FORGING A connection between your brand and your customers has perennially been an objective debate, usually depending on your business or niche.
Advertising using print media, billboards, online banner ads for instance is far more subjective though, to treat your consumer more professionally is vital to earn respect and sales.
What some advertisers and businesses have confused though at times is when to be more servile to their consumers, or to treat them with candour.
The relationship you seek to create between yourselves and your consumers is entirely objective, not only in the sense of the entity you are using.
Regardless of whether your company is seeking to enchant your audience through humour or more formal means, you cannot display identical tact throughout your marketing platforms all-year-round if you are going to accrue long-term sales.
TV is the ultimate connection generator, thus it will establish your perception amidst your target audience and beyond, depending on whether you chose more targeted TV advertising or linear.
Therefore it would seem sensical to maintain such a tact throughout online, print or any other interest harvesting vessel: not in the slightest.
Modular campaigns on TV illustrate the need for some businesses to differentiate their content from season-to-season, however similar tact needs to followed for your branded ads too.
If you are utilising TV, you are liaising with your media buyer to deliver a campaign that is most likely to attract an engaged audience at that time, not when they maybe online or revisiting your services at a later date.
Therefore within your online content, it is imperative that a more formal context is implemented to ensure your audience can distinguish between your brand and the sycophantic efforts of some of your rivals to manipulate others.
At the conversion stage, reiterating the formal side of your brand is integral to finalising any potential sales and consistent sales.
Brands who advertise aside from TV have oft decided to take a universal approach to advertising regardless of what industry they situate, which is usually the opposite of their competitor.
Any promises, bargaining chips, facts that may be used to enhance the appeal or credibility of an initial ad usually delivers transient success.
For instance many advertisers seek often to besmirch the ubiquitous techniques of others to steal resonance from the other, to paradoxically deliver more emotionally relatable campaigns.
Cognitively someone wants to trust your brand long term, therefore the ad must have credibility underpinning it.
TV helps many brands in this sense by having the measure over any other advertising entity in terms of regulation, thus the levels of truth it must employ in the content comes secondary to the entertainment perspective itself.
As a result as you seek to establish a professional, credible connection with your consumers it is imperative the focus of your online, non-video content is formal and delivers on the trustworthy KPIs: connection to TV, regulation, legality and absence from fraud.
With TV you have the ability to resonate with emotionally.
The emotive connection is the most powerful cognitive stimulus you can instigate in an ad, with 70 per cent of those who emotionally connect with emotive ads ultimately buying into your brand at some stage.
However when you are taking this emotive stimulus online, the need to create the distinction between something that is fun or entertaining has to be made if you are to maximise your reach.
Ultimately consumers want either what is cheapest, the highest quality or delivers the best compromise: you cannot ascertain that from an ad.
Therefore the subsequent contact, especially if you are a new or SME business is to differentiate your content depending on the time of year, month or even cultural trend.
The power of search and levels of accessibility to content online ensures that the scope of your ad to become a cultural staple is stymied.
However given online’s capability to provide the immortality for your content that other transient or temporal advertising delivers, focusing on mass airtime would be counter-intuitive.
By running one branded campaign that has the emotive properties to enchant your audience, your ads longevity will be effected by the symbolism of it- ultimately it has to have a niche to be able to reach the conversion stage in the first place.
Brand response ads that are broadcast on TV deliver 140% increases in profits over a three year period, while any other long-running creative offers only stagnation.
Therefore to deliver an autonomous campaign that can offer prolonged resonance and sales potential, the imperative is to ensure you offer an objective message, one that can be realigned and recycled.
Offering a subjective pretext to your ads and media buying will limit your efficiency and ROI achievement.
Any professional practise must be objective, a subjective tone, context, content and media strategy will work if you’re selling the ad itself, but you are going beyond that, the need to offer gateways beyond this initial stimulus is vital.
Space City has been producing TV, online and radio ads with an objective mind ensuring that every business is delivered a creative that delivers emotionally and truthfully.
Contact the team now and ensure your business markets itself to achieve up to six fold business growth.
