Everything about Advertising -- in no particular order

Television
-- by Lisa Ann Schreier

Welcome Back!

Today we delve into the world of television advertising. With the expert advice of my editorial guardian angel, this column will prove to be somewhat different than some of my other, shall we say, vitriolic columns.

First of all, let me suggest the dismissal of network, large-scale cable and very localized cable through this handy, dandy chart:

NETWORK/LARGE-SCALE CABLE

  • extremely high spot cost
  • large shotgun marketing
  • 30 or 30 second time constraint
  • lots of people with remote controls in their hands-- the zap factor
  • high production costs

LOCALIZED CABLE

  • 30 or 60 second time constraint
  • small shotgun marketing
  • generally low production quality
  • the zap factor
Now, we could take a long time to discuss the merits of my views, but we won't. You can decide for yourself. My basic stance has never changed-- timeshare properties will succeed only if they succeed in attracting educated, informed consumers who can afford the product. 30 or 60 seconds is not enough time to adequately inform potential owners about your property, much less about vacation ownership.

So, what does this leave you? Long form television advertising, also known as an infomercial. Don't think Ron Popeil. Don't think slick exercise equipment nonsense. Do think intelligent. Do think highly targeted. Do think well produced. Do think multi-media. Do think of the advantages.

Many resorts are showing a film "explaining" timeshare during the sales presentation. I'm NOT talking about that. Let's go several steps further. As a matter of fact, lots of steps further. A challenge to ARDA and their member properties:

  • Have ARDA put together an educational, entertaining, fact-filled, emotionally charged 20-minute piece incorporating "why timeshare" and "why vacation". In essence, a good abbreviated sales presentation. In may cases I would use a little from my many teachers and mentors (forgive my shameless name-dropping here):
    1. Common Sense---courtesy of Duane
    2. Sense of Urgency---courtesy of Johnny
    3. Value---courtesy of Frank
    4. Genuine Emotions and a Killer Smile---courtesy of Jeff
    5. Family Values and Advantages---courtesy of Connie
    6. Fun---courtesy of me
  • Make that 20-minute piece available to member resorts.
  • Allow member resorts to tag on their individual 10-minute piece. The "why this resort" segment.
  • Member resorts can then take that completed 30-minute piece and run it as an infomercial where and when they see fit. NOTE---YOU WILL NEED SOME ASSISTANCE FROM A MEDIA PROFESSIONAL HERE.
  • Member resorts can use a multi-media approach. For example: continue with direct mail, phone centers or whatever you are using and then further entice people to watch your program. Not only is this a call to action, but when you get people to respond to your direct mail piece AFTER they have seen what it is all about, you are almost certain of getting more interested people through the door. This of course leads to higher sales volume, which is the point of all this.

This is a highly simplified outline of a good plan. Think about it. Does this fit your overall plan? Is this something you can commit the time, energy and finances to? Please don't take this to mean that TV is for everyone, or that all of your advertising should be this way. This is meant to get you thinking.

So, who beside myself is up to the challenge?


Lisa Ann Schreier is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising, marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where she is known for her consumer insights and "back to basics" style of business. When she is not working, sharing insights with the best bartender on Disney property (you'll be famous soon!) or learning the hard way that the sun really is much stronger in Orlando than it ever was up north, she occasionally runs back to Chicago to catch up on the best radio station in the world and see some incredible concerts. Lisa can be reached at GRQ1@aol.com. Check out her business ad here.

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