Boost sales with a tv commercial
Editor’s note: This excerpt was extracted from Guerrilla Marketing in thirty days from Entrepreneur Press. Buy it here now.
This just in: Your prospects and customers are tuned in to the broadcast world. With TV sets in a lot more than 99 percent of our homes, your marketplace is reachable by the airwaves.
Joe Marble, an agent in Minneapolis, had a lifelong love for and link with the Minnesota Twins. He made an agreement with the Twins to shoot his cable television commercial of their stadium, the Metrodome, as the team took batting practice. Joe assembled his friends and family to pose as real fans watching the overall game behind him. When he yelled "Action," it had been like he was sitting on the field throughout a live game speaking with his audience. The effect on his small company was astounding. It gave him a whole lot of recognition and lots of listings for his real estate industry. He measured the results and finished up realizing that he used to dispose of profit magazine ads that reached 30,000 homes with little if any results. His commercials were seen by 170,000 people at $25 per spot, making the exposure and dollar per exposure much cheaper and far better. Joe Marble has found the advantage of TV advertising.
Many businesses and organizations don’t consider advertising on TV because they think it’s very costly. While this may be true to promote on prime time network television or one per year Super-Bowl commercials, there are other affordable on-air alternatives and ways of consider.
Mention television, and immediately people think big-company advertising. With the growth of cable and regional TV, however, your small business can reap the benefits of advertising, similar to the big guys. Look how cable stations have popped up everywhere in the last few years. Each one of these channels need advertising revenue to stay on the air. Due to the increased competitiveness in this arena, many stations are providing very reasonable rate packages, within easy grab smaller businesses and organizations.
TV advertising is powerful. Used incorrectly, this power becomes negative power. A bad ad may cause you to reduce customers. A bad plan or execution of the program will cause you to reduce money. An excellent ad executed well can lead to many celebrations payed for by the newly found profits.
People focus on marketing in the next order: graphics, headlines, bullets and text. Television uses headlines, too. You merely have a couple of seconds to seize a viewer’s attention. The headline should be the strong opening to a straightforward and clear message that stresses benefits. This all needs to be done visually. Show instead of tell, also keep in mind that proactive approach. Television has made the word "Call today!" an extremely popular proactive approach in every advertising. TV advertising is only using headlines and marketing messages while adding on TV graphics and visuals. That’s what skyrocketed MTV to success. They added visuals to songs. Your marketing message is your song. The dancing video represents the graphics that tell your story.
Read each type of your print ad, and think about a graphic that portrays that message. Another way is to tell your story with pictures. That’s what TV programming and advertising is about.
Television is an ideal medium for introducing a fresh product or showing a comparison. It’s a visual advertising medium. A sensible way to test an effective ad is to see when you can tell what’s being advertised with the sound rejected. The script is a support to the visuals. You have an excellent script when you can close your eyes and tell what service or product has been advertised. Utilizing both will effectively hit your target with this weapon of mass marketing.
Because TV advertising is indeed visual, viewers will remember more how they felt watching the ad than every detail of the ad. You want them to feel great, but also feel informed, persuaded and motivated enough to purchase your service or product.
Talking to a clear message to your market is type in any advertising but especially television. For example, women purchase 60 to 70 percent of legal services for accident injuries. TV advertising in cases like this has to speak right to a lady audience with an extremely clear message. Typically, this message ought to be relationship-oriented and communicate a higher degree of trust. They are elements this market wants and which will lead them to buy these services when needed.
The main element to TV advertising is repetition. No real surprise here. It’s much like all the advertising, whether print or on-air. Direct mail requires frequency aswell, but sometimes with several different mailers in a campaign. Only 1 TV ad is necessary because repetition wins out over more ads. Doing multiple is a waste of your hard-earned marketing dollars.
Products, services and businesses gain instant credibility if indeed they advertise on television. "As seen on TV" puts you in the big leagues in the eyes of your prospects and customers. This might or may possibly not be big league enough to create big league profits, but big league credibility will be there.
A TV market will call you in the event that you tell them everything you do, what’s in it for them, and how they are able to reach you easily. They’ll also wish to know your location as well as your toll-free phone number assuming you have one. If your commercial is memorable enough, the viewer may refer others because of your ad.
TV advertising could be expensive. Be sure to measure the ad budget had a need to generate your expected profit level. Return on TV ads devote some time. Factor that into your budget. Enough time necessary to break even in TV advertising could be longer when compared to a year. TV ad people might not tell you that if they’re searching for a quick-hit sales commission.
TV advertising works, must not be intimidating, and may be just what the physician ordered for marketing your services and products. Heed caution in this arena. You do not want to get rid of up with a little (or no) fortune from a big fortune due to TV advertising that’s done wrong or that’s very costly.
Look at all of the cable TV stations which have emerged in the last many years. Tune into your satellite dish, and the decision of channels is virtually endless. These stations are supported by advertising exactly like network TV stations. With the increased number of TV stations, cable television advertising has turned into a lot less costly than traditional TV advertising, rendering it affordable for marketers. Just ask Joe Marble, whose exemplory case of success led off this article. Exactly what will your success story be?