TV Advertising Tip 6: Test first and second

 

Hello, ladies and gents. Jonathan Rolley here, from Direct Response Media. I'm back for another session of Rolley's. This is tip six for creating better TV ads. This is all about test first and second.

 

When most people start TV advertising, they'll think, 'I've got a couple million dollar TV budget and I want to go big', and this is very prevalent in new categories. It's like a land grab; 'I need to go out and I want that first mover advantage'. What it really means is that you may be using TV ads and marketing strategies that do not work for your business so you can blow a lot of cash really early on.

 

So test first and second means that before you do anything you need to test the response rate. So if I'm reaching a million people, how many of those will actually take action and go to my website or pick up the phone or go to my retail location? You want metrics on that and you want to tweak and dial. So you might want to go out with 4-6 slightly different creatives and measure the impact they are having on your branding because small impacts or small changes of elements can have big impacts on your response rate.

 

In addition to testing that, you want to be testing which networks are driving results, which time of day and which day of week because you can increase your performance by 100%, 200% and even 1,000% by knowing these facts and these data analytics, so test first and second. Don't go large until you've got a ROI. It's very important because you can spend a lot of money and not get a return.

 

So thank you for turning in to Rolley's rant - I've enjoyed it. I hope you have too and I look forward to chatting to you next time.

 

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