Web TV
Ken Schafer of OneDegree has forwarded all of his contributors the SearsWebTV site to comment on.Personally, I love it.
I still find their fashion sense way off, but when it comes to appliances and electronics, they hooked me. The spots reminded me of my beloved Canadian Tire ads...the only ads that I think work. This is not only because I've run out and bought 3 of the featured products in the past 2 years (but I have), but these spots have the effect of 'product attachment recall' rather than just brand recall.
For instance: sitting with a large, mixed group of urban and suburban dwellers, I mention that Ken (my partner) and I just bought the Motomaster multi-tool and are eager to use it (which we still haven't). A voice from the far end of the table pipes up:
"You bought that?!" She screaches, "I want that! Is it great? I can think of a million things I could do with that around the house!"
Almost everyone at the table, whether TV buffs or not, recalled the product AND the brand and expressed at least a small desire to own the product. Those that were only partially moved discussed the windsheild blades that were currently featured (we bought those as well - those we use and are fantastic). The conversation moves to great stuff people have purchased at Canadian Tire - with a few horror stories of the automotive department.
So, I'm watching the Sears WebTV spot on the HE4T Washer and Dryer and I start drooling...the same drooling I experienced when I watched that Canadian Tire spot on the Motomaster tool (which I can't recall the model, but we bought, so what the hey). We rent. We don't even own our house and I'm salivating over the various settings and the fact that they come in orange (my favourite colour). Geez, they even dry running shoes on their removable dryer rack! What I could do with a pair of machines like that! (I don't know, really, but I'm excited to try)
So, in short, the spots could work...as long as they don't overdo the placement of them (i.e. irritate the hell out of Sears.ca visitors). They could incorporate them into the experience of customers who have established their needs (i.e. people looking at washers could see the spot or women looking for blazers could click to see the spot). I also suggested that they allow for customer comments and feedback. Imagine watching the spot and having questions like, "What are the measurements?" and "Is there free delivery?" as well as "My sister has a pair of these and they are amazing!" or "The white colour stains". Adding the level of interactivity would really enhance the spots and bring them into the online forum.
Kudos for Sears.ca for being brave (once again...you should see their travel centre...very impressive...they've incorporated a payment plan for vacations online)!
1 Comments:
What happened to SearsWebTV? The site now features ads for dogs - not related to sears. Does anyone know why it died?
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