David: Absolutely. But even a weight loss offer. Not everyone is part of your market. It would be nice to think that everyone wants to lose weight but you know, my skinny 16-year-old daughter, she’s not worried about weight loss. You know, give her 20 or 30 more years and she might be a bit more concerned about it but at the moment, she doesn’t care.
Why would you try and spend dollars marketing to her? Narrow the focus. It’s one of the things Internet marketing has taught us all about advertising and that’s know your niche, narrow your focus, concentrate on the people who are most likely to buy your product.
James: So I guess that means we’re going to be pretty specific about which stations we’re going to be able to advertising on.
David: Yeah, absolutely. You know I’m sitting here in the market that’s got eight or nine radio stations in it and depending on who the target is, depends on which one of those stations we would we buy for our customer to reach out to get that message to them, you know. Why would you advertise on these oldie-goldie stations if you’re selling skateboards to kids?
Well, the only reason you would do it is if you are trying to sell it to the mothers of the kids and influence them that way. Well, that’s a totally different message, it’s written a totally different way to the way that you would write the message if you’re trying to sell it to the kids directly.
James: Perfect! Alright, so, what about television? Is it the same thing?
David: There’s a lot of similarities when it comes to television. But essentially it is a different beast, you know. You’ve got vision and you’ve got audio. And you’ve got to use those properly to get your message through. You know the fact is, if you put a face in your television ad that is identifiable to your customer, you’ll actually get a greater response to that television commercial than just putting up text.
People like to communicate. They like that one-to-one communication and that face actually gives it to you. So there are number of other techniques that you got to look at when it comes to advertising on television. One of the things in terms of buying television, is you know, buy the programs where your customers are going to be. And you don’t just buy one television station.
If you’re in the market where there’s two or three three television stations, it would be very unlikely that someone has a favorite television station. You can have a favorite radio station but that’s because people feel more tribal about the music that they like. Music helps identify them as to who they are.
But there’s very few people who wake up in the morning and say, “Gee you know what, that WinTV, that’s me. I really identify with them.” People love programs. You’ve got favorite programs and you chase those programs and watch them on different stations so when you’re advertising, you chase that consumer that you’re after, across those different programs so that they see you all the time.
And then they will go, “Wow! You guys must be doing really well. I see you all the time. I’m here to buy from you.” That’s because you’ve chased them rather than you actually be on every program all the time.
James: Can you tell me about the technical process of putting together a TV commercial. Is it something you have to hire in a film crew to do? Does an agency organize this? Do you supply something you’ve already done? What are the typical scenarios there?
David: Yeah look, there are three ways that you can get a television commercial to air. You can hire an agency, who will do the work for you. You could also write a commercial and then get an agency or a production house to make it for you.
Some television stations, it’s getting less and less, will actually still make a television commercial for you but once again, you know, if you’re being involved in the creative process, make sure that they’re making the commercial that talks to your customers rather than just making your television commercial.
You know, I remember when I was working on radio, the copywriters at one of the radio stations one day wrote 45 commercials each, so 90 commercials came out of two copywriters that day. How focused do you think those commercials were on the customers for those businesses? Yeah, not very much at all.
So you’ve got to make sure that when you’re getting a TV station to which they make it, they’re working with you to get that done. Or the third way that you can do it is make it yourself and I’ve got to tell you, unless you know what you’re doing, that is full of danger. In Australia for example, all television commercials have got to be approved by a government body to make sure that you’re not contravening any laws.
If you don’t know how to do that, you’ll never get that TV commercial to air. If you don’t know the right format to send it through, it will just be rejected. If you make a mistake and put the wrong audio codec on it, it won’t get to air. And you’ll spend a lot of time, a lot of money to do it. And their response is, “Oh I’m sorry it doesn’t make the proper criteria, it’s not going to air.”
So you could be just burning money. So having a television commercial, if you want to be involved in the process, it’s better to get someone else to work with you to get that done. It doesn’t have to be an expensive exercise; it just has to be done the right way and that’s the critical thing.
James: Right. So is it going to be expensive to use these medium compared to what typical online businesses used to spending?
David: I would say that that depends on the cost of the product that you’re selling and the number of products that you’re going to sell from running that ad. If you’re looking to get 1 cent Facebook ads, then perhaps television is not for you because chances are you’ve got a product that’s not going to be generating enough profit to make it worthwhile.
You know, in a regional market, a television commercial costs you $300 then you’ve got to sell an awful lot of products that you’re making 5 or 6 cents profits on to make it worthwhile. However, it will also allow you to talk to a large amount of people in a very short period of time.
So it’s one of the things that you’ve got a way up. Remember when it comes to advertising, you don’t start with, “What medium am I going to advertise on?” You start with who is my customer, where are they in the biggest numbers and what is my message for them? If you start with the medium, you’ve made a fundamental mistake. Go back to go and start again.
James: So what offer do we drive people to with these advertisements? Is there a particular thing that works well for online websites? Is it to sell the product directly? Is it to sell a call to action to come to the site and to fill out something? Have you seen any drive-to-web campaigns that worked well?
David: Yeah, we’re running a quite a few drive-to-web campaigns at the moment. For example we’ve got a business that has a daytime version of the television commercial and his radio commercial, and then a night time version. So when his shop closes at 5:30 or 6:00 at night, the commercial changes.
We’ve got that time so it doesn’t matter if it’s programmed into a television program or it’s programmed on a radio station after that time, the alternate version runs. During the day, we call the people to action ask them to do a specific thing like go to this store, make a phone call, send us an email. And then the sales stuff takes over and brings that customer to the point where they part with their cash.
At night time, when there are no staff there, what the commercial does is just drive them to the website, give them some additional information that says if you’re interested, click this button. It collects their email address and their phone number, and they follow the customer up next morning.
So the first thing that happens at 8:30 when the business opens the next morning is they gather their emails, they collect the leads that they have from the previous notes, they jump on the phone and start bringing that customer to the sale before they go cold or before a potential buyers from all situations can start to bring itself to the front of their mind.
James: Right yeah, well this has been really interesting.
David: Is that an avalanche of information for you?
James: It’s good. I mean, It’s probably a new field for a lot of marketers. I’m thinking about my own situation. My online business has gone really well. I’ve utilized the typical online channels for getting traffic. As you know I found the podcast really interesting.
I think that’s where some of the magic is happening because I’m actually accessing people’s smart devices so I’m creeping my way in front of a user in a more tactile environment and I can’t help but think that if I could switch on some radio ads or if I extend my Own The Racecourse style videos that I’m putting on my website and YouTube onto television, that I could cross that bridge.
I mean I used to do some speaking on platforms and that was definitely an online marketing channel. I haven’t really done print media or radio or TV for my online business.
However, I have been involved in campaigns for customers that were wildly successful. In one case, generating 20,000 opt-ins to a new list in just one week using commercial radio and print media in combination so I’m starting to think that this is something that I should be doing.
David: I think that podcasting is fantastic. It is the next generation in radio advertising. You know the intimacy of being able to talk to someone directly into those ear buds and form that relationship with them because in any form of marketing, what you want to do is establish a relationship with someone.
You know, one of the things I like about social media is it’s like being in the 1950’s again when you used to hang out in the back fence and talk to your neighbor and you’d exchange ideas. Well social media is just like that experience. It’s just that you’re talking of huge clusters of people at one time.
So if you use social media, then why would you use podcasting in the similar sort of way to the way you use radio? Use that intimacy, use that power of theater of the mind, get into people’s brains and start working them towards your sales funnel.
James: Exactly. Well, I think this is interesting. We might have a follow up after developing this. Now also I was recently… you’ve started a podcast of your own and I was an interview guest on that. We were talking about stuff there. Want to plug that podcast on this podcast?
David: Absolutely! I would strongly urge anyone who is interested in advertising and marketing to go to, have a listen to our podcast David versus David. And when we say versus, we don’t mean you know, like in a poem, we mean versus like in Muhammed Ali so it’s the SUS versus so go to davidversusdavid. We talk about this sort of stuff every week.
We’ve spoken about how to make great radio, how to make great TV, we deal with social media. If it’s advertising and marketing, we have a chat about it. In fact we love it when people send in questions and we can deal with individual problems as well. So David versus David, I highly recommend it to you. I might be a little biased but go on, have a listen.
James: Nice. Alright. So there you go. I really, really appreciate this chat, hopefully your listeners will get some value in thinking about radio and TV and I guess print media is going to have very similar conventions and maybe don’t place that yellow pages ad this year if that’s what you’ve been doing.
And if you want to find out more then head over and listen to that podcast we mentioned. Also, if you ask some questions here on this particular post, I’m sure David will come back and provide us some answers. Thanks so much for being on the show, Dave.
David: Thanks for having me, James. Always glad to hang out with you.
Enjoyed the podcast? Get more episodes by subscribing in iTunes
Please leave your comments below