Wednesday, April 23, 2014
This type of executional framework is where a customer is presented in an ad speaking about his/her experience with the product. We've all asked family and friends, or even someone next to us in the shopping aisle, about a product we're considering buying. If we get a positive review it's basically word-of-mouth advertising and brands have tapped into this common experience by creating testimonial ads.
The testimonial may come from an actual customer or a participant in a focus group and there is a credibility that comes with hearing from someone who has used the product giving their personal opinion. This type of ad can work for just about any type of product or service. Services like exercise/weight-loss programs are well known for this:
When you're promoting a service, or just a product like a DVD where the value is not in the physical item, a testimonial type ad is a very effective way to go.
So do you like ads like this? Would you go out and shop on the advice from a testimonial ad? I have to say I'm pretty sold on the 28 Day Challenge DVD.
PS. Check out Kimberly's post from last week featuring a very clever testimonial ad.
Testimonials, especially for weight loss products really help encourage participation; these ads really would boost sales as people now have a someone or someones to look to and see them evolve and change and ultimately inspire them (customers) to do the same.
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