Program Ads Don’t Stick - The ConsumHERist

Posted on | June 24, 2009 |

by Delia Passi

Why advertise when 91% of women say that advertising does not resonate with them? Or that 70% of women multi-task during commercials? Or that women TiVo their way to stretching their precious down time? You get the picture? The commercial is out and “engagement” is in.

That’s why I’m a big believer that if you want to get her attention on the tube then branded entertainment is your ticket to connect with her.

What better way to assure that your brand is not only seen but getting the third party endorsement by having the host interact with your brand! Lets face it, third party endorsement is the way to go. Over 80% of women prefer to buy products or services that were recommended by someone they trust, and that “trusted source” can be a favorite program, celebrity or peer.

According to a recent study by Experion Simmons Multimedia Engagement the five dimensions of engagement are reported as:

Inspiration: Consumers are inspired by the message and have an emotional connection to it.
Trustworthy: Consumers trust a particular program (e.g. The Balancing Act on Lifetime), a magazine or website and believe it is telling the truth without sensationalizing.
Life Enhancing: Consumers feel they are learning about new things and places from a particular program, magazine or website, helping to make better life decisions.
Social Interaction: Fodder for conversations with friends and family (e.g. the Brands Women Love Tour).
Personal Timeout: Provide an escape for consumers who like to relax and unwind while reading or watching them.

Which got the highest marks from consumers? #4 - Social Interaction. No surprise here, but an important note for marketers trying to gain market share. Touch and be touched.

Delia Passi, Founder of WomenCertified® and author of Winning the Toughest Customer: The Essential Guide to Selling to Women is a regular columnist on ReachingWomenDaily. Delia can be reached at delia@medelia.com.