SE3 EP64: How to Use TV Advertising To Sell Physical Products w/ Scott MacDonell

Scott MacDonell launched television advertising for LegalZoom.com and scaled it to almost $20 million in spend annually. 
He wrote the first Wix.com TV ad is currently working a new campaign for a very large hardware and software enterprise company.
His biggest success was with LegalZoom. It made an immediate and lasting impact on their media mix, ROI, and brand awareness.
On this episode, Scott takes us through,

The key reasons the LegalZoom.com TV ad campaign turned out to a success How they started out with radio advertising How to use hosts to read the ads and speak about your company conversationally Getting out a promo The importance of selling a mass market appeal product on TV in order increase your chances of success  Attribution to TV - life in brand search, direct search, toll free number, coupon code and Media mix monitoring

The Direct Response Ad Structure:

Find a Problem - could be What is the Solution Why should we believe the Solution - Social Proof Why you should act on it today! urgency ACT

 

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SPONSORS:

This episode is brought to you by:

Klaviyo 

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