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TV Advertising Is Broken
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TV Advertising Is Broken
1.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 1
2.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 2
3.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 3
4.
What do you
suppose these people have in common? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 4
5.
Other than
the fact that they are men, age 25- 35, probably not much. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 5
6.
And what do you
suppose these people have in common? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 6
7.
Age 30-35,
married, two children between 5 and 8 years old, travel for family vacations, earn at least $100k/year, college educated, white collar professionals, use at least 2 credit cards, rent cars, travel by air, pets in household, shop for clothes online, music enthusiasts, drive imported cars…… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 7
8.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 8
9.
The point is:
Why does your …when what you agency make you want is this? pay for this…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 9
10.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 10
11.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 11
12.
When they go
looking for your ideal customer amongst the 2,100 stations, seven days, eight day parts and thousands of programs it’s like they’re trying to find Waldo. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 12
13.
Using the same
technology these guys used… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 13
14.
when this was
the most popular show on TV. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14
15.
and they’re doing
it with your money. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 15
16.
Why agencies keep
talking about the great rates they get for you... | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16
17.
is because they
can’t talk to you about a better way to find Waldo. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 17
18.
The fact is:
targeting works | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 18
19.
It works for
direct mail | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 19
20.
It works for
online | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 20
21.
And it works
for TV (if you can do it). | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 21
22.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 22
23.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 23
24.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 24
25.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 25
26.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 26
27.
“Reports of the
death of TV have been greatly exaggerated” – Mark Twain (not really) | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 27
28.
But I digress… |
Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 28
29.
Try asking your
agency how many new customers you got for every dollar you spent through them…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 29
30.
They will say
things like “TV’s true ROI cannot be measured” or… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 30
31.
TV is all
about “mindshare” and “awareness” and other “unmeasureables”… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 31
32.
Or better yet,
they measure GRPs and TRPs* *Gross Rating Points and Target Rating Points – the number of people that might look something like your ideal customer that were possibly watching the show your advertisement ran on. Seriously, that is what passes for measurement. Try using that to make payroll…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 32
33.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 33
34.
Besides the government. |
Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 34
35.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 35
36.
In reality, intelligent
companies do this all the time because… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 36
37.
These guys tell
them it’s “branding”. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 37
38.
…and say it
can’t be done any other way. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 38
39.
And these guys
would never lie. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 39
40.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 40
41.
Of course it
is. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 41
42.
But why does
“branding” mean “don’t measure”? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 42
43.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 43
44.
Absolutely. | Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 44
45.
TV’s impact is
reliable, durable and predictable. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 45
46.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 46
47.
| Database marketing
with TV media © 2011 Proceed Media Group. All rights reserved. 47
48.
So what are
you going to do now? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 48
49.
Keep trusting what
the experts tell you? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 49
50.
Because they are
the experts, after all. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 50
51.
And the experts
are never wrong… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 51
52.
"The concept is
interesting and well-formed, but in order to earn better than a 'C,' the idea must be feasible." - A Yale University management professor in response to Fred Smith's paper proposing reliable overnight delivery service. (Smith went on to found Federal Express Corp.) | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 52
53.
"$100 million dollars
is way too much to pay for Microsoft." - IBM, 1982 | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 53
54.
“We don't need
you. You haven't got through college yet.” - Hewlett-Packard's rejection of Steve Jobs | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 54
55.
Or you can
go where nobody has gone before. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 55
56.
Well, that’s not
true… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 56
57.
We’re there today. |
Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 57
58.
Call us if
you want to talk about it. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 58
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