Moving Pictures Move Sales!

Lights! Camera! Action!

Everybody loves good commercials.  Yes, even those who say they don’t like commercials really do like commercials. 

Hey – part of the Super Bowl’s allure and over the top entertainment value is, after all, the debut of the new cutting-edge commercials.  There are probably two distinct groups of these top-notch Super Bowl commercials. 

The first group focuses on a well-crafted, engaging and memorable storyline.  The second group focuses on a well-crafted, engaging and memorable storyline presented with well executed special effects.

Many of these, as well as, other commercials are streamed over the internet and on social media sites giving the businesses they represent an extra bang for their buck.  But many mom and pop, small market business owners think they can only wish about creating their own television commercial.

Not so fast! You can afford a well-written and well-crafted television commercial.  Yes, a locally produced TV spot that is well-crafted, engaging and memorable!

At Spectrum Marketing Group, we can write, shoot and edit an excellently produced television commercial for you that is also budget friendly. Take a look at just some of the thirty-second commercials we’ve produced in our portfolio under video. 

So, are you ready to tell your story or sell your product/service, build your identity and get your sales moving? Call us about our small local business rotator spot package that allows you the opportunity to broadcast your sales message more fully by showing three versions of the same commercial. 

These same commercials can be posted on your Facebook page, Tweeted and streamed on your website and, played in your waiting room as well. Our commercial package can also be used as part of your social and digital marketing with or without having to buy a local broadcast or cablecast television schedule.

For as little as $3500, we will write, storyboard, scout location(s), on-camera talent, voice over talent and library music, as well as, shoot and edit your television commercial.

Are you ready for a national quality, locally produced, budget friendly television commercial that gets attention, holds the viewer’s interest and increases their desire for your product/service with a definitive call-to-action? 

Call us to schedule  a free, no obligation pre-production meeting at either our office or yours!

 

 

 

 

 

 

Ogres, Onions and the Creative Process

A ramble about the creative process and its challenges from an advertising guy’s point of view…

David Ogilvy once said, “Hire people who are better than you are, then leave them to get on with it.”  There is an art to the creative process itself which is also supported by years of experience.  And, although it may look easy to some – it’s not.

In Shrek, the now classic animated movie franchise, the title character reveals that ogres are like onions. The exchange between Shrek and Donkey went like this:

Shrek: Ogres are like onions.
Donkey: They stink?
Shrek: Yes. No.
Donkey: Oh, they make you cry.
Shrek: No…. Layers. Onions have layers. Ogres have layers…We both have layers.
Donkey: Oh, you both have layers. Oh. You know, not everybody like onions.

The creative process is very much like ogres and onions. There are lots and lots of layers.  Bearing this in mind, not every client wants to become involved in or understand the creative process. Yet, for some, the creative process is very magical until they come in contact with those damned layers.

tug-o-warOthers see it as a contact sport.  A perpetual tug of war as to whether these layers are necessary or, are just a form of torture whose only purpose is to increase their billable hours.

Plus, as the result of having been mesmerized by technology, the general consensus of many non-creatives is that any of the layers can be changed quickly, simply and without consequences.

Clients shouldn’t be oblivious to how even the smallest and seemingly most unimportant changes they insist upon, for whatever reason, may adversely affect the advertising project.  Client involvement can be a two-edged sword.

It is very difficult to find Selling the Dream, the Smithsonian television documentary that tracked the making of Mitsubishi’s 30-second television commercial for its then new sports car, the 3000GT, online.  Read about it here to see how it illustrates what happens when the creative process becomes less important than making the client happy.

Some see the creative process as tedious and unnecessary – yeah, including account executives.  Many fail to understand how the end product (a website, print ad, TV or radio commercial…) is connected to the creative process itself. There are definitive and progressive steps required to bring a client’s project from concept to completion.  Like ogres and onions – it has layers.

The creative process doesn’t offer instant gratification.  A :30 television commercial takes hours to concept, write and produce.  Care, consideration and support for the creative team is crucial.  They need your information and insight to create a precisely pointed selling message to support the marketing strategy.

The creative process has built-in checkpoints to determine the project’s progress; to evaluate and review where it should be in the time line, as well as, if it will or will not reach the stated objective.  There is an order to the layers! Blaise Pascal once said, “The last thing one discovers in composing a work is what to put first.”

The creative process has a singular objective – to quickly and effectively reach and relate your product or service offer to a specific audience.

Ogilvy said, ,  “Look for people who will aim for the remarkable, who will not settle for the routine.”  The one thing non-creative participants can be certain of is that the creative process doesn’t always happen easily and, in a straight line – there are layers you know!

Eyes. Ears. Hearts. Minds and, Wallets…

They’re all connected to sales: the first sale especially. And, regardless of what medium you choose – offline or online – you need to instantly connect. You need to connect to those who are looking to buy.

This group either has no experience buying what they’re looking for or, they have no loyalty to the last place they bought from. Why else would they be looking elsewhere? It’s up to you to make their first time a memorable experience.

If they’re not loyal to the last place they bought from It may be because they didn’t have the type of experience that would make them want to go back. Or, is price their only incentive? If that’s the case, we’ll address that in a bit.

They may also be more driven by price and availability rather than loyalty to a particular business. So, whether they’re looking to buy or ready to buy, prospective customers are out there.

Those who are ready to buy have done their research and made up their minds as to the benefits, advantages and features they want.  Their mission is now to connect to a resource. Are you that resource? And, how do you become that resource?

What are you doing to attract their eyes? What makes your product or service standout from the competition? Does your advertising communicate what you are, what you do and, why you’re the obvious best choice? How you look to customers is how you’re perceived.

What are you doing to attract their ears? Everyone loves a story. Everyone especially loves a story they can relate to and that promises a happy ending. For you, a happy ending is a sale.

Once you’re advertising has attracted them with relevant imagery or a story, you’ve begun the process of getting to their heart. Most consumers assume that their purchases are made rationally. Wrong! Most purchases are emotionally oriented. The heart tells the mind what to do.

When a customer has a change of heart, they change their mind. Most perceived barriers to a sale are thought to be rationally based; too much, too expensive or the level of quality hasn’t been demonstrated or, isn’t easily apparent.

Prove they’re wrong and the change of heart will lead to them changing their minds and reaching for their wallets. Many transactions – purchases – are made well before the consumer reaches the point of purchase.

Once a buyer is convinced of the payoff you’ve promised in your advertising, they mentally make the purchase and then physically follow it up. Your advertising, good advertising, in general, must be a combination of selling words and pictures that promises the specific solution consumers are looking for.

How about the consumers who only shop and buy on price? They are transactional and not relational buyers. They make their decisions on price for several reasons. One is either an economic necessity. And yes, for others, it’s just plain old greed. A lack of loyalty is blatantly demonstrated by the low rate of repeat sales. Why? They were either put off by their first or subsequent experiences and see no experiential differentiation between your business and your competitor’s.

So, if you want relational customers, your advertising has to connect to their eyes, ears, hearts and minds to their wallets. To do so and be successful, you have to offer a unique solution proposition and, a unique, consistent and pleasant purchasing experience. When Dunkin Donuts first started out, many of their locations were in suburban areas. They promised it was – worth the trip!

Once you’ve attracted prospects with relatable imagery and, an embraceable narrative that defines or, is attractive to their emotional state, and offers a distinctive and rational differentiation between your offer and that of the competition – they’’re connected to their wallets!

What is Responsive Web Design?

When we tell our clients that all the websites we build are now built with responsive design, we often get the same response. What is responsive web design?

Once upon a time web designers would build websites based upon what looked good on their massive screens.

Then when the amount of time spent searching the web on mobile devices rose to the level of desktop devices web developers started making mobile websites. If someone accessed your website from a mobile device it would redirect you to the mobile version of the website.

Now, instead of designing two different sites, we design websites with what is called responsive web design. What that means is you have one website that automatically formats to whatever screen size the user is on.

Think of every section or your website whether its a photo, text block, menu etc. as a block, if you are on a desktop site we can arrange a few of those blocks side by side, if you are on mobile we now stack those blocks.

Confused? Perhaps this graphic below will help make sense of it for you.

what is responsive web design

We hope this answered the question what is responsive web design?

If you are thinking about re-designing your website, make sure it is responsive. And maybe give us a shot at it. Check out our portfolio to see some of our work.

How to build an effective small business website seminar

CONTACT: Anne Fenton, MSBDC, (508) 673-9783, amfenton@msbdc.umass.edu
Creating an Effective Small Business Website: October 18, 2014

Fall River, MA – You know your business needs a website – but why, how and what’s important? Jeff Wotton and Jason Almeida, of Spectrum Marketing Group will present an interactive workshop to explain the process of creating or re-creating an effective small business website.

They will cover a lot of ground including: the design process, characteristics of good websites, what needs to be in them for SEO, what’s a shopping cart, what are the mistakes are most commonly made, and advantages of “do it yourself” vs. disadvantages. Please join us and bring your questions!

This FREE event will be held on October 8, 2014 from 4:00 p.m. to 6:30 p.m. at the Cherry & Webb/UMass Dartmouth Building, 139 South Main Street – 4th floor, Fall River, MA and is sponsored by the Fall River Office of Economic Development.

Space is limited, so please register on line at www.msbdc.org/semass and click on event calendar or call us at 508-673-9783 x 10. Metered parking is available on South Main Street. Additional parking is available for a nominal fee at the Pearl Street garage, which is one block from the building on the corner of Pearl and Anawan Streets.