BY: Judy Walz, SVP Marketing and Planning
Many of you have asked the burning question: Are the people shown in VyStar’s television commercials real VyStar members, or are they actors? Yes, they are all real members. And you might be surprised to learn how the stars in our commercials are actually discovered.
We set up cameras and a TV crew in a particular VyStar branch for the day. Members walk into the branch unaware that we are filming a commercial—until they see our cameras and crew. There are no scripts or any preparation on their part. Don Halleck, our Vice President of Advertising and Public Relations, coordinates the shoots with our advertising agency, RFR. We just ask questions and listen to what our members have to say. You might think it would be difficult to get unsuspecting people to talk on camera about VyStar, but it’s not. Often, we have more than 40 members interviewed in one day, and we wish we could use them all!
Terry West, our former President/CEO, was our spokesman in many of our television commercials. It’s great to have a leader who is willing to be in our commercials and truly portray his leadership. We hear so many good things about his appearances; we should probably do more of them!
Not too long ago, we had our commercials tested by a national media research firm (Magid Advertising Performance (MAP) Research January 2014) to see how well they were being received by the viewing public. We were very pleased to find out that the overall consumer reaction to the VyStar ads tested were among the highest the media research firm had seen, thanks in large part to our members and their willingness to share their personal experiences about VyStar.
As with everything we do, we want to be transparent to our members and never forget that it is your money.