Robert Kennedy iconically notes, "Only those who dare to fail greatly can ever achieve greatly." While he wasn't originally talking about advertising, his words can certainly apply to the success and failure of your advertising efforts over time. TV advertising has the potential to offer your business immense marketing success.
Adults around the United States watch an average of five hours of television per day. That means numerous opportunities for your business to succeed. Unfortunately, too many businesses stop advertising after a failed attempt, rather than trying again. By working with a media partner, not only can you increase your odds of success the first time around, you can also take a look at what you’ve learned from past experiences and optimize these for future successes.
Stay Focused on Your Goals
Before you start an advertising campaign, you must establish your business goals as a whole and specific advertising goals for a campaign. For example, you may find yourself focusing on the wrong elements of the campaign or spending too much time designing it and not enough time in execution. Some people also catch themselves focusing on the wrong metrics. You may start comparing your TV ads to those from businesses that you don't compete with either directly or indirectly, or focusing more on special effects than you do on the message you want to share with your consumers.
Staying focused on your goals will help you enhance the way you create your ads and maximize efforts throughout the campaign. A media partner can optimize your strategy and keep you focused on those goals, by offering key insights into the performance of your campaign.
In order to improve your future advertising potential, you should make sure you're measuring the right key metrics and tracking your ROI effectively. This might include tracking:
- Direct engagement (response), or immediate interaction with a TV ad, which can show you how customers respond immediately to your creative.
- Increase in web traffic, including visits to a specific landing page, related to the ad.
- The ad's impact on purchases across your company, in a specific area or timed sales event
When it comes to TV ads, testing is critical. You don't just want to throw an ad out and hope for the best. Instead, you want to track its performance and determine how you can improve that in the future. You can test your TV ads ahead of their official release by using them on your social media channels and watching consumers' direct engagement with the ads, or you can test their effectiveness by monitoring the results over time. You may also want to test several different types of ads to determine which elicits the best return for your business.
Keep in mind that effective targeting can have a substantial increase on the impact of your ads. Forty percent of consumers would rather see targeted ads than random ones. Not only do consumers prefer them, but they are also more likely to make a purchase when an ad has relevance to them.
Media partners are experts when it comes to TV advertising metrics. They can help you better understand how to reach your target audience through your campaign, including the programming they watch and when they consume it. Media partners will also be able to provide you with specific insights into the KPIs (key performance indicators) that you should track as you manage your campaign.
Integrate Your Efforts
Omnichannel marketing uses a multi-platform approach that integrates several different strategies to achieve results. Companies that utilize this strategy have 91% greater customer retention than those that don't. They're able to create more touches with consumers, increasing the odds that they will convert to customers. For example, you might choose to integrate your social media and television marketing, incorporate print media, or utilize your app and email offerings. Ideally, this strategy creates a better connection to your brand.
Working with a media partner can streamline your integrated marketing, too. They can help effectively manage and optimize all the moving parts of your campaign. Working with a media partner to manage all of those pieces will also help create a better sense of continuity. This helps drive consistency in messaging, allowing you to cut through the clutter and increase the success of your efforts.
Have you suffered from TV advertising failures in the past? Did you give up on TV advertising based on that failure? It's time to take a closer look. By working with a media partner, you can evaluate your past campaign efforts, determine what went wrong, and improve your future success rates. You've already overcome adversity in many areas of your business. Don't let a setback stop you from achieving the TV marketing success your business deserves.