We live in a fast paced society. That is a fact! I even know some people that will not go to Starbucks if there is not a drive up window. Fast food, crackberry, another app for this and that, scanners, webcams, text, you name it. We want it to make us FASTER. Technology has not made our lives easier, it just makes people expect things from us more quickly.However, most of us relish the opportunity to deliver on these (mostly self-imposed) timetables.
Since this is the situation in our daily lives why do some advertisers continue to use lengthy messages to promote their product or service? The answer is that they are not changing with the times. Have you ever asked a young person why they text instead of just picking up the phone and calling? They usually just shrug their shoulders and reply, "I don't know?" but the fact is that it is all about time management. Ah ha! Those teenagers do not seem so unresponsive when you put it in those terms. My point is that times have changed. The way we communicate has changed. Thus our advertising messages should change.
Our philosophy is: Get To the Point! The days of the 60 second ad in radio and the 30 second ad in TV are a dying breed. Why? Well, in the past we needed (and our audience had more) time to explain our product or service. However, now we have websites and the Internet to explain in more detail what we have to offer. Really listen to your messages. Do you say the same thing more then once in your ad in a different way possibly? Could you cut the ad in half? Why not just say it once lead them to your website and get on with it? Many people are getting a little fed up with giving time to get the end result i.e. TV commercials for FREE Programming. We know this is a fact or Tivo would not exist. That is why you have to get to the point! How do you do it without losing the message and are there any advantages? Well, there are many advantages to this approach that cover: budgets, frequency, multiple messaging and branding. My favorite 1 second ad is: "Beep, beep. Mini" which was developed for the Mini Cooper. I am not suggesting 1 second ads for everyone but if you had that strong of a brand you could!
RATES has been doing these type of ads for quite some time now and know how to make it work. We would love to talk with you if you have more questions.
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