HELPING LOCAL BUSINESS OPTIMIZE ADVERTISING DOLLARS

BUYING BROADCAST TV ADVERTISING

 

WIN Media knows the public perception is that television is not the powerhouse advertising medium it used to be.

Previously, you could throw TV ads on the schedule and know you were reaching millions of people. These days, it's a very different story.

Here are the three major problems facing you if you choose to create TV advertising:

  1. Ad-Skipping Technology
    There are DVRs that fast-allow viewers to fast-forward through the ads. There are set-top boxes that skip ads altogether. Even if you pay a premium price for a primetime spot, you can no longer guarantee viewership.
     

  1. Many Consumer Distractions
    The advent of the smartphone, tablets, picture-in-picture TVs, VR gaming and HD consoles, and a litany of other distractions, make it very difficult to keep eyeballs on the TV set during an ad break. Your ad may well be playing in millions of homes, but only 1% of households are actually watching it.
     

  2. Advertising Burn Out
    People are just done with advertising in general. They are constantly being bombarded with ads on every device they own. Do you want to be adding to that mix? Are you happy piling on to their misery?
     

Does this mean TV should no longer be part of your marketing mix? Of course not. It should, however, be thought of much more strategically.

How will you grab eyeballs?

How will you avoid the skip button?

How will you stand out in a sea of other commercials all vying for attention? How will you communicate without annoying people, or being invisible to them?

These are questions you must ask before including TV in the campaign plan.

But, once you have decided that TV is a good way to grab your target audience, you need to develop a great idea and refine it until it becomes something that people want to ​​watch, or find hard to ignore. 
 

1. What's the Big Idea?

TV can be expensive.

From purchasing time to making the spot, you're going to spend a big chunk of your budget. So, what is the big idea that will get people looking at your product or service? Remember the first Dollar Shave Club ad? The founder of the company starred in his own ad, and proceeded to go WAY over the top. The title of the spot, "Our Blades are F**cking Great!" says it all. It was not an expensive commercial to shoot. But the content got the ad 22.5 million views on YouTube. There is no reason you can't have the same impact with your spot. Do something incredible,and people will gravitate towards it. 
 

2. Write a Great Script

You've had a great idea. Now, you need to script it out. You don't have to be an advertising genius to flesh out a great idea. But, it does help to watch commercials that are similar to the concept you have come up with, to get a feel for tone, pacing, and direction. You've got a very limited time frame to capture your audience and you need to get your message across quickly.

Don't get wrapped up in long sentences. Keep them short and punchy.

Your audio should also tell the customer what you're advertising even if the customer is in another room and can't see the TV when your commercial airs. And remember to time out your spot. You buy ads in chunks of time, from 30 seconds to 2 minutes, and sometimes longer or shorter than those parameters. Read the ad aloud several times. Act it out. Cut where you need to cut. 
 

3. Will You Put People in Your Commercial?

There are some breathtaking, eye-catching, successful commercials that contain no people at all. However, people relate to other people. Putting people (especially your target demographic) into your commercial can help draw your target audience in as opposed to a 30 second shot of your building's interior, exterior and the parking lot. You don't want your commercial to look hokey so you do want to be careful about having people waving at the camera or standing there smiling. Always look to professional actors first. If you use friends or relatives, make sure they can pull off the vision you have. 
 

4. Hire a Production Company

You want your commercial to be professional, and so unless you are lucky enough to know people who do this for a living, you'll have to hire a production company. They can handle all aspects of your commercial, including writing, shooting and editing your commercial. Shop around for prices. Some production companies are able to offer you a commercial package for as low as $100 that will include still pictures shot with a high-quality video camera. However, you get what you pay for. Look at their reel and see if they have the chops to make your vision come to life.  and see if they have the chops to make your vision come to life. 
 

5. Plan Out Your Shots

You've got the script. You have a cast. You have a location. It's time to shoot this baby...but you must plan every shot. Let's use a furniture store as an example. You may have ten different kinds of recliners, eight living room sets and six bedroom suites you want to feature. You're going to have to narrow those shots down because you simply can't get them all into a thirty-second, forty-five second, or even a one-minute commercial, without flashing so many different pieces of video on the screen that your potential customers will feel like they're in a lightning storm.

Wide shots of your showroom are good to get a bunch of your furniture displayed at once and you can select a few items you want to be featured alone. It's crucial you not cram a bunch of video into the small amount of time you have for your commercial. Your video should tell the story about what you're advertising even if a customer has their volume turned down.
 

6. Audio and Video Must Match

That seems like a no-brainer, but during the editing process, things can get lost in the weeds. When you're talking about new car models arriving, you don't want to see video of the current year's make. When you're talking about your big showroom of furniture, you don't want to see the building from the street. You must merge your audio and video to create a powerful sales tool. Of course, if you have a concept that requires the audio and video to mismatch, for comedy reasons, then you can use that exception to the rule. 
 

7. Stick to Time

Say you've bought a :30 commercial package. As tempting as it might be to squeak in an extra few seconds, you just can't do it. Your commercial must time out to the exact time you've paid for. Going over will only get your all-to-important call to action clipped because those last few seconds will be cut off when your commercial airs. 
 

8. Always Use a Call to Action

If you're creating your own commercial, you do not yet have the money or resources to simply produce a pure branding spot. That's one that introduces a product or service to the public, without asking for any kind of sale or "call to action." Pepsi and Nike are two examples of companies that pour millions into branding ads. You don't have that luxury. You need sales AND prospects. 

Your call to action gets customers to buy or act now. Don't get to the end of your commercial and leave off your call to action. You want to tell customers to visit today and give your complete contact information, including Web site address, phone number and street address (giving a quick line about how to find you if possible). 
 

9. Schedule Your Ad Strategically

Placement of your commercial is very important. It determines who will see your commercial and how much you will pay for its air time. Having your commercial air at 3 a.m. will save you money but if you don't reach your audience it's not money well spent. The same holds true for the station you're airing your ad on as well. If you're advertising your maternity clothing store, you don't want scheduled air time on ESPN with your local cable company.
 

10. Ensure Frequency for Maximum Impact

Television is less demanding on frequency than radio but it still deserves more than a one-shot deal. If you were advertising during the Super Bowl, that would be a completely different story. But on the local level, you need to identify the key times your ad should run and buy enough air time for your commercial to reach your audience at least twice. More times would be ideal. And remember to produce support materials for your ads; a website or landing page, a brochure, or a phone number must all be ready to go to capture those customers you have engaged. 

WIN Media knows the goal of all local businesses is to maximize return on advertising dollars.

Our Media Buying Authority helps local business owners, operators and managers buy affordable and effective advertising airtime and place advertising dollars where they will realize the greatest ROI, drive messages to the top of consumer' minds and create business leads.

BUYING BROADCAST RADIO ADVERTISING

 

WIN Media knows that radio advertising is a great way to attract the attention of a targeted local customer base. When radio advertising campaigns follow some simple rules they are more effective.

Many radio ads are ineffective because they simply do not give a compelling reason for the customer to contact the business.

Here are five guidelines to follow in order to avoid the most common mistakes made in radio advertising.

1. Do Not Use Complicated Contact Information
Since most radio listeners will be driving in a car, or at work, it is unrealistic to expect them to write down a telephone number. Using a telephone number that is difficult to remember is a waste of valuable radio advertising words. Repeating a difficult to remember telephone number multiple times does not help.

If one feels compelled to use phone numbers, the best way is to make them part of a jingle and use a phone number that is really easy to remember, such as a tune that sings 1- 800 Plumber. Most ads do better without using telephone numbers, because the goal is to get customer to come to the business, not to call the business.

Street address numbers are also ineffective when they are difficult to remember. Better to say, “We have hot freshly baked bagels waiting for you at Joe’s bakery on the downtown corner of First and Main,” than to say “Come to 12539 Suite #2345A Main Street.”

Websites that are not easy to spell correctly from hearing it are not good to use. This will only frustrate the customer when they misspell the website and then cannot find it.

2. Not Enough Frequency of Ads
It is estimated that in order to create a response, a person needs to hear a radio ad somewhere between six to ten times. Unless the ads run frequently and for a long enough period, the advertising money is wasted because the response is too low. Most radio advertising campaigns that are effective last for at least a minimum of 18 weeks.

3. Wrong Airtime and Incorrect Budget

Typically, radio stations charge a premium for prime time, which is also called “drive time” advertisements. Radio campaigns may be more effective with greater exposure during non-prime time periods. Estimates are that about 80% of those listeners that would hear a radio ad during prime time will be listening at other times as well. The cost of non-prime time ads is up to 80% less than prime time ads.

The key is to have enough budget, runs the ads frequently, and advertise for extended periods to generate the most cost-efficient responses.

4. Only using "Call To Action Ads" and Meaningless Discounts
Customers have been bombarded by advertisers using the same old worn-out clichés, such as “The Lowest Prices in Town,” “Friendly Professional Help,” or “Everything is on Sale.” There are many of these clichés and they simply do not work at all. A better idea is to figure out why a customer has a compelling special reason to visit the business

Special does not mean discounts, or asking the customer to do something extra, like “Mention this radio ad and get 5% off.” Discounts, especially small ones, tend to cheapen the value of the offering. Better to say, “Enjoy a free cup of our delicious freshly-brewed coffee with every bagel purchase,” than to say “10% off all bagels.”

5. Choosing the Wrong Radio Station
The idea is to saturate the local market with a radio advertising campaign where customers will hear the advertisements, not to run ads on a favorite radio station of the business owners. Check the radio stations demographics to make sure it contains potential customers for the business and consider running advertisements on more than one radio station to capture different audience segments.

By following these simple rules and avoiding the most common mistakes, radio advertising can be an effective part of local marketing efforts.

WIN Media has developed a revolutionary sales tool that shows your sales executives how they can stand behind a value proposition and not sell discounted inventory.

 

WIN Media knows the goal of all local businesses is to maximize return on advertising dollars.

Our Media Buying Authority helps local business owners, operators and managers buy affordable and effective advertising airtime and place advertising dollars where they will realize the greatest ROI, drive messages to the top of consumer' minds and create business leads.

MEDIA BUYING AUTHORITY

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