Refocussing on original intent: moving product

The advent of tv promotions and value-added opportunities stemmed from the advertiser's need to shift from some of the long-term brand-building qualities of tv to those of more tactile short-term sales builders.TV is currently being considered as a medium that can...

The advent of tv promotions and value-added opportunities stemmed from the advertiser’s need to shift from some of the long-term brand-building qualities of tv to those of more tactile short-term sales builders.

TV is currently being considered as a medium that can develop tactical strategies, create a new sense of client partnership and deliver the all important p.o.p. – proof of performance.

Twinned

Unfortunately, the early tv promotional product lacked a single purpose because it twinned with the broadcaster’s desire to increase station viewership, while also increasing station revenues.

What was lost in a sea of watch-and-win contests and symbols jumping across tv screens (to the irritation of our viewers), was the single purpose of effectively moving client products while garnering a longer-term brand awareness from the consumer.

Evolution

The recent evolution of tv promotions has taken place with most broadcasters in Canada.

cfto-tv recently had the chance to develop an exclusive launch of the private label brand for the Great Atlantic & Pacific Company of Canada, Master Choice.

The program used multimedia through both print and tv, and a co-op program was established and co-presented to secure funds to finance the program.

Dialogue between the two parties was clearly the main ingredient for our combined successes and one-stop shopping for all media through ourselves proved beneficial.

Willing and able

In general, ad agencies seem willing and able to address and assess most promotional opportunities on behalf of their clients.

They rightfully question the relevancy to their client of pre-packaged promotions that are marketed to many advertisers.

What media buyers can be sure of is that a promotion developed from its grass roots, specifically for their client, with input from all parties and with a defined purpose, can produce the classic win-win situation for all.

Unlimited

As the future of tv promotions unfolds, it will be limited only by our imagination.

The co-development of projects between agencies and clients will bring value-added promotions to the forefront, eventually challenging the purchase of the dreaded grp (gross rating point.)

Sean Delaney is vice-president, general sales manager at cfto-tv in Toronto.