The 6 Rules of TV Advertising for Small Businesses. Target the right audience. Local advertisers are best served when there is a robust complement of multiple local cable operators from which to select. Use digital to complement a TV campaign. The horror stories of lapses in social media messaging are legion. Ask social media marketers tough questions about how best to protect your business’s brand. Social media should be seen as a piece of your overall marketing campaign, though not the centerpiece of it, and it needs to be monitored. Whether you realize it or not, your own customer data file -- however large or small -- is a critical asset in building an effective ad campaign. This data can be cross-referenced with census data to define the demographic profiles of prospective customers. Digital advertising’s strengths include geo-fencing, re-targeting, reaching a highly engaged audience and the ability to measure ROI.
With exciting opportunities opening up at a dizzying pace, businesses are sometimes uncertain how best to maximize their local TV advertising. The essence of advertising still rings true: Advertising is about branding — and converting viewers into paying customers. Here are my basic rules any buyer needs to know about today’s video advertising landscape:
1. Target the right audience.
The American marketing pioneer John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Most successful advertisers have a fairly strong sense of their audiences but until recent years have not had sophisticated tools enabling them to reach customer prospects via specific demographic, psychographic and “behavior-graphic” targeting. Advancements in digital targeting have been well-documented; you may be less familiar with the latest audience-targeting innovations in TV targeting enabled by the combination of the latest set-top box and consumer data.
2. Know your options.
Local advertisers are best served when there is a robust complement of multiple local cable operators from which to select. In such a marketplace, advertising rates and placements are driven by local competition. The less competition, the higher the cost. The good news is that there may be more options available than many people realize.
3. Use digital to complement a TV campaign.
Practically every study we’ve seen about cross-platform video campaigns reveals this: Marketers who invest in multiple media outlets enhance the effectiveness of their advertising. Earlier this year, for example, the Interactive Advertising Bureau cited a new auto model campaign for which a combination of desktop, mobile web and…
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