Broadcast Media and You. If you listen to the radio, you’ve probably heard the radio announcers talking about how effective and inexpensive radio air time can be. And, if you haven’t been living in a cave for the past 50 years, you know that television reaches a huge market. This is the world of broadcast media, and it’s easier to start advertising here than you might think.
Quality Production.Before you decide to just leap out there and start broadcasting ads for your business, you really need to consider the benefits of high quality professional production. This applies to both radio and television (as well as online video, but that’s another topic). You want your message to be clear and professionally presented. The cost of professional recording and videography, voice-over talent, graphics and editing will make the difference between forgettable and memorable.
You Get What You Pay For. Some local television stations may offer to produce a commercial for you at a highly discounted (or even free) rate if you agree to advertise on their station. Don’t do it! The quality of these commercials is usually very poor compared to those that are professionally produced. A poorly produced commercial can have a highly detrimental effect on your television advertising campaign’s effectiveness and may leave viewers with the idea that your company is cheap, cheesy, and out of touch.
Strengthen Your Brand! How many times have you watched a TV commercial and thought to yourself, “that was a really neat ad, it connected with me, it entertained me, it was very powerful… but I don’t have any idea what brand or product they were trying to sell”. Okay, it may only be us who think that way. But, it happens a lot! Be sure that your advertisements leave your audience KNOWING what your brand is and what you’re trying to sell.
Website Traffic and Sales. Just like with print advertising, one of the primary goals of broadcast advertising should be to direct people to your website for more information and to make the sale. The “call now” message of decades past is being supplemented and almost replaced with a “visit our website now” message. Be sure to include your website address in all of your advertising.
Where do you begin? First, you need to examine your industry and your market to determine who your target audience is, and learn where and when to best reach them. We can help you answer all of these questions with our Off-Line Brand Analysis report.
