Television Marketing Success

People have a silent contract with television that everyone has agreed to. You get to watch Simon Cowell rip someone's dreams out for ten minutes then you have to watch a couple minutes of advertisements. Even with this bargain the television network has struck with their viewership, the fact is that people are not watching ads anymore. Sure, they see the commercials but, your average advertisement will not be able to garner the attention of most people. To make a big impact with your audience you are going to need to think outside of the television marketing box.

No matter what you are writing for your television marketing (be it an infomercial or a thirty second spot) your production needs to have three phases. If you have ever studied any type of marketing you will be familiar with this format. The first thing you have to do is snatch up your viewership's attention. Once you have their attention you sell your product or service. This can be done by showing all the benefits to your consumer your product has. Lastly you must close the deal, in other words tell them why they have to buy from you and how to do it.

A very powerful portion of human psychology is group think. One look into a high school will convince anyone that humans like to belong in a group with different characteristics then other groups. For your television marketing, you can exploit the urge for humans to belong to a group. This type of marketing is only viable with consumers however and does not work with business to business or business to government business plans. Your first step for exploiting group think is to know your demographic. Think of who they are and who they want to be. Then you have to alienate other groups. For an example, look at the wonderfully successful iPod ads. Apple is going after the cool, young demographic and they purposefully show images and music that will turn off older audiences. This is subtle television marketing magic.

Trouble shooting

If you are having trouble with your television marketing try this exercise. Come up with an ideal customer for your business. Give him or her a name, interests, background, hobbies, etc... Write as much as you can on paper about your fictitious ideal customer. Once you are totally immersed ask why this person has a need for your product. It should now be as easy as explaining this reason (or reasons) in the commercial. If you are having trouble with this exercise you might want to revaluate your customer base or your product before continuing with your television marketing.

Source:

http://www.businessknowledgesource.com/marketing/cat_television_marketing.html , Business Knowledge