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Direct Response Advertising & Infomercial Production

DR Advertising & Infomercial Production

Archive for Social Media

BE CREATIVELY FEARLESS IN ADVERTISING AND CONTENT MARKETING

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BE CREATIVELY FEARLESS IN ADVERTISING AND CONTENT MARKETING

By Ava Seavey, Queen Bee, Avalanche Creative Service, Inc.

The world is now a place filled with unlimited messaging and barraging of ads and content outdoors, online, in print, on the radio and on TV. The average person is hit with literally thousands of messages daily. How is it possible to grab attention, create emotion, and create interest?

Being bold and fearless in your creativity is a start. It is something that has been debated by the brand world and the world of DRTV and brand response for decades. But the interesting fact is that the brand and DRTV have blended, so that there is very little that differentiates them, other than the immediacy and urgency of DRTV and the way that media is purchased.

Facebook, Instagram, SnapChat and YouTube are the ultimate direct response marketing vehicles. The opportunity to speak directly to prospects and customers on a personalized level has never been greater. Yet, mediocrity abounds in all medium, a desire for sameness, and a hesitancy to stand out.

Creativity does not need to be a dramatic shot of someone dangling from a mountaintop, an arty and stunning, exotic visual, a cheap shot at humor, or an effects filled voyage into fantasy. Creativity can be subtle and powerful, with meaning and purpose. The turn of a phrase, a compelling offer, donations to special causes, something just a bit different, but most of all, humanity. Compelling someone to pay attention because you’ve struck a chord in their head, their heart, or their soul, and they can relate. And they identify.

Creativity can be found whether it is a Facebook ad, a blog post, a subject line in an email campaign, or a super bowl ad. It can be found everywhere, in every nook and cranny. In every form of media, either digital or traditional. Give them content; don’t just ask them to buy something. Give them value. Give them something to believe in.

Push the envelope and create something unexpected. Something that makes someone smile, think, or feel alive, is what drives our modern communication. Too often we get caught up in data, analytics and formulas, and we forget that we are communicating with human beings that can think, feel, laugh, weep and be inspired.

To think out of the box is risky. It makes people afraid. It tests the boundaries of their belief systems and of everything they thought was comfortable and proper.

To not think out of the box is far riskier. To risk being invisible is a far greater risk.

Stand up. Speak up. Take risks. You might strike out, but you tried. Babe Ruth struck out a lot as he broke records hitting home runs. If you can get up to the plate, take that big swing.

Ava Seavey is president of Avalanche Creative Services, Inc., a creative shop that produces TV, radio, print and digital advertising.

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I’m posting like crazy on Facebook, so why is no one seeing my posts and why am I not selling any products?

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I’m posting like crazy on Facebook, so why is no one seeing my posts and why am I not selling any products?

For any serious marketers, being on social media and engaging with customers is mandatory in this digital age, like it or not.

The consumer journey now involves so many different touch points and interacting with customers has never been more crucial than it is on Facebook, where comments are visible when prospects are exploring your brand.

But, hold your horses. You are paying a fortune to people to post engaging content on Facebook and you are getting likes and comments, but few people are seeing it and no one is buying. Why?

There is a difference between advertising and PR. PR Is great for brand awareness, but it won’t sell product. Organic posting on Facebook is more like PR. However, advertising on Facebook is a whole different ball game.

Facebook’s organic reach has been steadily in decline since 2013 at least, with the average organic post reaching less than 2% of fans who have liked the page. This is intentional on Facebook’s part in order to encourage advertising.

Placing ads on Facebook will guarantee that your content is seen, not only by fans, but by prospects as well. And an ad can ask for the order and give compelling reasons to do so, the way it is in traditional media.

Whether you are simply boosting posts or have a more complex ad campaign, buying advertising is a more sure fired way to get you seen than designing campaigns to create engagement.

Both advertising and PR can work together (organic and paid ads), but to just expect sales from organic posts and hoping that something may go “viral” is not a strategy that will work for many brands, especially those on a budget.

Now with Facebook’s recent announcement that it will cut back dramatically on marketer’s posts, your content will be seen even less. And they have even warned about tactics to encourage comments to posts to get better rankings will be cracked down on and discouraged. So what is a marketer to do?

Buy ads on Facebook. Direct selling on Facebook through ads has been a sure fire way to get leads and sales and it will continue to be a great source of revenue. And those organic posts for marketers? They just may be going the way of the Betamax.

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If digital marketing is all the rage, why are all the top global digital brands advertising on TV?

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If digital marketing is all the rage, why are all the top global digital brands advertising on TV?

We’ve all heard the predictions. DRTV is dead. Infomercials are dead. TV advertising in general is dead. It’s all about social media, digital spends and Amazon.

So why are advertising spends in traditional TV growing instead of shrinking? And why is Amazon, Google, Netflix, Facebook, and Microsoft growing their spends on TV? In fact, some of them are spending more than 50% of their ad budgets on TV!

The answer? TV is engaging, entertaining, and informative. And TV is still mass. Getting your brand out there on TV produces a power like no other. And TV has a halo effect for all other media.

Spend away on Amazon, Facebook, Google, but if you are not on TV, you will miss a big opportunity to share your story, and connect with your audience using real emotion, which is hard to beat in other media. Also, good luck slugging it out with those increasing digital spends and the click fraud, bots and crazy attribution mazes.

The infomercial and DRTV approach may seem old fashioned to some, but for products or services that require explanation, demonstration or emotion, there is nothing better than television to get that point across. Whether it is a: 30 brand message or a half hour infomercial, the power of television is not going anywhere. Just ask Amazon, who spent more money on TV in 2016 than Wal-Mart.

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