Television and the Art of Panicking

Whenever we try new tools for getting our message out to the world, there will be a period of uncertainty where we're not sure if we're wasting dollars. For the past 36 hours my team has been running a test in the Fresno DMA for 30 second television ads. Our goal is to demonstrate the value of mass media in bringing sufficiently large numbers to our site so that we can sell our product.

During the next few hours is when clients, bosses, and we are most likely to panic. Maybe we should alter the run schedule? Change the website landing page? Make some other substantive alteration of the site to encourage customers to spend freely?? My advice is for you to take a deep breath and go do something else for the rest of the day.

Television is indeed a powerful medium. We can reach hundreds of thousands of people every day. The expectations that come with that, though, are dangerous. Seeing isn't deciding. Seeing once isn't learning. It takes time for potential customers to become comfortable with the purchase of new products - especially if they are unfamiliar with your brand or product category. Give your customer permission to take a few days to figure things out in their mind.

Conveying your message effectively is a game of repetition. Generally, we're not selling water to lost travelers in the desert. If your price point is more than $20 or so, you're prospect might just need to do some thinking to get comfortable with the purchase decision.

While my example is TV and it is by far the most expensive media choice in absolute terms, the idea of a little patience is applicable to all the new tools you may be trying - and even some old tools. If you've done a good job in identifying your prospects, you've generated good creative, and are deploying it wisely, then sit back, relax, and keep your eyes open. You might not make a change on day two, but by day four, it might make sense to adjust around the edges.