vast majority of businesses are SMALL and LOCAL. So we'll talk mostly
about TV marketing options available locally, on small budgets. These
options can be useful to large businesses too - since they need local impact
like everyone else.
is the affordable solution. Cable reaches, on average, six
out of every ten homes. Popular channels like CNN, Discovery, TNT,
Lifetime, ESPN, MTV, or the USA Network, still show increasing ratings.
In fact, Cable-TV has now more viewers than the old "big networks" combined.
of the basic cable channels have advertising slots available to LOCAL cable
companies. These local slots are sold very cheap - often for the
price of newspaper classified ads. True, a business should repeat
an advertisement at least two or three times per day, for a period of two
or three months, to create a major impact. But this is still quite
bottom line? For what you would spend on a single 1-page display
in a metropolitan newspaper, you can place hundreds of TV ads on
your local turf! During evening hours, in an average cable area,
each spot is seen by several thousand people. (That's assuming a
modest 1% rating. Imagine the cumulative impact over a three month
you no longer need millions of dollars to advertise on major TV channels.
- how about producing your commercials? This is what our company,
Special Interest Television, can do for you.
Quality" is no longer expensive. If fact, even some of
the digital cameras made for home use give a better picture than professional
TV cameras of a few years ago. So the technology is no longer a problem
- everybody has it.
is still a BIG problem out there, however, is the knowledge on how to create
great TV messages. Inexpensive technology lowered the barriers to
entry, opening the gates to lots of amateurs. When you can "do broadcast"
with a two thousand dollar camera, on tape that costs five bucks per hour,
it's easy to become careless. True professionals, who work on film
productions as well, are trained to give meaning to every second in a TV
commercial. (Film productions are still very expensive, not
necessarily for technical reasons. The average commercial done
on film, for national broadcast, costs tens of times more than a decent
ad for local TV. Price tags of 100-150 grant for 30 seconds
are common, and half a million dollar budgets are not unheard of).
solution is to use the affordable digital video technology - while borrowing
some of the procedures from film productions. The mark of professionalism
is easy to recognize - by the way a commercial is prepared. There
is no place for improvisation. Another imperative is to hire some
decent talent. Most people base their buying decisions on emotional
factors - so the artistic values are very important.
sum up, a local TV campaign has two main aspects: the production
of your commercial and the distribution. One needs to consider
the distribution first, to see what alternatives are available locally
and whether they make sense for a particular business situation.
more details, go to the top of this page and click the
red tabs on the right.