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
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Klaviyo
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