TV is too expensive... Or is it?

It used to be, and to some extent still is, the thought that advertising on television is far too expensive for locally-owned businesses. If we're talking about buying a national footprint or the Superbowl, then yes, TV is definitely out of the budget for most local businesses. However, just like any form of advertising, you have to have a goal in mind and a target audience or customer to broadcast your message to.

It all starts with the medium that you use to convey your message. Are you having a holiday sale or launching a new product? Maybe you're opening a new location or just want people to know that you are open for business and provide great service. While the end goal for all of these business initiatives is to drive more customers to your business, they don't all necessarily command the same share of marketing dollars or strategy. Take the picture above, for example, balloons are one of the most clever and cheap ways to make your business stand out during a special event and attract eyeballs that may have overlooked your business in the past. For a grand opening or special sale, they are great. Should they be used year-round or utilized as the sole form of marketing? NO.

Okay, so how can TV be affordable for me?

This takes us back to the medium. When people watch TV, they are expecting to see advertisements. Whether it be for the national toothpaste brand or the local automotive dealer - we have been conditioned to expect advertising messages from any number of businesses and industries. Enter the 21st century and big data. Thanks to big data, we now have the ability to track what people watch, when they watch, and how they watch. Remember all those browser cookie agreements you click 'yes' to on nearly every website you visit? Those are used to feed you relevant advertisements. Bet you didn't know you could use that data to reach your customers on a local level. (if you did, collect your cookie at the prize counter) By utilizing data to create marketing and advertising strategies, you (local business owner) can stop pulling your hair out, trying to figure out how to draw in new customers while staying ahead of the competition.

Okay. Now how do I do it?

You start by establishing a clear picture of who your ideal clientele is or whom you would like it to be. Then you paint a picture of where they come from. More often than not, your customers are drawn from a 3-20 mile radius of your business, we'll refer to this as your backyard. Next, you have to determine what you want to say to your customers. What action do you want them to take from seeing your commercial? Are they making an appointment, coming in for a test drive or learning about an upcoming sale? All of this will determine what kind of budget you will need to reach your ideal customer. Protip: it's less than you think when you eliminate waste and target your ideal customers in YOUR BACKYARD.

(TAKE AWAY) What this means for you:

• Keep advertising dollars local - increasing community presence, promote local business growth
• Set yourself apart from the competition - You're on TV while the competitor is still sending out direct mail (more on this topic to come)
• Establish clear goals and expectations for your business - New business = more revenue = second location, employee pay increase, more service trucks, etc.

If you liked this post and want to learn more about how you can own your backyard, send me a message and reach out. I have worked with businesses of all shapes and sizes and love learning about the specific goals of all businesses.

More to come in this space - stay tuned!