Associated Tax Debuts on TV
I’ve worked with Associated Tax for probably twenty years–starting back in my days as a sales rep at KFAB Radio in Omaha. It was an honor when they came with me when I started my marketing agency. Besides building a website for the client six years ago the tax preparer’s advertising has exclusively been on Radio. That was until this year when they let a TV rep talk to them and became intrigued at the idea of using this medium. We had discussed TV before but always settled back to Radio. While I would not have suggested it, I was open to them promoting their services on Television if the ad frequency was sufficient for the budget
The big challenge was how to present Associated Tax visually. Associated Tax is a local company that does quite well, but could never come close to the spending level of H&R Block, Jackson-Hewitt or Turbo Tax–even in producing a slick power TV ad. I already saw ads in January of the H&R Block CEO on an aircraft carrier with forklifts taking pallets of money to the edge and tossing them to the water. Associated Tax could never come close to that high-budget ad production. But wait… we’re in a mid-size Midwest market where people still believe in each other. Associated Tax is made of local folks who not only worked at that same tax service for years–even decades–they’ve touched thousands of people along the way who loyally return to them each season.
Thanks to the creative input and hard work of the owners we came up with a concept of showcasing both devoted employees and customers. We shot the ad over four hours one weekday afternoon primarily at the largest Associated Tax office and as well as a couple of other business locations in Omaha. There was a great level of enthusiasm to make Associated Tax look its best. Besides “thank you’s” from customers we had the two owners voice over the rest of the commercial presenting those intangible benefits of trusting your taxes to Associated Tax. Call it home town, a little corny or whatever… the commercial came together and makes a great selling presentation to perspective customers.
The only questionable scene in the 30-second TV commercial is yours truly appearing in the fourth scene looking like a customer making an intelligent tax-oriented explanation. Unfortunately the owners of Associated Tax know me too well to be tax-knowledgeable customer. Hopefully viewers will still get good vibes and call Associated Tax for an appointment.
Thanks to Mickey Seiler, producer at KPTM-TV for a great job at the shoots and in the edit.