Unlike my copywriting colleague, Ben Settle, I actually did respond to a Netflix ad.
That was a few years ago now.
At the time, they were doing a bunch of print advertising. Mostly blow-ins included with the grocery store flyers delivered by mail once a week.
Those little ads were brilliant. They demonstrated — in print form — how easy it was to use Netflix. Three steps: Sign up, add movies to your queue, get movies in the mail!
Seemed like a brilliant idea to me, so I signed up.
But Ben now reports that Netflix is running some pretty lame radio ads. I haven’t heard ‘em, but I believe it.
If I know anything about advertising, I bet the marketing execs just got bored of their own ads and decided they “just had to mix it up.” I can imagine the following exchange:
Ted: “You know, Bob, I think those 3-step ads have run their course.”
Bob: “Why?”
Ted: “I don’t know, I’m just so bored of them. Why don’t we do something cool… like a mock game show commercial? Now that’d be cool.”
This happens a lot. The advertising that built the company gets scrapped in favor of something “cool.”
Now, to their credit, Netflix is still running hardcore direct response banner ads on the Internet. The latest one I’ve seen uses the following headline:
Movies delivered 2 ways for only $8.99 a month.
I think that’s a pretty solid headline. And I bet it’s getting results (banner advertising is easily tracked).
Anyhow, the lesson here is simply this:
1. Always test your advertising.
2. Don’t attempt something “cool” or “clever” just because you get bored of your own ads.
3. And don’t resort to branding on radio commercials just because it’s a different medium. (Direct response ads work on radio, too.)
-Ryan M. Healy
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About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
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{ 10 comments }
Heck, I responded to one of the online DM adds… after my brother raved about Netflix. :-)
So, I guess that would be DM crossed with word of mouth. Still, I wouldn't have responded to a TV add, partly because I don't watch TV, but partly because I flip away from adds immediately on TV and radio… and even print/internet unless they catch me with a compelling headline. But that's because I find most branding ads to be pointless and boring… not necessarily in that order.
I agree with you and Ben. Netflix just needs to get to the point and put out their offer in their ads… which is a compelling offer instead of wasting money on stuff that misses the point.
Man, if the economy wants a rebound, intelligent (and cost effective) direct response ads that actually SELL something tied to a compelling offer would be a good place for most businesses to start…
“Repeat your winners. Scores of great advertisements have been discarded before they have begun to pay off. Readership can actually increase with repetition – up to five repetitions.”
From: http://www.infomarketingblog.com/ogilvy-mather-…
What neither of us mentioned today in our blogs is Netflix's REAL crime:
Not all their movies are available via streaming. (In fact, many of the best ones aren't.)
One must keep one's priorities straight, after all…
Great post… I agree with your point about not having to change the ad up to be “cool.” I wonder if it would be best to just leave the ads alone, or to move laterally to another ad, but keep them simple? Do ads have a “shelf life” in your experience?
You get bored with your ads long before the public – which changes constantly anyhow, as new prospects enter the market and old ones leave.. The trouble is, these fools don't measure and don't test.They just spend their “budgets”. Budget is a dangerous word.
That's one thing a lot of people don't realize. The streaming videos are fairly limited because the copyright holder of the movie has to agree to allow the movie to be streamed.
It's best to split-test ads when you make changes to them, whether they are small changes or big changes. Different ads have different “shelf lives” — from a couple months to 30+ years.
Excellent point about how the market is constantly refreshing itself with new prospects as old ones leave. Thanks for the comment, Drayton.
very effective and excellent article.
I must say their ad got me…Blockbuster charges about 5 bucks per movie now…
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