Business Coach

Generally speaking as a business coach I can confidently say that Advertising is the greatest dumping ground for cash in nearly all businesses I come across. In saying this the organisations, regardless of size, that work their communication strategy with clarity and a defined budget and, hence an understanding of when they’re making money for their advertising dollar, are the ones that are growing strategically and profitably.

Let me explain perceivably one of the most expensive or highest returning strategies in Television Advertising.

Usually best suited for products with mass appeal and high distribution.  Because the ad will be seen by people from a diverse geographical area, it needs to be available widely, or accessible by most.  Try and add a direct response element, to make it measurable.  Image building TV ads are not for small business – make yours sell.  Consider carefully before going into TV, but don’t automatically rule yourself out.  Look at it from a financial perspective – how many sales will you generate for your investment.

In some markets your commercial will be competing with up to 4 other stations, pay TV and videos. You need to find out which demographics watch which stations and at which time. If you don’t have this information then your commercial will fail regardless of how good it is.

Most television stations will be able to make the commercial for you. However, the majority of these stations won’t employ experienced copywriters so you can’t expect them to design an effective commercial for you. You need to place your commercials in certain time slots. Don’t just buy the cheapest package they offer you, and don’t allow them to place the commercials ‘run of station’. ‘Run of station’ is where the station itself decides when your commercials will go to air, not you. You need to specify the times that you want the commercials to run.

The key to marketing is knowing the maths, knowing the ROI.

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Tags: advertising, commercial, TV Ads, TV stations