Generating commitment from TV viewers on a website (Drive to Web) or mobile application (Drive to App), doesn’t just happen on its own. Without diving into the specifics of an offer, the communication aspects of a TV advertisement, or the strategy behind TV purchasing, there are 5 key principles that should guide the design of an effective message to ensure the campaign objectives.
To summarize, the message must be explicit, instructive, clear, demonstrative, and guiding.
1) When you invite someone, consider giving them your address !
That seems to be a no-brainer ! And yet many communications still forget it.
Mention in writing and orally your website’s URL or the name of your mobile app. Make your address clearly visible and understandable. Clearly recall www.monsiteweb.com and not just monsite.com to avoid a possible confusion between your logo and your web address.
The must-have: as you mention your site orally and in writing, reinforce your message by bringing up a mouse pointer (International map), the Google search bar.
Some examples in video :
2) Take the viewer by the hand and take them with you
After providing your address, your objective is to make viewers visualize the route that they will need to take to reach you. For each trip, the device and the screen that you will be pushing them to use must be considered.
Do you want to engage the viewer on the web ? Put the viewer in the position to visit your website by highlighting a PC or a tablet.
Do you want to increase the downloads of your mobile app ? Put the viewer in a situation to use the application by highlighting a mobile phone.
One example in video :
3) Project the viewer in your universe
The viewer knows where you are and how find you.
It is time to put them in a situation; to show them what they will find with you, how they will navigate with you. Deploy the use of your website or mobile app to put the viewer in front of your offer, making it lively and concrete; also, don’t forget to demonstrate the navigation on the site or mobile app.
Some examples in video :
4) Speak directly to the viewer
The famous “Call to Action”! Talk to the viewer in a You / We mode, and establish a personal relationship with the person you are addressing. You must remember that a “Call to action” includes “action”, so the action verb is imperative: “download”, “connect”.
Some examples in video :
5) And clearly signify to the viewer what you expect of them.
Let’s not beat around the bush. Anyway, no one is duped! This relationship is most often established using the imperative. And it is imperative to recall here that this imperative does not necessarily communicate the order, but potentially an invitation, a request, or permission.
Some examples in video :
