Great topical promotion will hold on to viewers, but great topical promos are rare. Typically, the problem is not a lack of producer writing and editing skill, but a lack of quality video, sound, and information.
Dynamic ad targeting is the great hope for the future of cable TV. Just as Google delivers custom ads designed to the user’s personal tastes and desires, the cable industry is building a new generation of hardware and software solutions to deliver the perfect ad to the perfect prospect at the perfect time. The ultimate goal is elimination of ad waste. For example, a smart cable box will know that a viewer does not exercise regularly. It will eliminate ads for health clubs, sporting goods stores, and high performance running shoes.
Dynamic ad targeting is the great hope of the cable TV future. Just as Google delivers custom ads designed to the user’s personal tastes and desires, the cable industry is building a new generation of hardware and software solutions to deliver the perfect ad to the perfect prospect at the perfect time. The ultimate goal is elimination of ad waste. For example, a smart cable box will know that a viewer only buys healthy and natural foods. It will eliminate ads for Pizza Pockets, Burger King and Fried Cheese Sticks.
As the state of cable marketing gets steadily worse, do you have a plan for the future? In this article, emotional marketing expert Graeme Newell talks about developing trends motivating the cable TV ad business.
Repetition is one of the most powerful ways to build awareness of a slogan or product feature.
Repetition that annoys customers can effectively drive an immediate action, but is a less effective strategy for building a brand relationship.
Strong creative approaches can conceal the repetition, making the ad more interesting, even downright fun.
Humor and repetition are a highly effective combo.
Too many writers take the easy way out and use dull VO and visuals to bludgeon the consumer into remembering.
Never mistake memorability with affection. Just because customers remember your product doesn't mean they like it.
The rhythm and pace of repeated copy lines can be turned into an appealing beat that taps into our inborn love of syncopation.
Great testimonial ads are built on identification and empathy, not product features.
Strong testimonial ads are not just about the product, but how people feel when they use the product.
Start the creation process by focusing on the customer's passion, then show how the product empowers that passion.
Research proves that ads that deliver an emotional sell are remembered longer.
Using different media to deliver the same creative extends the life of a campaign.
Intermittent ad campaigns are more effective than a continual run.
Copycat creative has a much shorter shelf life.
Too many media companies are stubbornly avoiding on-line interaction with their customers.
Social media is less quantifiable so it tends to be minimized by traditional marketers who prefer established metrics.
On-line fans are more likely to be powerful influencers with a big voice in your fan community.
Smart marketers will loosen up on the branding reins and allow the fan community to be a major voice in shaping the brand.
Many stations tend to abandon their brand position when trying to spike a tune-in number.
At least half of all ratings special reports should have a direct tie to the brand position.
News reporters should help write special report promos, and marketing producers should help write special report stories.
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