subject: Advertising Mix - TV Ads Are Too Expensive! What Are My Options [print this page] Advertising Mix - TV Ads Are Too Expensive! What Are My Options
Advertising your small business today needs to get a better ROI than at any time in the past, so tracking your results needs to be instigated from the beginning of each advertising campaign. Without adequately tracking your results you will likely waste a lot of money and lose the business as well.
TV ads are expensive but get the better results by far if done right. They are less expensive in a smaller city, or with a smaller coverage area, which is certainly in any small businesses favour. But only if their small business is located in the coverage area. Sounds too obvious, but the number of times a sales rep will offer a bonus of having your TV ad shown in an adjoining area, in order to get a sign-up, is not always a bonus for your business.
Before considering any costs of the advertising you need to know exactly where your ads will be seen as well as what times they will be shown. There is no point in advertising your services or products to people hundreds of kilometres away or during the daytime when your target market is at work. Just because this is the cheapest time to air your ads they can become useless simply because they are highly unlikely to ever be seen by your targeted audience. If your targeted audience doesn't see your ads they are not likely to walk through your doors or visit your website.
Costs of showing your ads only to daytime viewers are considerably less but so is the number of viewers at these times. However, if this is the target market that suits you or your product then TV advertising will cost you less and reach a bigger audience.
If this is not the case, then of course if you have an internet presence where you can advertise your website over the TV and people can find you and request a physical product from there to be sent to them, or a digital product if you are advertising a digital service, TV advertising could benefit your business.
TV ads are expensive but they do reach a much broader audience. Before seriously considering advertising on TV you will need to get a breakdown from the sales rep of all the stations demographics and study it well. This will only benefit your business though if you already know your own customer demographics.
Knowing your own businesses clientele and knowing your customer demographics is essential no matter what method of advertising you consider doing. Without this foundational business knowledge you are most unlikely to succeed and stand a very high chance of becoming one of those failed small business statistics that litter the census bureau's books every year.
Knowing how to advertise a Small Business can be the difference between a successful and profitable marketing campaign or becoming just another statistic
