The advent of digital computer marketing models made it cheaper and easier for businesses to target customers. It sometimes seems like television advertising is left only for the big brands with large budgets. However, there are still many advantages for a small business to produce commercials for television broadcast and capture its market share.
Mass Marketing For Maximum Impact
Television commercials are seen and heard by anyone tuned into the television channel at the time of airing. While many call this a shotgun approach, there is a strong branding message that happens when you have a good commercial seen by tens of thousands of people. You don’t need to advertise on the national platform, but instead keep to local markets where your products and services will benefit from strong brand recognition.
For example, a personal injury attorney advertising in his local market isn’t needed by everyone who sees his commercial. But when someone is searching for an injury attorney, his name may come up as a recommendation even if the family member or friend making the recommendation never used him.
Cable Targeting for Specific Demographics
Television has expanded, with cable markets that not only help target specific demographics but also help reduce the cost of commercial advertising. A local comic-book and gaming store might benefit from commercials on the tv network. Those who watch this channel are likely to be the ideal customers for the store. Some of the smaller networks have smaller audiences and thus are cheaper to advertise on. Doing research about your target market and the types of television shows they watch can help you cost effectively hit that group.
Fewer Small Businesses, More Airtime
Because everyone is advertising online, media outlets are desperate to sell more commercial packages. If you pay attention to TV commercials, you will see the same companies in the advertising rotation constantly. There are two reasons for this: The first is to enhance branding by constant advertising. The second is because packages are purchased to help sell more airtime for commercial buyers.
A smart business owner can research the stations and times he wants to advertise and then contact advertising distributors to see what packages are available. This means a business owner can gain a captive audience compared to competing against the noise in digital formats.
Cross-Promote on Digital Platforms
There is a secondary benefit to commercial advertising. The production value of a professional commercial is generally much higher than the commercial videos put together for digital media. This means you can use your television commercial in digital formats and likely stand out because the production value is higher than that of other online commercials. This increases the bang for your advertising buck – you can use two very strong platforms for marketing and sales.