place to “Click. Print. Save.”

Based on testing with the company’s subsidiary online brands, Boal found that TV advertising proved “extremely cost effective.” (Imagine that.)  He even went a step further and credited the TV initiatives for “creating more brand affinity than their online initiatives.” (How can that be?)

“The response rate and the rate of return of those people who found out about us on TV was slightly higher than those who found out about us on the Internet,” said Boal. (Whoa! I’m speechless…this can’t be happening.)

Actually, it’s been happening for the last half century. Start off with a good product or service that people want, add in a dash of creativity, mix in the ultimate mass media platform and presto….you have the perfect recipe for what every advertiser is really searching for: Results.

Nothing takes a brand to the next level like TV.