How to Use TV Advertising to Drive Customer Acquisition

Jun 5, 2023 / Industry Insights / FOTW

tv-advertising-drive-customer-acquisition

Television has long been a titan in the advertising industry, captivating audiences with memorable commercials and innovative campaigns. Even in an era replete with digital marketing avenues, TV advertising continues to be a compelling platform for businesses aiming to captivate potential customers. This power stems from the unique features that TV advertising offers — from wide-reaching audiences and high visibility to the ability to stir emotions through sound and visuals.

Yet, while many brands utilise TV advertising to build brand awareness, far fewer harness its potential as a customer acquisition tool. This is a missed opportunity. Customer acquisition is vital to business growth. And TV advertising, when strategically employed, can be a potent weapon in a brand’s customer acquisition arsenal, especially when you’re looking to maximise profit during tough times

In this blog post, we will demystify the process, highlighting the benefits of TV advertising for customer acquisition and presenting a step-by-step guide on crafting a TV-focused customer acquisition strategy.

Understanding Customer Acquisition

Customer acquisition is the lifeblood of any business, whether it’s a fledgling startup or a Fortune 500 company. It’s the process of converting first-time visitors or prospects into loyal customers, driving the growth and sustainability of the business.

This process isn’t a random occurrence but rather the result of a carefully executed strategy. Businesses use a variety of tactics to attract potential customers, ranging from word-of-mouth and content marketing to search engine optimisation (SEO) and paid advertising. Each component of this strategy plays a critical role in a company’s ability to attract and retain customers.

TV advertising, though sometimes overlooked in today’s digital age, plays a significant role in customer acquisition. Recent statistics from Thinkbox show that TV advertising can enhance advertising effectiveness by 40%. Moreover, TV advertising offers a high return on investment, with a profit return of 70% between three and six months and 86% over three years​​.

As these figures suggest, TV advertising is not a relic of the past but a potent tool in the present landscape of customer acquisition. The sections ahead will delve deeper into the benefits of TV advertising and how to craft a successful TV-focused customer acquisition strategy.

5 Main Benefits of Utilising TV Advertising for Customer Acquisition

TV advertising, for many years, has been the cornerstone of successful advertising campaigns. In the context of customer acquisition, it brings several unique advantages to the table. 

Here, we highlight five key benefits of utilising TV advertising for customer acquisition:

1. Broad reach

Television remains one of the most pervasive forms of media. With the ability to reach millions of viewers daily, TV advertising allows businesses to expose their products or services to a broad audience. This vast reach can significantly amplify your customer acquisition efforts.

2. High engagement and trust

Television commands a level of engagement and trust that few other mediums can match. Studies show that consumers often perceive TV advertisements as more trustworthy compared to ads on social media or search engines. This trust can directly influence purchasing decisions, making TV advertising a powerful tool in your customer acquisition strategy.

3. Storytelling potential

The combination of visual and audio elements in TV advertising offers unrivalled storytelling potential. Brands can use this platform to weave compelling narratives that evoke emotion and resonate with viewers on a deeper level. These emotionally charged connections can drive brand loyalty and lead to increased customer acquisition.

 4. Multi-channel impact

TV advertising can act as a catalyst for your other marketing efforts. A memorable TV ad can spark conversations on social media, generate online searches, and increase website traffic. This amplifying effect, known as the ‘halo effect’, can enhance your overall customer acquisition strategy.

5. Measurable results

With advancements in technology, the effectiveness of TV advertising can be accurately measured. Brands can track key metrics such as reach, frequency, and attribution to evaluate the success of their campaigns. This data can provide valuable insights for refining your customer acquisition strategy.

How to Develop a TV-Focused Customer Acquisition Strategy (Steps)

Effective TV advertising is not a one-size-fits-all solution. What works for one brand may not work for another. However, there are a few general steps to keep in mind when developing a TV-focused advertising strategy.

Here’s a step-by-step guide to developing a TV-focused customer acquisition strategy:

Step 1: Define your target audience

Before you dive into any form of advertising, it’s crucial to clearly define your target audience. Understand their age, gender, interests, lifestyle, and viewing habits. Do they prefer watching news channels, sports, reality shows, or dramas? 

This understanding will help you create a tailored message that resonates with them and will determine which TV channels or programs to advertise on.

Step 2: Set clear goals

What do you want to achieve with your TV advertising campaign? Are you aiming to increase brand awareness, generate leads, or drive direct sales? Setting clear and measurable goals at the outset will help guide your strategy and allow you to track your campaign’s success.

Step 3: Create engaging content

Once you know your audience and your goals, it’s time to create engaging content. Develop a compelling story that can connect with your viewers emotionally. Remember, TV advertising allows you to leverage both visual and audio elements – so use them to your advantage. Use clear calls-to-action (CTAs) to guide viewers on what to do next.

Step 4: Choose the right time slot

The timing of your TV ads can significantly impact their effectiveness. For instance, prime-time slots typically reach a broader audience but are more expensive. Match your chosen time slots with your target audience’s viewing habits and your budget.

Step 5: Leverage omnichannel marketing

While your focus is TV advertising, don’t forget the power of other channels. Encourage your viewers to engage with your brand online through your website or social media. For instance, use hashtags in your ads to prompt discussions on social media, or provide exclusive online discounts to TV viewers to increase traffic to your website.

Step 6: Monitor and adjust your strategy

After your TV ads go live, it’s important to continuously monitor your campaign’s performance. Use tracking metrics like reach, frequency, impressions, and viewer response to gauge the effectiveness of your ads. Don’t hesitate to adjust your strategy based on these insights to maximise your return on investment.

Why Should Brands Use TV Advertising?

Despite the rise of digital platforms, TV advertising remains a powerful and effective tool in a brand’s marketing arsenal. It offers distinct benefits that can help brands cut through the noise, reach a wide audience, and establish a strong market presence. 

Let’s delve into why brands should consider incorporating TV advertising into their marketing strategy.

1. Broad audience reach

One of the primary advantages of TV advertising is its extensive reach. Millions of people consume television content daily, providing brands with a platform to relay their message to a diverse and extensive audience. This mass outreach is unmatched, whether the advertising is on a national, regional, or local scale.

2. Enhanced Engagement

Television demands viewers’ undivided attention, engaging both their visual and auditory senses. This dual engagement allows for a richer, more immersive experience compared to other advertising mediums. Brands have the opportunity to craft compelling narratives that evoke emotions, positively influencing viewers’ perceptions and behaviours.

3. Credibility Building

Appearing on television often lends a sense of credibility to brands. Viewers tend to perceive brands they see on TV as reputable and trustworthy. For emerging brands looking to establish themselves in competitive markets, TV advertising can be a key player in building brand credibility.

4. Support for Omnichannel Strategies

TV advertising seamlessly integrates with omnichannel marketing strategies. It directs audiences to engage with the brand across various platforms. A TV ad can include cues such as a website URL or a social media hashtag, pushing viewers to interact with the brand online, possibly leading to immediate conversions.

Key Takeaways

Television, often viewed as a traditional medium, continues to hold its ground in the realm of advertising. If you’re planning to dive into this fascinating medium, you need to keep your audience and brand values at the heart of your campaign, and don’t be afraid to experiment and innovate.

Remember, the right message, at the right time, to the right audience can make all the difference. However, like any marketing strategy, successful TV advertising requires expertise and experience. Crafting the right message, choosing the appropriate time slots, and continuously monitoring and adjusting your campaign are all critical steps that can determine the success of your advertising efforts. 

Better yet, considering working with the right partners could be the key to unlocking the full potential of TV advertising for your brand. An experienced TV ad agency brings a deep understanding of the television landscape, creative prowess, and strategic insight, which can elevate your brand’s message, ensuring it resonates with your target audience and driving customer acquisition.

Don’t let your brand miss out on the powerful opportunities TV advertising presents. Reach out to us now to start your journey towards more effective customer acquisition.

Check Out More TV Advertising Guides Here.

 

Author - Jamie Smith

Jamie Smith is the Co-Founder and Creative Director at Fall Off The Wall, a forward-thinking TV advertising & creative production agency in the UK. Jamie Smith is an experienced Creative Director with a demonstrated history of working in the DRTV marketing and advertising industry.