Posts Tagged ‘Television’

What is the fastest way for you or your business to become a star in your local community ?  A well produced Cinema ad.  With the millions of messages your customers and prospects are bombarded with everyday on Television, Radio, Printed Publications, etc,  a cinema ad at your local theater is the quickest and most effective way to get in front of your potential and current customers.  If you ever wanted to do more than get your message out but also wanted to get you or your business(your brand) talked about in your community, taking the time to create a cinema ad that features you, your family, your employees, your customers, a pet and your business will do wonders to elevate your business and put your unique brand on it.

Back in the 50’s and 60’s before cable, Satellite, VCR, DVR, You Tube, Internet and streaming video when there were only a few choices to watch on TV, even in Southern California, entrepreneurs like car dealer Cal Worthington built and branded their businesses through the use of creative and yes sometimes extremely goofy TV ads.  With a Cinema ad you have the opportunity to do the same without having to worry about your audience switching to one of the other 5,000 choices on cable or satellite or fast forwarding through your commercial.  You can appear on the same Big Screen that the biggest Hollywood stars are appearing on, it’s your opportunity to firmly plant your star in the heads of prospects and customers.

Far too many people who decide they want to run an ad at their local theater, simply take photos and throw together something that looks like an ad.  When I work with people on their Cinema Ads, they have to hit me over the head with a large hammer or chair to get me to let them run a run of the mill ad.  If you are going to make the investment in a cinema ad, make sure you are dealing with a company that is first and foremost creative and focused on getting results for you.  Secondly, don’t deal with any company that won’t produce a full motion, digital ad, in other words don’t take a print ad and put it up on the screen in the form of slides.  If you are going to be at the cinema you want your ad to be a full motion video that tells a story or for that matter a joke (make it a good one, although bad ones sometimes work better).  Make the decision who will be the face of your business and will help you create a brand locally.  You can be the face of your business as can a star employee (caution here, employee’s move on when you least expect it)or other family members or as we have seen lately, many family pets have not only become the face but also the voice of many businesses. (make sure your pet speaks clearly if he or she is going to be the spokesperson 🙂 ) .  Seriously, a pet can be the face and an announcer’s voice can be used to talk on behalf of the pet.  I can’t tell you how many times that a dog that is a mascot for a business draws in customers just for the chance to see the dog.

With Cinema advertising the sky is the limit, so don’t limit yourself to anything but a super creative, attention-getting, brand building ad that makes you and your business the star of the show.  I would even go as far to tell you that you should challenge the Cinema ad company  you are dealing with to help you create an ad that makes people almost as excited to go to the theater to see your ad as they are to see the movie.  Believe me, it can be done, it just takes some creativity.

inflatable billboard (AIRSCREEN) in front of a...

Image via Wikipedia

Cinema Advertising has become so effective for countless reasons but the Audience Factor has to be a huge consideration when designing your ad to be as effective as possible.  Most advertising catches people by themselves, either reading a print ad, listening to the radio in the car or watching TV alone.  With cinema advertising you ad an auditorium full of people who can participate in your ad if you are creative enough to involve them.  In my last post I shared BMW’s logo burning ad with you and you saw just a glimpse of the interactive possibilities with cinema ads.  While expensive technology plays a part in some of the interactive cinema ad strategies, simple creative ads can also do the same.  I will get into the simple ways to involve the audience shortly, but I wanted to show you another interactive ad that MSNBC used a few years ago that totally involved the audience.  Motion sensors were set up in a theater and the audience became the joysticks in an onscreen video game prior to the screening of Spiderman.  See the ad here: http://www.adverblog.com/archives/003118.htm

While involving your audience in a video game may seem like quite an undertaking you can get the same reaction from a crowd with an incredibly creative ad as well.  Whether you shock your audience with the unexpected or build in humor that fires the crowd up, blending your brand or something unique about your business will have the members of your audience buzzing long after they leave the theater.

If my clients are willing and up for it, my goal is to always create a cinema ad that is so memorable that audience members will leave the theater not just talking about the movie but also about that crazy ad they saw for the local restaurant or hair salon. If you are going to run an ad in one of my theaters we are going to make sure it is not only effective but memorable.  Sometimes clients have ads they have already produced for TV or other media that they would like to run, while I have no problems running whatever ad they would like, I think that doing something calm and contained is not doing their business much more than getting a little more recognition.

An outrageous and memorable ad will have the effect of a good workout at the gym, you want it your ad to keep working long after the audience has left the theater just like a good workout keeps burning calories after leaving the gym.  One of the few times that TV advertising actually works these days is Super Bow Ads and the reason they work is each advertiser is trying to outdo the other with a creative ad that will be talked about for weeks.  Cinema advertising allows you to reach your audience in a group setting and if you create the right ad, the crowd will respond and even those few audience members that aren’t paying attention are going to look at the screen to see what all the commotion is about.  I can’t guarantee the response the Human Joystick ad got from the audience in the attached You Tube video but I can surely work to create an ad that is going to get a great response that is focused on your business.

In the coming months I will be posting some of the outrageous and entertaining ads that I will be working with my clients to create.   The Audience factor will play big in all of them.  And while movies bomb and leave the theater for the next movie to come in, your ad will continue to play and if we play our cards right, people will becoming to the theater early just to see the ad that their neighbor, coworker or friend told them about.  Creating an event that promotes your business is what Cinema ads are all about !