Have you ever noticed that, when you are watching television, you quite often really despise commercial
breaks? Have you ever noticed that, some days, the commercials actually seem to call out your name and get you really excited?
This is my experience, if you care to hear about it. Let's say I am watching an evening sitcom like, The Office. Love the show, hate the commercials. They get really loud and I always feel like they are the same old, same old.
On the other hand, when I am relaxing on a Sunday watching my favorite Home and Garden shows, I find myself
getting rather excited when certain commercials come on. Sometimes I am even motivated enough to hop off the couch, run the the nearest hardware store and buy that Have-To-Have-It item I just saw on T.V.
Why the difference? Target markets. The Office has a extremely diverse viewership so all the companies selling products that appeal to the masses (Cars, Fast Food, Furniture, etc.) advertise here and sell to everyone.
However an HGTV program about Home Renovations has a much more targetable audience. So the commercials they play on that channel cater to the views “Hot” buttons more efficiently.
Why am I telling you this? Because you need to find your own method of targeting the “hot” buttons for all the customers that come in your store. Profiling has its benefits, let me tell you!
Let's talk about New Products for a moment. The commercials I get most excited about are ones I haven't seen before that promote a product that is new (or at least new to me) and exciting. New is “Hot.”
Push your customers buttons by featuring new products so that, as soon as they walk in your store, they get excited and ready to buy. Signage, displays and strategically placing your products will create a buzz in your store, helping you capitalize on a “hot” product.
The two most important things to keep in mind are,
Cater to your audience. Make sure that what you are honing in on is something that will make them
vibrate with excitement, not something that they see everyday that appeals to the masses. You are serving pool owners. Make a splash!Keep it exciting. Don't let them channel surf during commercials, capture their attention and hold it!
There are probably enough new products out there at any given time to allow you to be strategic. Everybody
is going to make sure they buy their staples, so focusing in on an old standby may be a great reminder, but probably won't act as an up-sell. However, highlighting a cool new toy, or Spa Fragrance or adorable little pool cover fish may just encourage some add-on sales that will bring some very welcome extra income.
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