Strategies for Success

Once a small business realizes that television advertising can dramatically improve their sales, they usually begin by calling up their local station and inquiring about production and ad time packages. As I've mentioned in earlier blog posts, local stations have a tendency to ask for a long term commitment and will usually produce the commercial for you - either for very cheap, or even for free. Unfortunately, these types of ads usually look something like these:

Both of these commercials tried to invoke an emotion. The pizza ad tried to be humorous, while the sleep ad tried to instill fear. Both of these commercials failed at their attempts because of the execution. Although being bizarre and humorous can often help people remember advertisements -  people should recall the commercial positively. If people associate your brand with incompetence then you will find it hard to attract customers to your business. Local television ads do not have to look like they were made by a 3rd grader (no offense to the 3rd graders that are reading this blog). Low budget TV ads can be produced professionally. At Tonangi Media one of most popular video production packages is our Bronze media package, simply because of the cost. For only $1,000 a small business can have a professional TV commercial that will be targeted to the appropriate demographic. Any good advertising agency will review your competitor's marketing strategy. By understanding your competitors, your target customer, and your product, a highly customized television ad with a professional voice over can be produced for a relatively low cost.

Or, you could take your chances with an unreliable advertising agency and hope your ad doesn't turn out like these:

A television commercial is not only used to get your name out to the public - it is also used to have people associate your commercial with your brand. When people associate a poorly produced commercial with a brand they typically stay away from the company. Just having your brand name out there for the public to see is not enough. A message with an emotion must be conveyed to your audience. It is not enough for the commercial to be compelling to watch, it also has to convince people to purchase from you rather then your competitors. Even if your commercial states that you are cheaper, more convenient, or trustworthy no one will believe you if your commercial does not reveal some sense of professionalism. When it comes to television advertising just remember you definitely get what you pay for. Don't fall for the free production that many local stations will try to persuade you with. They know their productions are not good enough for your needs, which is why they offer them for free. Of course, you will usually have to commit to a year of advertising - something that is not necessary with advertising agencies, like Tonangi Media.

 For more information on how Tonangi Media can help you advertise on television visit www.tonangi.com

Vinod Tonangi | www.tonangi.com | toll free: 877.817.MEDIA | fax: 619.566.4043

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