Nicolock and load: Direct-response ad a hit
By Z
That’s a wrap on the initial run of Nicolock Paving Stones and Retaining Walls’ first-ever direct-response television campaign, and indications are it was a bull’s-eye.
The 60-second spot ran for two weeks this early summer on Long Island cable systems and produced “significant response,” according to Mark Fuss, Nicolock’s vice president of sales and marketing.
The ad, produced by New Media Marketing and Communications Inc., highlighted Nicolock’s patented Paver-Shield technology and offered viewers free home-ideas catalogs and free home-design software, as well as access to Nicolock’s guide to easy financing and a list of qualified Nicolock installers. It also invited viewers to learn more about Nicolock’s lifetime warranty and to take advantage of a special rebate on installations.
(Yes, eagle-eyed viewer, the spot also featured New Media’s very own chief operating officer, Chris Graziose, playing a much-satisfied homeowner in his professional acting debut. To see Brando in action, click here.)
“The commercial was very effective,” Mr. Fuss said. “It conveyed our message clearly and hit all the right notes, and generated a lot of interest among viewers. We’re very happy with the way it played.”
While pleased with the direct-response ad’s success, Nicolock is not resting on its laurels. The Lindenhurst, NY-based company is currently engaged in a summer radio campaign and plans to debut a 30-second version of its TV spot this fall.
No word on whether Graz has signed on for the sequel.