Volume 3 No. 1: What do people do after seeing your commercial?
Rachel’s watching your commercial on the TV in her living room. Rachel’s been looking for accounting software for the baking business she runs out of her home. Your small business solution would solve several major challenges.
She grabs her phone and searches for your brand online. She’s pretty sold on becoming a customer.
But one month later, Rachel’s still filling out her balance sheet in a spreadsheet and tracking expenses in a notebook. Two months later, she decides to go with your top competitor.
What went wrong?
Your campaign is over continues when the TV turns off.
Each week, we break down a common misconception around TV advertising.
The customer journey has received a lot of attention over the last few years—and for good reason. Consumers today have more options than ever. And preferences and behaviors are changing at a record pace.
It feels like a new brand appears just about every day online. And while that’s an exaggeration, it’s not too far from the truth. Last year, investors spent $3.3 billion globally on 301 deals with ecommerce startups.
But all these options mean increased competition. Which means consumers are extra sensitive to any barriers to becoming customers. If your online checkout process is too complicated, they can simply navigate to another site.
But for performance TV advertisers hoping to drive meaningful sales results, leads not converting after seeing your campaign is incredibly painful. Your commercial could generate great interest and still fail to drive the sales you need. Equally devastating, you might conclude TV doesn’t work for your business when that’s not the case.
What's the takeaway? A successful TV campaign must think about all stages of the customer journey, including what happens after someone sees your commercial. If you spent all the time, money, and resources to develop a TV campaign, make sure it counts. Your job’s far from done once the commercial airs.
Question: How does your website affect TV's performance?
We take the web’s most searched questions about TV advertising to a range of marketing experts who can’t help but love TV.
Answer: “What I see happen a lot is brands act like the website is a static part of their TV performance equation, and they talk about optimization just in terms of media and creative. They ask questions like ‘Are our ads in the right places?’ and ‘Do we have the right message?’ And those are important questions, but so is ‘What can I do on my website to optimize campaign performance?’ If campaign optimization stops when the TV shuts off, then you're losing so much opportunity. The web is a huge component of a television campaign's performance, and we must all be working together to optimize across creative, media, and web.”
— Joel Kalinowski, VP Conversion
Joel spends his time making sure no leads are wasted in clients’ campaigns. Outside of work, you can find him practicing the Filipino martial art of Modern Arnis.
Read: Strategy Beyond the Hockey Stick
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
This book from McKinsey explains why brands struggle to meet their growth goals. Here’s a hint: it’s because they expect industry-standard, incremental moves to drive exponential growth. The authors advocate for thinking beyond short-termism to make bold growth moves that set your brand up for long-term success.
Our favorite insight? Just one in 12 companies moves from the middle tier of corporate performance over a 10-year period. It’s the brands that choose to actively pursue long-term growth that level up.
Share Change the Channel
Share this newsletter with coworkers, friends, and neighbors to show off your TV knowledge.