Television

An image of a man talking in a video testimonial, which helps build credibility.

Building Credibility: Creating Campaigns That Work

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An image of a man talking in a video testimonial, which helps build credibility.

Great marketing campaigns build credibility.

In this day and age, your product credibility means everything. People want more in-depth information on what a product does, how it works, and most importantly, who has tested it. So, the question is: How do you go about building credibility? The answer lies in campaigns featuring testimonials and product demonstrations.

Building Credibility With Testimonials and Product Demonstrations

Every year a new phone seems to come out. However, it becomes harder and harder to tell the difference between this year’s and last year’s model. The rapid pace at which new technology come out has left many consumers cautious. It will take a little bit of extra effort to convince them that the new version of your product is worth buying. So create campaigns, videos or otherwise, using these marketing techniques.

Testimonials give your consumers someone to relate to. This is why they work so well. Remember that your existing customers have a reason for buying your product. Use their unique story to show how their lives have improved since buying from you. Their story will motivate other consumers to take action.

Product Demonstrations leave little room for doubt. They answer all the questions your prospective consumers have. This type of campaign will also separate this year’s model from last year’s. Does the new version of your device offer Bluetooth connectivity? Are you now offering a new mattress with twice the amount of comfort as last year’s model? Then test the product and show that it works. If you demonstrate all of the products features and how they work, people can make an informed decision.

Both of these campaigns have proven to grab people’s attention. Samsung’s introduction of the Galaxy Note 7 received 94 million views online, and Nike’s “Unlimited” commercial, which showcased the stories of world class athletes, made up 86 percent of the company’s views. Start using these proven marketing techniques as a means of building credibility with your audience.

Mobile Advertising Enters The Race

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Have The Tides Finally Turned on Television Advertising?

Television advertising has been on a constant increase in market share for ad spending over the past few decades, all the way through 2013—despite claims that TV ads are dead. Industry forecasters, however, claim that TV is finally about to lose a little ground. Not much, but a little. Should it affect your marketing strategy?

Thirty years ago, TV was struggling to grab one third of advertising spending. Last year, it finally broke the 40 percent mark. Forecasters predict that over the next couple of years, that number will dip back under 40 percent. That still leaves TV advertising as the king of the mountain. It’s just a tiny bit lower on the podium.

So what media is TV losing its share of the pie to? Mobile advertising. No surprises there. But don’t let the shift fool you into thinking that mobile advertising has taken over the industry overnight. Right now, it only holds a hair over two and quarter percent of spending on ads. Predictions claim that this percentage will climb to more than seven and half percent by 2016. That puts mobile advertising in a position to surpass both magazine and radio advertising expenditures in the next couple of years. TV is still sitting atop its throne in the advertising kingdom. Desktop is the closest competitor with an expected increase from 17.9 to 18.9 percent of ad spending between the 2013 and 2016 calendar years.

So what does this mean for your business? Clearly, it’s not time to pull out of TV. This is still the number one way to reach your audience. That having been said, the biggest growth will be in digital advertising, and primarily in the mobile arena, as the world’s eyes become more and more firmly affixed to their smartphones and tablets.

Super Bowl Ads All Booked for 2014

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All Super Bowl Ad Spots Locked In

That’s it, ladies and gentlemen: All of the top slots for the upcoming Super Bowl have been sold, and Fox has received $4 million for every 30 seconds of precious airtime. So does that mean that all opportunities for Super Bowl advertising are accounted for? Not entirely.

While pregame and postgame spots are not nearly as coveted, they still provide opportunities for many viewers. Then there are also spots available online, since Fox will also be streaming the big game.

There are plenty of regulars when it comes to Super Bowl commercials; Anheuser-Busch, Doritos, Pepsi, Go Daddy and more have lined up for their usual ad spots. Automotive manufacturers like to showcase their vehicles during the big show, and while GM opted out last year, they’ve decided to spend the cash this time around.

Last year, Dodge made a big hit with a full two-minute commercial, and more auto manufacturers have jumped on the long-commercial bandwagon for this year as well. You can expect several commercials to last 90 seconds or more—that’s a whopping $12 million or more for one lengthy ad.

While over 100 million people watch the Super Bowl on TV, more than 10 million viewers tuned in online last year. This means Internet ads still get a lot of visibility. Though 10 million isn’t 100 million by any means, the ads also won’t cost anywhere near as much, either.

The Super Bowl isn’t just a football championship; it’s also the TV commercial championship. That’s why it costs companies an extra $200,000 for every 30 seconds as opposed to last year’s price. And that’s only for those who got on the bandwagon early—those last spots went for as much as $4.5 million.

But not only are Super Bowl ads a big hit on game day; they also get replayed over and over. Many of the best ones end up going viral or getting replayed all over the Internet. That’s why the spots cost a small fortune: Companies are buying more than just 30 seconds on TV—they’re buying the biggest 30 seconds TV has to offer.

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