Throughout the world of marketing there are many different vehicles an advertiser can choose. Regardless of the mode, one of the biggest things that is often under-scored is the message that is sent through that mode. Having worked with more advertisers that have not understood this than ones who have, I felt it appropriate to take a few moments to discuss the degree of importance that this issue contains.
Advertisers can choose from TV, radio, print, Internet and much more. They all deliver a different audience and a different set of eyeballs. Every advertising sales rep has been faced with the same claim from their potential customer that their method of delivery does not work.
The truth is that they all work, and the reality is that 9 out of 10 times it’s the message that is broken not the mode in which it traveled. What constitutes a good message? Simply put, it’s one that creates buzz. Here’s a crude example: One advertisement for a Mercedes dealership runs an ad that says, “Come in and buy a Mercedes, and you will receive a free oil change,” while the other advertisement says, “First 100 customers in the door get a free Mercedes.” Which one of these ads creates buzz?
How do you know if your advertisement creates enough buzz? You have achieved that goal if your message has the potential to start a conversation.
We will be posting a series of tips that will help you create buzz in your message. It’s all very easy if you can figure out what your customers’ hot buttons are. We’ll help you discover them; it’s up to you to implement them.
In the meantime, check out these video commercials that definitely created buzz when they ran on television and the Internet.
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