Advertising on TV can be a great way to reach lots of people, but we’ve also seen a lot of local businesses make big mistakes when running a campaign. Make sure you’re getting the most bang for your buck.
Make Sure It Aligns with Your Goal:
You’re going to reach a lot of people using television, which is why it is a good tactic when you want to make a lot of people aware of your business, product or promotion. If you’re trying to reach a very specific audience or wanting the viewer to take a specific action, it may not be the best tactic to use.
Don’t Buy on a “Per Spot” Basis:
Often time local businesses will buy a certain number of “spots”, aka number of times your ad is shown. Don’t do this! Make sure you are buying on reach and frequency. To really make an impact, you want your ad to reach at least 60% of your target audience at a minimum of 3 times over a four week time period. If you don’t have the budget to reach these standards, your dollars are probably better spent elsewhere.
Also, if you’re buying spots in a broad rotation, say Early Morning 6 am – 10 am, ask to see a spot log after the ads air. You mostly likely will see the majority of the ads running in the least watched time period. If you want to avoid this, you’ll have to buy spots in specific programs.
Broadcast versus Cable:
Broadcast usually has higher ratings (more people watching) than cable. However, cable gives you better ways to segment audiences. You can buy cable spots in the area your business is located, which can help significantly in cost and you’ll have less “waste”.
You versus Your Customer:
Just because you love Property Brothers doesn’t mean your target audience does too. Put your ads where your potential customers are watching not your favorite programs!
Wish you had more traffic, leads or sales? Then it is time we chatted. Book a introductory call with our team here!
