 |
 |
|
10.07.09 Joining TV Marketing With The Internet To Promote Your Business  By
Scott ClarkIt's pretty rare that I watch local TV Stations "real-time" . But a show was on the other day at the exact moment I wanted to watch it (OMG) so I sat down with a beverage and laptop to enjoy it. I habitually pulled out the Tivo Remote every ad, banging on the FF button, soon realizing that it wasn't going to work. Here's the pattern I saw on local ads: • You should trust us because we've been in business for __ years. • You should buy because we have good stuff, cheap and in-stock. (SALE SALE SALE!) • You should buy because we're in Lexington and/or we're UK* fans/coaches/players. • We're at this location and have this nice building. • Call us now (ps: it was 10:30pm) *University of Kentucky Wildcats for those of you who don't "bleed blue." Ideas About Using Your TV Ads To Start Engagements On-Line These ads I watched seemed to be following a tried-and-true TV Ad script which included no integration with on-line resources. In addition to being bloody annoying (to me) they asked me to drive to their location (they were closed) or call them now (voicemail.) In the end, these ads were entirely based on consumers remembering who they are and why I care long enough for their service to align with my need (or at least long enough for them to be open!) Some may have listed a tiny URL in the last 5 seconds of their commercial, but none of them except one (a car dealership with an online inventory) gave a good reason to visit. It struck me that these advertisers were ignoring the fact that consumers find much of what they need to know on-line before buying, and that there is a huge opportunity to fill that information need.
What Do I Mean By Strengthening The Coupling? Reach out to customers who have interest in your product. Make a resource that is quick to review and bookmark-friendly where they can store the information for future reference: • "We have a complete explanation of how our new service works at _______________, along with a coupon for 20% off your first visit!" (clear up confusion by running through FAQs) • Grab our 2-page home checklist to see if you qualify for ____________ - print it from our website at __________________. • Look at how consumers rated our services on our website at ______________________. (show consumer ratings) • Watch videos of us installing ________________ in Lexington, and get a coupon for 20% off our service. (basic videos are fine) • "Visit our website to see a full comparison of ________________ with other types of _________________" (save me time/energy doing research) • "Download a free e-book about how you can ___________________ on our website at _________________, along with a coupon for 25% savings on your first ____." (be the authority by publishing a helpful guide) Continue reading this article.
|
|||||||||
|
| ||||||||||||||||
-- SmallWebBusiness
is an iEntry,
Inc. publication -- |
