Offer driven adverts are ineffective

16th October 2017

Persuading your consumers with an offer may say prudent, but as you create more efficient, intuitive advertising it is actually detrimental

OFFER A consumer a proposal that commercial supersedes that of your competitors and you are likely to elicit a sale, but that is it.

Being associated with just offers; lucrative deals that can temporarily entice consumers, will only serve to lower your advertising efficiency and not keep them within any form of sales funnel.

Although at that form of sales contact you have the invaluable possession of consumer data that you can utilise at will, it is only the peripheral knowledge of them that you have acquired – you do not know how to persuade them in future through semantics, emotive cues, notwithstanding the lack of rapport generated due to a lack of visual and auditory inspiration.

That is ultimately the key for your business: inspiration and beguilement over persuasion.

The offer you should be presenting to your consumers should be relatively ambiguous from a cost sense, the product, services and ethos of your company should take precedence.

This can only be conveyed within video and not in the confides of PPC, without it your business will have to continue in committing exorbitant amounts of budget for temporal success.

Ultimately the reasons why even accountable payback from both TV and online juxtaposes vastly, is the lack of emotive complimentary advertising on offer to consumers.

With an increasingly haemorrhaged trust tendency in advertising, restoration can only be garnered through credible, appraised and ethical means.

As mentioned in previous articles, the importance of ethics is paramount; their very usage intrinsic to success: utilising them for your long-term benefit is dependant on your business’s ability to innovate and provide true competition and tangible benefits to your consumers.

Ultimately a good offer to your consumers is one that provides genuine empathy; improvements beyond what they currently know.
Ultimately a good offer to your consumers is one that provides genuine empathy; improvements beyond what they currently know.

From this regard as you look to enchant your consumers in both a response and awareness context, the onus needs to be placed on showcasing and guiding your consumers through the process, but of course in a creatively original, brand focused manner.

Executing this for efficiency has been aided by the presence of technological advances that help with display, relevance and accountability.

For mass awareness the power of TV is still inherently strong – it inhabits great levels of trust too.

Ultimately the work your business needs to do when attempting to maintain focus in your sales funnel, is delivering desire reflective campaigns and engagement that are relevant.

Knowing what gratification your consumers seek when utilising the eclectic media outputs that exist is imperative.

When online in this instance and being displayed a banner ad distributed by your company, the onus of your campaign is on persuasion; an impatient desire to expedite sales potential.

However when looking at long-term sales, even just the medium term in the majority of instances, your business is at least 15% weaker when choosing to optimise just PPC and not video.

Although an offer will sometimes stimulate consumers to purchase a product or service for instance, as you look to add credibility from an appraisal perspective – thus trust – it is the presence of a showcase that will stimulate long-term retention and loyalty.

Psychologically the respective genders do scientifically differ in how they should be enchanted – it is inherently harder to forge loyalty in men, while females have the trust shaken more easily by inconsistent, ambiguous ad creatives.

Therefore instead of even offer based online advertising – never mind TV – your DRTV and brand-driven ads need to focus on enlightening and providing unambiguous information.

In order to offer a memorable ad solution, your business needs to ensure your consumers can emphasise with your company.
In order to offer a memorable ad solution, your business needs to ensure your consumers can emphasise with your company.

LinkedIn for instance has today suggested enabling autoplay for video ads within its platform, with the interface until now unavailable to the vast and diverse network of professionals.

This ensures from both a B2B and B2C context you now have the ability to utilise what may have been your TV advertising content, to provide completely native content to compliment your potential consumers online.

Basing display on certain articles that maybe being read, or groups; pages for instance that have been searched for, your business can provide the cost-effective solution to get your consumers into the sales funnel from more memorable means.

Of course you can elicit short term gains through PPC, but a showcase is simply not possible in this instance; an offer to consumers they firmly will not refuse is one that provides benefit to them personally and financially.

Your offer to a consumer therefore has to be more objective and be adjustable depending on the desires of individuals – underpinned by the brand values that elicit trust and affirmation.

Thus for maximum effectiveness across your entire advertising output your business needs to prioritise branded TV and VOD for resonance, before utilising targeted online advertising: not to compliment impulse, but memorability and future engagement.

Space City has been producing TV, online and radio adverts for 25 years, focusing on showcase-driven, emotive adverts to stimulate short and long-term sales by as much as 600% for clients.

Contact the team now through either Comp365 or the company open day page and enjoy a discount on your next commercial.


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