Don’t Make This Colossal Advertising Blunder
It does not matter which advertising medium you choose, and it does not matter the amount of your ad spend or how creative you ad is, if you ignore the most important marketing element, your campaign is doomed to fail.
“Person of Interest” was a popular TV show that aired for a number of years and concluded a few months ago. My wife and I were big fans of the show and watched it every week. There was a local advertiser that had a commercial which ran for quite some time. This commercial was very creative and was filmed in the style of the TV show so that when you were watching it you didn’t realize that it was not part of the show. The opening scenes, the voiceover and the ambiance of the commercial just oozed “Person of Interest”. I saw that commercial dozens of times over many months.
Disregard This Warning and Your Business Could Be In Jeopardy
Just days after the series ended, my wife and I happened to be talking about the show and I commented on that commercial and how creative it was. During our conversation I had an epiphany; I had no idea who the advertiser was, I could not recall what they were selling or where they were located. This astounded me because I had seen it so many times. My wife (who seldom forgets anything) did remember that it was a Missoula company and she thought it might be a chiropractor, but she could not remember the name of the company or any other specifics.
Whatever you call it, the production style – or creative presentation of the commercial was attention grabbing and very memorable, but the message was overpowered by the visuals and completely lost.
I was hoping to find the commercial on YouTube to include it in this post. I searched for “Missoula chiropractors” and a dozen other phrases, but I was not successful in unearthing this commercial. So why am I sharing this story about a very creative commercial that no one remembers? It’s about advertising and search marketing in today’s world.
Advertising without ‘search marketing’ is a waste of your money
This example is similar to any other type of advertising in that a radio or TV commercial, a billboard, magazine or newspaper ad, etc. may get people’s attention, but few will remember all the necessary details if they choose to follow up. If you are chiropractor and your ad got someone’s attention, the odds of them remembering your company name, your phone number, location or special deals are unlikely. Most people will go online and search for your company to get more information and the missing details from your ad.
The only search clue I had was a “chiropractor” located in “Missoula”. Of all the YouTube videos I browsed, none of them displayed a “Person of Interest” style video or commercial. In essence this very creative commercial, airing during a prime time TV spot resulted in this company advertising for their competitors.
My expertise is not in producing TV commercials. However, I can’t help but think that if this company had included their company name and website superimposed over the commercial, I may have had a better chance of remembering the most important message. Thus, when I searched for them I may have found who I was looking for…but I digress.
Advertising by itself is not enough
The most important take away from this case is that advertising is only part of the equation. In this day of instant Internet connectivity, if you are not marketing for “search” you could be wasting your advertising dollars. Remember, no one is going to recall everything about your advertising message. The best you can hope for is that your message creates enough interest to motivate them to search for more information.
Video makes up the majority of traffic on the Internet and YouTube is the second largest search engine in the universe. If your company uses TV commercials to advertise your business, all of your commercials should be uploaded to YouTube and used on your website where possible. Maximizing your current advertising message, whether it be a video, radio ad, magazine, newspaper or a photo of your billboard, not only reinforces your message, but it will reassure searchers that they found the company they were seeking.
Reinforcing your advertising message
Speaking of ‘search marketing’ and reinforcing your advertising message, this brings me to a very important benefit of why you need to have your company listed with the Flathead Guide. Your business listing in the Flathead Guide functions like an additional stand-alone “mini website” where you can display a slideshow of your products and services, and unlimited description of your business, current promotions, your location, all your contact information and social sites and most importantly, a link to your website. On a smart phone, merely tapping your phone number connects your prospect to your business.
Maximize your ‘search’ opportunities
Your Flathead Guide listing will also rank in search results giving you another listing in addition to your website, YouTube videos, etc. Regardless of which search result your visitor selects, they will see all of the pertinent information that relates to your business and your products or services.
When a “Person of Interest” is trying to find your services, you must make it as easy as possible for them to find your company. Improve your search marketing and expand your reach by listing your company in the Flathead Guide, the official Flathead Valley Business Directory.