If you’re like me, you’re want your marketing efforts to produce the most fruit as possible. For most businesses, that translates to people in the door. Easy as it sounds, actually getting crowds of people to your door is a little trickier, especially if you are wanting wider exposure than what traditional print marketing campaigns can offer. Yes, I speak of the holy grail of marketing, the television spot.
Many marketers spend an inordinate amount of time crafting the perfect message. It’s only natural that we want our carefully crafted message to reach the maximum amount of people as possible. With television, those goals finally seem attainable. The only problem is money.
Depending on your market, television station and current events, tv ads can range from a hundred dollars for a 0:30 second spot, all the way up to $600 and beyond. It’s usually at this point that most smaller churches begin to get spooked. After all, three hundred dollars for a 0:30 second commercial is fairly intimidating, money wise. You may be inclined to cut your losses and simply air your commercial a couple times to see what happens.
In actuality, though it may feel exciting to see your business’s ad on the local network, your actual Return On Investment for a short run of tv spots will be fairly nonexistent. Want to know why? Because in the busy age that we live in, people are just plain busy. Just because someone says they watch the 5:00 news doesn’t mean they watch it everyday. Your clever little commercial that could ended up reaching a small percentage of the market, simply because people are busy.
I recently sat down with a local stations ad rep. We talked about our new ad campaign, our goals and how we wanted to achieve them. Near the end of our discussion, the local rep pulled out a graph representing the percentage of the market we could potentially reach. The most interesting thing was that if you stayed the course and kept your ad airing during a particular time slot on a daily basis, as time progressed more and more people ended up seeing it. Over the course of 6 months, over 60% of the local marketing would actually see your ad. Depending on your population, that could mean MILLIONS of people exposed to your business.
Over the course of time, people will eventually see your ad. Maybe they didn’t watch the 5:00 news one month because work kept them late. Eventually though they will get a day off, sit in-front of that TV, and see your carefully crafted message.
If you can afford it, don’t settle for a flash in the pan marketing campaign. Stick with a time slot, stay the course and watch your exposure go through the roof.