SE3 EP64: How to Use TV Advertising To Sell Physical Products w/ Scott MacDonell

2X eCommerce Podcast

Content provided by Kunle Campbell. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kunle Campbell or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

6y ago 41:01

MP3•Episode home

Archived series ("Inactive feed" status)

When? This feed was archived on July 11, 2018 01:00 (6y ago). Last successful fetch was on June 14, 2019 00:20 (5+ y ago)

Why? Inactive feed status. Our servers were unable to retrieve a valid podcast feed for a sustained period.

What now? You might be able to find a more up-to-date version using the search function. This series will no longer be checked for updates. If you believe this to be in error, please check if the publisher's feed link below is valid and contact support to request the feed be restored or if you have any other concerns about this.

Scott MacDonell launched television advertising for LegalZoom.com and scaled it to almost $20 million in spend annually. He wrote the first Wix.com TV ad is currently working a new campaign for a very large hardware and software enterprise company. His biggest success was with LegalZoom. It made an immediate and lasting impact on their media mix, ROI, and brand awareness. On this episode, Scott takes us through,

The key reasons the LegalZoom.com TV ad campaign turned out to a success
How they started out with radio advertising
How to use hosts to read the ads and speak about your company conversationally
Getting out a promo
The importance of selling a mass market appeal product on TV in order increase your chances of success
Attribution to TV - life in brand search, direct search, toll free number, coupon code and
Media mix monitoring

The Direct Response Ad Structure:

Find a Problem - could be
What is the Solution
Why should we believe the Solution - Social Proof
Why you should act on it today! urgency ACT

-----------

SPONSORS:

This episode is brought to you by:

Klaviyo

Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs. Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on www.klaviyo.com.

220 episodes