Storytelling vs Call To Action Commercials For Small Businesses


If you had the opportunity to watch some commercials lately, you probably have seen two different types of commercials. One that tells a story or one that is asking you to buy something (Call To Action).

As a business owner you should be aware of how video can benefit your business.

  1. 50% Of Users Watch Business Related Videos On YouTube Once A Week
  2. 75% Of Users Visit The Marketer’s Website After Viewing A Video
  3. Website Visitors Are 64% More Likely To Buy A Product On An Online Retail Site After Watching A Video

Some of the best examples of storytelling are those that invoke emotion and connect the viewer to a specific memory. How many times have you been able to tell another person of a recalled memory you had once you watched a movie or remembered a song? As consumers we remember and retain information from a variety of our senses (audio, visual, smell, taste, and touch). The more we connect with our senses, the more likely we are to connect with a business or product.

STORYTELLING – Walker’s Bluff

Another type of commercial that we are all TOO familiar with is the Call To Action commercial. This is the commercial that tells us to buy something. Theses type of commercials run more frequently and are not typically as creative. However, they are very effective when paired with a discount or a sales price. Car dealerships, restaurants, and retail stores use this type of commercial to drive sales and increase revenue.

CALL TO ACTION – Southside Lumber

So, as a business owner where do you start? When dealing with advertising on television and digital marketing, you have to be committed to a plan that is a minimum of 3 to 6 months to see effectiveness. Not committing and wanting to see instant feedback is highly unrealistic. However, as a business owner you should definitely EXPECT results. Those results are attached to the outcomes you and your marketing contact have agreed upon. There is a happy medium in building a relationship with our advertising agent or digital marketing firm. Those that are most successful have great communication, customer service skills, and consistency. Should your business move to video?

Here are 3 questions you should ask yourself when considering a storytelling vs call to action commercial:

  1. What do I want from the commercial? Branding/Exposure  | Sales/Increase in Revenue
  2. How can I leverage and use the video to extend beyond TV?
  3. What is my budget for committing 3 to 6 months?

Video is predicted to be the dominating force in 2015 online. Why not combine your TV campaign with your digital marketing?

If you have more questions, contact Harness TechED and let us #TurnTheLightBulbOn for your business.

About Tom Harness

Tom Harness is the owner of Harness Digital Marketing, a digital marketing firm that works with businesses and organizations on Social Media, SEO, and Email Marketing. He is an entrepreneur and business owner with 20 years of combined experience in Education, IT, and Business. Tom is a U.S. Army Veteran and a Southern Illinois University alum. He also enjoys craft beers, his beloved Chicago Cubs, and his family.

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