REPOST
Posted by: ActivClient
Date: Wednesday, February 10, 2010 12:46:24 PM
In reply to: trusting him who wrote msg# 120230 Post # of 130451
Televison is without any doubt the most efficient avenue for reaching and persuading vast numbers of people. It generates the sensational urge that leads to a purchase. By no means does any other method deliver sales like it. Every good quality company should have a formed baseline or known sales trend for a particular product. For a new company who is still learning their best growth model, this baseline should be compared not only nationally, but locally. Which IMO, is why Eric is doing the C-100 program in the U.S. This baseline can be large, or it could be small compared to other similar competing companies. As time goes on (with or without advertisements), this baseline can ascend or descend.
Now lets say Tomorrow, Feb 11th, Toronto begins airing that commercial on a regualar schedule. Based on the average amount of times aired (which Eric should be aware of), and monitoring if their known baseline increases, they would know if that certain commercial was effective. Hits on their website should increase. As you stated, phone calls, and customer service inquires should increase. Being that this ad is only being aired around the Toronto area(correct me if i'm wrong), it is easier to observe how successful the TV ad is in that location. Increased product placement requests? Increased demand for the product from the stores already carrying?...etc...All vital signs of efficiency.
If the baseline stays the same, then we know the commercial was not effective. If it decreases dramatically(which does happen), then we know it more or less hurt the company. DRTV monitors this kind of stuff themselves. Whatever can make them money, they keep their eyes on. They watch how often ads are aired and the sales generated between those time slots.
"We" will not know the effect until Eric provides an update or possibly someone living in Canada(Tib) tells us. Once the DRTV ad is complete and is aired in the states we will see for ourselves. For example; we could see a vast amount of people singing a WC jingle, proving awareness is growing. Just like the "give me that filet o fish" commercial from Mcdonalds...lol. Everyone was singing that song and it obviously was very effective. I don't know for sure but I bet that sandwich type got a significant boost in sales. IMO
