TV commercials rely heavily on emotion. It's better to save detailed product descriptions and benefits for your inbound marketing materials when leads are looking for that information. Instead, let the value and emotional pull of your product pull through in your TV ads.
There’s a long history of commercials that tug on one particular heartstring for Portland businesses: nostalgia. A combination of perceptive scripts, striking visuals, and well-crafted jingles that stick in listeners' memories (like in the Franz Bread commercials) create strong commercials.
When your television ads can pull viewers into a particular state of mind and stick with them through the years, you've made a commercial that will give you years (or even decades) of value. Learn more about how to create those emotive and nostalgia-generating ads for your specific Portland audience in this guide.
Portland is home to a diverse group of people, even though it's a local audience. Before you even start scripting your commercial, you need to know who your commercial is for to successfully advertise.
Demographic research and customer personas help you find out who you need to reach. A customer persona is a fictional representation of your target market based on data you gather about who buys your products. The more detail you can add to a customer persona the better you can engage them and create a personalized message. Gather data like:
Strong demographic research is the only path to creating richly detailed customer personas. Achieve this through surveys on your website, detailed analysis of your web traffic and buyers, and even by working with third-party consultants.
Other benefits of planning out exactly what you want in your television ad include:
Researching your audience also sets the stage for deciding where you're going to air your television commercial. You need to know where your target market (and customer personas) spend their viewing time.
Your audience might watch the local news, or they may only watch channels in their cable package. Sometimes, your audience won't watch traditional television at all, instead preferring online streaming channels. You need to know both where your audience is and isn't so you can create a list of contenders.
Then actually reach out to local stations to:
Television commercials are an excellent opportunity to imprint your brand in the local culture. Reaching out to Portland audiences requires research, a tightly crafted message, and precision. Portland is its DMA with over 1 million homes with televisions, so make sure your brand is reaching them with the best possible message.