When looking at how to advertise your business on TV, the appeal is obvious. Putting your business front and center in the homes of your customers is a great way to build your brand power.
TV spots have long been a mainstay of businesses, both large and small. TV spots are seen as generally quite effective and engaging. Plus, with the advent of modern smartphone technology, TV can go anywhere. Some business owners prefer TV ads over radio or online ads because of their unique qualities.
Learning how to advertise your business on TV can seem too difficult for newcomers. However, nothing could be further from the truth. TV ads are actually simpler, easier, and (in many cases) more affordable than ever before. There have never been so few barriers to putting your business on your customers’ TV screens across thousands of homes. In this article, we will walk you through the basic steps in the process. By the end, you will have a solid idea on how to advertise your business on TV and what to do next. Ready to show your business on the screen? Action!
Why Advertise Your Business on TV?
There are a number of reasons you should learn how to advertise your business on TV. TV ads have unique benefits not offered by other forms of marketing. While it is true that TV ads are costlier than other options, that does not mean they are outside your reach. In fact, there are many ways to get financing for TV spots to make it even easier to reach customers. And if the cost is really a big deterrent, there are ways to advertise your business for free until your budget grows some more.
If you are ready to consider the world of TV advertising, however, it helps to know some of the unique benefits it brings.
1. Reach a Wider Audience
One of the best benefits of TV advertising is building up a wider audience. You can easily reach large numbers of people throughout various parts of the day. TV is the most common leisure activity in the United States. The average American watches five hours of television daily. Compare this to an average of 3.3 hours of daily smartphone use, and the power of TV becomes obvious. Studies also indicate that TV ads can be far more effective than digital or social media advertisements. In fact, TV ads can be up to 40 percent more effective than other ads. Think of the extra brand power that that kind of improvement could bring to your company.
Compared to radio, TV audiences are less segmented and more diverse. They are also larger because. Think that radio stations usually operate locally, while TV networks operate locally as well as nationally. TV can also be more appealing because of its pervasiveness. Who has not had a conversation over dinner about a funny or interesting TV commercial? A perfect example of TV’s advertising power is the annual Super Bowl ads that receive international attention. Even with the advent of the Internet and social media, people still watch TV and engage with its content.
2. Target Audiences More Deliberately
One of the most important aspects of learning how to advertise your business is figuring out ways to engage relevant audiences. An advantage of TV advertising is that it lets you do just that. Your TV ads can encourage people to look into your company and follow you on social media. You can also run ads at certain times to better reach certain segments of your audience. Different segments of the station’s audience are paying more attention during these times, so targeting appropriately can be truly powerful. To sum up, advertising with local TV stations lets you have the flexibility to shape your ad campaign to your audience’s viewing habits.
Also, you can build brand awareness much larger, and often more quickly, using TV ads that convince customers to engage with your business online. Plugging your social media presence or advertising your rewards for social media followers can be paramount. Have in mind that more and more people watch TV while browsing social media on their smartphones. Well-placed ads can be extraordinarily powerful in creating word-of-mouth movement and digital buzz about your products. People are also more likely to search for your product if you tell them where to go online (your website or social media channels) at the end of your commercial.
3. Gain a Captive Audience
TV is far more effective at catching viewers’ attention than other mediums like radio or even social media ads. You know the saying: an image is worth a thousand words. Additionally, no other business is crowding you out for advertising space. When your commercial is on TV, nothing else will be displayed. Your business has a complete hold on that airtime. This is totally different from newspapers, magazines, and other periodicals, where ads are small and scattered throughout the other ads or articles.
Radio listeners often switch stations far more frequently than TV viewers, meaning your ads are easier to miss or skip. Also, have in mind that when you listen to the radio, you are usually doing other activities simultaneously, so you may not pay attention to what is being broadcast. This does not happen with television, where all your interest is focused on the screen.
4. TV Ads Are More Trustworthy
Because they cost more, take more effort, and usually look more professional, TV ads are often seen as more trustworthy than other types of ads. People experience television as a sophisticated medium and tend to rely on it for information. This is true even in the age of the Internet. While the Internet has real advertising power, people tend to scroll past social media ads or skip digital video ads when they can. However, the vast majority of people cannot or do not skip commercials when watching TV.
Using both audio and visual stimuli is also more powerful than using one or the other alone. TV ads have the capacity to be far more interesting and exciting than other forms of advertisements. In a TV ad, you can easily showcase your products and services or explain the benefits of patronizing your company. You can be assured that most viewers are sitting in front of their TV with most or all of their attention on your ad.
How to Advertise Your Business on TV – 3 Simple Steps
Before producing your video comes “pre-production,” where you prepare your materials. Start by sketching your ad concept on paper. This is often called storyboarding. Just create some rough sketches of how you imagine different scenes in your commercial. Visualizing scenes before you start filming saves a lot of time and money. You don’t need to be an artist: if you hand a storyboard, even a rough one, to a production company, they will have a much better idea of what you want. This goes for writing a script, too. Even if you don’t have writing abilities, try to write a rough draft of what your commercial will say.
Next comes production or filming. Most companies opt to hire production companies to film commercials for them. TV stations can guard their commercial quality, so they may not accept productions you make yourself. Make sure to find out your station’s conditions before you start filming, though a skilled production company will know, too. There’s also an alternative to hiring a production company: Sometimes, local stations will produce your commercial for you for a fee.
Then comes the post-production phase, where the commercial is edited to look and sound its best. Once this is done, you can buy some airtime with the station you want to work with. Production companies and other service providers can also be used to buy airtime.
How Much Will It Cost?
Generally, local TV spots cost anywhere from $5 to just under $40 per 1,000 viewers. National ads tend to average around $115,000 for every 30 seconds. Many factors contribute to TV ad costs, including:
- Your area
- Length of airtime
- The intended audience
- Time of day
- Age of viewers
- Which show your commercial plays during
- Which network you pick
- Whether you pick cable or broadcast
- Whether the show is live (ads during sports games cost more)
- Time of year
- How many ad spots are open
There are a number of options for lowering costs, such as:
- Hiring a reputable agent to represent you to TV networks
- Adequately preparing during pre-production
- Selecting only the audience you want
- Advertising outside the holiday rush when ads are more expensive
- Buying airtime during the cheapest time of day
Depending on the size and details of your TV ad campaign, it can take significant funding. Make sure you have the financing you need before starting the process. At Camino Financial, our motto is, “No business left behind”: we offer numerous tools and resources for small businesses like yours, including the financing you need to grow your company.
Our core mission of helping small businesses thrive is what keeps us going! Looking for more advertising ideas? We invite to keep reading: