TV Advertising

By: Phonicia Palmer

Advertising your business on cable TV is a smart choice both economically and for advertising effectiveness. However, for any marketing strategy to succeed, it must be paired not only with the right information but also with well-crafted content. There are two key points here. First, branding isn’t exclusive to multinational corporations. Second, the way you approach advertising must be executed properly; many small business owners overlook this, as the finer points of advertising are often not in their skill set.

Regarding your company’s branding, it can be achieved through cable advertising and your store’s signage. The goal of advertising is to ensure that potential customers think of your business first when they need your product or service. Be visible! Utilize the maximum outdoor signage allowed by local regulations and make it striking. Signs are costly, you may want to cut corners on other forms of advertising but not when it comes to expressing your brand through signage. People who pass by your company should have your company’s image firmly planted in their minds, which is highly cost-effective over time.

Another aspect of branding is how you utilize cable advertising. Do not let the cable company persuade you into a non-consistent rotating advertising schedule. Aim for the same time slot, on the same day, at the same hour consistently. Repetition is key to embedding your company in the minds of people. After all the saying goes, a person has to see what you have to offer about 7 to 10 times before they either realize they need it or want it.

The second part of your strategy is simple. Your content should not boast about your company’s achievements or even your products or services. People are influenced when you illustrate how their lives will be improved or affected by what your company offers. Focus on them, not on yourself.

This approach will differentiate you from other local businesses using cable advertising. Trust your instincts and learn from the successful practices of others.