Consumer trust in your brand could be essential to the long-term success of your business. If people don’t have confidence in your company and the products or services you offer, you’ll struggle to hit your sales targets. There are various ways to reach out to consumers and enhance the profile of your organisation, and one of the most effective is to run well executed television ads. Keep reading to find out why this form of marketing could be the key to building trust in your company.
The stats speak for themselves
There’s no doubt that online marketing can play an important role in businesses’ promotional strategies. When done well, it can be a cost-effective way to gain the attention of consumers around the globe. However, traditional forms of advertising, including TV commercials, are often seen as more trustworthy by consumers. Highlighting this fact, research conducted by Neilson in 2015 suggested that among all forms of paid media, TV ads were the most trusted. Of the people surveyed, 63 per cent said they completely or somewhat trust these commercials. This was 15 per cent higher than the figure reported for the most trusted form of online marketing, which was video ads.
TV ad production specialists Toast TV suggest that establishing a presence on television is a proven way to gain credibility among viewers. The company notes that this can be particularly effective for emerging brands. When the television ads of these businesses are seen among those of well-established companies, consumers tend to feel reassured that they are trustworthy and reliable.
A breakdown of the benefits
There are many reasons why this form of marketing tends to engender greater trust. One is the fact that it has been around for so long. People have grown up watching and listening to these promotions and they’re an accepted part of everyday life. In contrast, some of the marketing techniques that have emerged more recently, like social media campaigns, online banner ads and text message ads, can provoke suspicion and sometimes even annoyance or hostility. Also, people tend to associate television adverts with thriving, successful businesses, and this can give consumers more confidence in the goods or services being marketed.
Another advantage of television campaigns is the fact that they give companies more time to win potential customers over. The ads can run for 30 seconds, providing businesses with plenty of time to get their messages across. With other forms of promotion, it can be hard to capture people’s attention for such long spells. On a related point, television commercials are effective at achieving repeat exposures. People often see these ads many times over, helping to reinforce brand identity and build trust.
Getting your campaign right
Of course, not all TV ad campaigns are created equal. If you want to achieve the best possible results, you’ll need to ensure your ads appeal to the right people and enhance your brand image. Fortunately, you don’t have to be an expert in this area of marketing to succeed. By finding an experienced advert production company that takes the time to understand your needs and create tailored, original content, you should be able to make a commercial that bolsters trust in your brand.