The creative aspect is critical to your plan. Here are some of the primary principles we operate under:

Create ideas that sell.

We don’t invest our ego in “creativity for creativity’s sake” advertising. The goal is not to prove that we’re creative. The goal is to find a way to sell your product, while building your brand.

Respect the brand and the viewer.

If we don’t respect the viewer’s sensibilities, the viewer won’t pay attention to your product. But, if we don’t showcase your brand and product in a positive light, your branding efforts will have been wasted. We strive to strike a balance between traditional “direct response hard sell” and “image advertising” that will effectively attract the customers you’re seeking.

Capture interest through the correct creative messaging.

Creativity differs from creative advertising. Writing a novel, painting a portrait—both are creative, but the goal is beauty. Creative advertising uses creativity, but its goal is to persuade people to purchase your product. Choosing the correct most enticing way to accomplish this is the most critical phase of your campaign.

Identify the problem. Provide the solution.

Have you identified your product’s primary features of interest? What does your product do, how will it help the customer, how does it set your company apart from competitors? What is the price value proposition? These are the questions you face. We can help you think through these issues and more, and arrive at the best solution for your product or service.

Whenever possible, demonstrate the transformation.

There is no greater proof than the obvious. What was the consumer’s “reality” before being introduced to your product? And what will it be after they make use of it? Will things be cleaner? Is life made easier? Is their home safer? We believe that visually demonstrating these “proofs” are what makes advertising on TV singularly unique.

Balance the importance of branding with the need of response.

We want a “direct” response—a sale, a lead, an address. That’s the point of this type of advertising. But, if in eliciting that “direct” response, your brand is ultimately reduced in stature, we’ve failed. Producers Direct is an expert in striking the balance between these two critical sides of selling.

Get the right response with the right offer.

Over the years, we’ve discovered it’s critical to offer your customer exactly the right thing. Your price point may actually be too low. Your up-sell might require something atypical. You might actually sell more product with a free trial. All of these details are crucial decisions our team can help you make.