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Let's Talk TV

Guest post by: Terri Levine

Article Overview: TV Advertising is a massive investment which most businesses cannot afford. So should you venture down this path?

Let's Talk TV

TV advertising certainly is effective. However, I have worked with many clients who have used television to find it to be a poor return on investment. If your product or service can't be sold in

the span of a few short seconds, then television is probably not the way to go. Design a 30-second commercial and tape record it, or script it out on paper, and see whether or not you can get your point across in 30 seconds.

One of the problems I've seen with television advertising is that it's shown to the wrong target

Market, or it's not shown frequently enough to get someone to take action, or it really doesn't catch attention and call you into action. One of my clients designed a brilliant ad to try and attract potential network marketers. The ad began with a rat in a wheel and talked about being tired of the rat race. While the ad captured some interest, it was unclear what product or service specifically was being sold. Therefore, the ad did not pull a great return on investment, yet was extremely costly. I have placed ads on television for several service businesses which I have owned or managed. I have not had great success with these ads mostly because I was unable to run them for long periods of time due to cost. However today, with the variety of cable companies, you are probably in a position to negotiate good frequency and a high quality ad for reasonable cost. Until you have tested less expensive advertising such as classified ads, display ads and radio, my personal preference is to hold off on television. It's far better to try and get free time being interviewed on a local TV station.

One of my clients who is an image coach, pitched her business to the media and was able to get interviewed on the evening news which later was replayed on the 11:00 PM news. This gained her free advertising, lots of credibility, several phone calls, and ultimately an engagement with a small business leader. I always go for free advertising and recommend you do the same before you spend money on television. What's your story and who can you pitch it to? Who's your target audience and what do they want to hear about?

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Article Tags: advertising, business, marketing, TV advertising, TV marketing



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