How can you sell what you can’t demonstrate?

By: Richard Michie

You won’t be surprised to hear that I’m an eager consumer of ads and marketing. One thing that has always perplexed me is, how do you market an improvement to something via its own medium?

I’m talking about TV’s

Until recently we had an old TV, not a big box thing, a flat-ish screen, but it was old. We knew we wanted to get a new one when it was hard to read the programme descriptions on Netflix. But being a well-rounded Yorkshireman, I’ve been putting it off.

Whilst I’ve been procrastinating about getting a new telly, I’ve seen the ads for new screens, from curved – which apparently are only any good if you sit in the exact right spot, to 3D – another waste, as there’s virtually no content to watch, and the whole family need special glasses to enjoy it.

How can I see it’s better?

One of the best TV ads for a TV in recent years is the Sony Bravia bouncing balls ad. The ad is stunning, CGI balls bounce through the city. The ad was so good lots of people wondered how on earth they cleaned up all the mess afterwards.

The kicker is, no matter how good the ad is and how amazing the picture on the Bravia TV, I was watching it through my old TV with its inferior screen. So how on earth could I tell if the picture on Sony’s screen was as amazing as they said. The only option is to go to the shop.

But you soon find out, when you go TV shopping, that TV stores are a really bad place to see how good a TV is.

  • Unlike your home, they generally have strip lighting in the shop
  • They are displayed in aisles facing each other so you get loads of reflection off the screen opposite
  • These aisles are too close together so you can get the same view you will at home
  • Loads of other customers stand in front of the TV you want to buy so you can’t see it anyway!
  • The screens always look smaller than they are simply because you’re comparing them to the enormous 80 inch screen the shop has in a prominent spot

So, how do you sell a TV?

To really see how a new TV is, you need a set up like your own home. I can’t think of any other way. While some higher end stores have special viewing rooms, which attempt to recreate your home viewing experience, most TV manufacturers aren’t afforded that privilege.

Here’s a thought.

When you buy a new TV, why isn’t there a referral system so that when your friends and neighbours pop round and exclaim “That’s a lovely TV you’ve got, we need a new one just like that” you can give them a code or a voucher for a referral sale?

Seems such a simple scheme, I’m surprised I’ve never heard of it.

How do you sell a TV when you don’t want it to look like a TV?

There’s a new trend in TV’s now. Making TV’s look like they aren’t TV’s. Really flat screens fitted to walls look awful when they’re turned off, so there’s a wave of telly’s which can now display artwork when they’re not showing Match of the Day.

Which brings me to this very odd ad Samsung are running for their Frame TV. Apart from the very odd 70’s type photography used by the influencer for the ad, they’ve chosen to hide the TV so it just looks like a picture frame. Not really sure what’s going on here, but the comments under the post reveal what customers are thinking.

You may also like…

Have you had yours?

Have you had yours?

Join our webinar with Richard Michie and Gareth Turner Friday 22 July from 12pm Find out the story behind Weetabix’s 2 billion impressions viral tweet “Beenz on Bix” and how, as part of a bigger plan, Weetabix increased their sales from £8.7m (6%) to £153.3m over the...

How Businesses Use Social Media

How Businesses Use Social Media

There’s a common saying in this day and age - “If you don’t have social media, you don’t exist.” It sounds dramatic, but it’s true. What’s more, when we’re discussing one of the biggest and most effective ways to advertise your business, products, and yourself in...

Planning a marketing campaign

Planning a marketing campaign

Planning a marketing campaign is, let's be honest, the dullest part of marketing. Marketers are creative people and they want to get stuck into the exciting parts, copywriting, designing graphics, carrying out research, posting to social media, and all the other cool...

YouTube Marketing Explained

YouTube Marketing Explained

For this YouTube Marketing Explained webinar, we're joined by Greg Preece content creator and YouTube specialist. YouTube is the second-largest search engine in the world, and as it is part of Google it is a crucial element of any marketing strategy. Video is now a...

Marketing Rule of Thirds Webinar

Marketing Rule of Thirds Webinar

People love three choices, there’s something in the human psyche that loves threes. And marketing is no different. On this interactive webinar, which we ran with Ioana Jago of Iventum, our CEO Richard Michie and Ioana discussed their three rules of marketing and how...

The art of headline writing

The art of headline writing

Writing a headline is one of the most important skills you can have. It’s also one of the hardest to master. A great headline will give your reader just the right amount of interest and intrigue to read all your carefully crafted copy. If the headline doesn’t grab...

Marketing Executive Role

Marketing Executive Role

Are you looking for a Marketing Executive role in a fast-growing marketing agency? Then this is the ideal opportunity for you to grow your career. You'll work across a wide range of clients offing a range of marketing services including Marketing Consultation, Social...

Love is in the air!

Love is in the air!

Valentine’s day is a topic loved and loathed by people in equal measure, but no matter if you're a big soppy romantic, or think Valentine's day is a silly hallmark holiday, it has always been a big date on the marketing calendar. For us marketing professionals, this...

White label marketing agency support

White label marketing agency support

We’d love to be able to tell you about all the great digital marketing projects we’ve done, we tell you about lots of them in our marketing case studies, but there are some we're unable to discuss. That’s because they are for other marketing agencies Other agencies...