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Recently I have heard a lot about spot lengths reference a
return on investment (ROI) for advertisers. I have told the
following many times about Mr. Pipkin. He was the first
retailer I called on. He said, “I’ll give you a one week
spot schedule. Sell all of the sweaters stacked on the floor
over there and I will give you another order next week. I
don’t care how many spots you run, or their length, or even
the production and content. I don’t care about your ratings
or personalities. I am just interested in selling those
sweaters. Got it???” I got it. It was the basic ROI, and Mr.
Pipkin was in his store hourly to check my progress;
therefore, I checked the sweater sales twice a day, changed
copy and length, and did whatever was necessary to sell
those sweaters for another week of advertising. Yep, basic
ROI up close!!!! From that I learned a lot, and how to
design sales packages. Some of them are:
1. Some advertisers believe ROI comes with 24-7-365 image
announcements. So, I designed a FIVE SECOND on the hour time
check ID which simply stated, “It’s 7 AM courtesy of Country
Jewelers, since 1930”. The owner told me that over many
years this time check was mentioned by many of his
customers. SUCCESS!!!
2. Another favorite dealt with a short order breakfast
chain. This time I used a TEN SECOND approach which ran from
5 to 11 AM, M-F. “This morning’s special at Joe’s pancake
house is a double stack and two strips of bacon for
$3.95…coffee is on the house at Joe’s”. Hey, it worked.
SUCCESS again.
3. Fifteen second spots have been used effectively to
promote current sales at department stores, and for other
similar retailers. Sears used this approach to sell hairpins
to young women. I believe their first buy was on WQXI in
Atlanta.
4. Ditto twenty second spots.
5. 30 second spots have been used frequently over the years
in small markets with GREAT success. Drive to a small market
and you’ll hear a lot of them.
6. 45 second spots have produced good results…but are not
used much today.
7. 60 second spots are heavily used in most markets….even if
the content of the spot calls for fewer seconds. (see above
1 through 6).
8. Infomercials…well…don’t get me into that.
As you determine there are many ways to maximize ROI for
advertisers. Be inventive with your advertiser in mind. It
works. I know, because I WAS THERE. PS. I’ll soon write a
column on how to price the above points!!!
e-mail Kent
kent@kentburkhart.com
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