Weekly Furniture World Media Note #145 from Lance Hanish: The Magic Box

Furniture World News Desk on 10/5/2015

That little black box sitting on top of or near your television set may be the key to the growth of your business. It is that connection, between you and your customer, that could be the difference in you making it with your brick-and-mortar facility or not.

The box is where the satellite TV and/or cable provider brings in the signal to you and your customers with hundreds of channels to select from. This technology is having a digital upgrade. And it is going to allow you to reach 40 million ‘household addressable’ potential customers. This represents approximately a third of all American households.

So what? What does that mean for a brand and/or retailer?

This will allow you to geo-target like never before via television, just like you can do with mobile. In an article by Steve Lohn in The New York Times (092915) he states that it will allow advertisers to get right down to the ‘household level-not only covering what is being watched but, when combined with other data sources, also predicting behavior and buying habits.’ He further pointed out that ‘With advanced software and data-mining technology, the potential for tailoring ads can be quite refined. So, for example, two households in New York, living in next-door apartments, could watch, say, ‘The Good Wife’, and see different ads. In one apartment, a couple who contribute to environmental causes and have no children could be shown an ad for a compact car. In the other apartment, a couple with two children and a weekend home might be shown an ad for a sport utility vehicle.

In short, the use of television by the brand and/or retailer can be taken advantage of today, perhaps better than any other period in its existence. Now you will be able to not only geo-target your absolute target audience (with different messages at the same time) but do in as a rifle shooter and not just an old fashioned shotgun shooter with your advertising.

It has already been tested. According to Lohn, Honda’s Acura TLX luxury sedan tested an addressable TV ad campaign last year. They ‘choose 1.7 million households to show Acura ads. Those households’ rate of buying the cars was more than 60% higher than that of a demographically similar control group who were not shown the ads.’

Think they are on to something which can product engagement and sales?

Legacy media such as television can also be used the same as other legacy media, such as newspaper and magazine. And when it comes to mobile, very few can match the asset radio has. All have value as distribution channels but not necessarily in their traditional advertising format but through their distribution channels via digital/mobile. And regardless of the media selected, you can use the power of video. Video is the key to driving sight, sound and emotion that drive decision-making which is the most powerful tool in your integrated marketing tool belt today.

So, the next time you go home and see that little box on top of or next to your television set in what ever room you are in, remember this: it can be the key to driving in traffic, which precedes sales into your business.

Today in a changing world technology, it is important to reach with consistency through the tools that are in the hands of the consumer today. Sometimes that means reinventing the old tools which we have been accustomed to using but now, with a new twist. Finding solutions to the problem of decreasing traffic in brick & mortar locations…that is what RetailPositve™ is all about.

Be RetailPositive™.

For more information regarding Integrated Marketing Innovations, read Media Notes Canonical at http://www.cnasophis.com.

For daily media notes, read our blog at http://overtheshouldermedia.wordpress.com. For weekly MNCte Briefs, read our blog at http://sophis1234.tumblr.com.

Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

He can be reached at:
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