Apple, Nissan, and major brands used Brandmercials in the mid-1990’s with outstanding results. In all Brandmercial programs, the show body is beautifully produced, yet structured with a wealth of product information and benefits. The call-to-action segments (designed to generate leads, drive to retail, and/or direct sales) are crafted to portray an elegant image while enticing a huge audience to respond via the 800 number and website. All campaigns have produced dramatic results including measurable qualified leads, ultimate sales, and the enhancement of brand imagery. Both Apple and Nissan stated that their Brandmercials were the most effective form of advertising they had done in their history up to that point.

 

Why did this incredibly effective form of DRTV seem to have gotten lost in the past? I spoke with some of the original creators of the 1990’s Brandmercials and there is no clear cut reason.  Not realizing the history they were making, moving on to other projects, the daily demands of the job, industry changes among others were some of the reasons volunteered. But without exception, all pointed to the clear cut facts – Brandmercials are the most effective form of DRTV.

 

Now is the time to resurrect the Brandmercial and Hawthorne Direct is doing just that. Why? First, let’s face facts. 90% of today’s shows fail. Short Form product sellers can only hope and pray to the DRTV gods that their shows can last long enough to get a big box retailer’s attention.   This track record of failure does little to entice major brands to join the fray.  “Regular” branding commercials do little to differentiate. If you’ve seen one automotive commercial touting their 100,000 mile warranty, safety record, bells and whistles, and low cost financing you’ve seen them all. And how many times can you watch a car speeding down a country road with leaves blowing in its wake before you realize that you have no idea what make it was. In addition, there is little if any evidence to prove that brand product sales are directly tied to the airing of a particular commercial. I’m often reminded of the past CEO of Coca-Cola, Roberto C. Goizueta, who stated in 1972 after the airing of the singing children on the hillside in Italy that “we may have taught the world to sing, but we didn’t teach them to buy Coke”.

 

As if additional incentive was even needed, now is the perfect time for Brandmercials as Long Form media rates are at 15 year lows. The same rates as the mid-1990’s!

 

To see exactly what a Brandmercial is and how effective a brand, product, and call-to-action are artfully woven together to produce unprecedented results, you can view Apple’s Brandmercial - The Martinetti’s Bring Home a Computer - at http://www.youtube.com/results?search_query=the+martinetti%27s+bring+home+a+computer&aq=0

 

To explore this most exciting, and most effective, form of DRTV, give us a call – 714.839.9303. Together, we can determine if Brandmercials are a fit for you.