If we were to use these components to build our own banner for the same golf club I bought at the driving range, what would the brand experience be like online versus offline? Let’s assume that I am a golfer -- my son tends to argue this point vehemently. Let’s also assume that I am at a golf-related website or viewing golf-related content.
- I see an ad that rolls video of a golf instructor who asks me if I’m happy with how far and accurate my drives are. The ad just got my attention.
After the instructor asks the question, he gives me two options to click -- I can see how to improve my Accuracy or my Distance. Now the ad has my intention to click.
As I click on Distance, I see another video that demonstrates how this golf club can improve the power behind my stroke. After that video rolls, I am invited to enter in my average tee drive and the banner will calculate how much further my shots will go by using this club. The ad has caused interaction with the product.
After I key in my average drive and see the improved results, I am invited to print a coupon to order the club at a 10 percent discount. The banner also displays an email form that I can use to email the coupon to a friend to receive a free online instruction video. As I click to print the coupon, I am making a commitment to an action -- to buy the product.
Now, As I click to visit the product website after having seen it in action, having calculated the benefits of using it and having received a coupon to purchase it at a discount, I am doing so with a previously established relationship with the product. I’m no math whiz, but I suspect that the percentage of people buying your product is going to be much greater if they go through a similar experience before they buy, than by simply clicking on a static flash banner.
Even if you don’t have content that can be easily packaged in a banner, get creative. Just because your product isn’t branded entertainment, doesn’t mean it can’t be entertaining. The features and benefits of consumer packaged goods and pet supplies can be broken down inside of a banner just as easily as a film or video game.
Use these components the next time you create a display banner. Whether you are marketing dish soap or dog houses, one thing is for certain: you will sell a lot more if consumers can try before they buy.
Scott Meldrum is president and founder of HypeCouncil. Read full bio.