As a car or tire dealer, it’s important to have a well planned, highly targeted advertising campaign that will increase your brand awareness and reach new customers.
One of the most effective ways to accomplish this is with cable TV ads.
While the cord has been getting cut, Cable TV still offers a wide audience and the ability to target specific consumers & demographics, making it an attractive option.
What I’d like to provide you with are 6 steps you can follow when using cable TV ads as part of your advertising strategy.
Step 1: Identify Your Target Audience.
The first step in buying cable TV ads is to identify your target audience. Who are your customers? Where do they spend their time watching TV? Are they primarily men or women, young or old? Knowing your target audience will help you choose the right cable networks to advertise on. Few companies are true mass merchandisers and can afford to reach everyone. I’m guessing that your customer is a little more specific. So do your research and really get to know your customer so you can properly target them.
Step 2: Research the Cable Networks & Programs. Once you have identified your target audience, research cable networks that cater to that demographic. Look into the different shows and programming options offered by each network to determine if they align with your target audience. And Don’t buy what you like to watch. Make sure you buy the programs that your customers are watching. Additionally, research the ratings of the shows and networks to get an idea of the number of viewers they reach. This will help you to determine the reach of your ad and the potential return on investment. Your local cable rep will be more than happy to provide this to you.
Step 3: Negotiate Ad Rates. Once you have identified the cable networks & programs that align with your target audience, it’s time to negotiate ad rates. Most business owners seem to like this part – the negotiating. The obvious goal here is to get as many ads that we can, in the dayparts or programs that reach our target audience, for the least amount of money. And it’s no secret that the more you buy, the less you’ll pay. Just remember that all traditional media advertising is highly negotiable. Have fun with this one…
Step 4: Choose Your Ad Format. When you’re negotiating ad rates, you’ll also be choosing the format or length of the ad. Cable networks offer a variety of ad formats, including bumper ads, 15 second spots, 30-second spots, 60-second spots, even longer form ads and infomercials. Consider the type of message you want to convey and the budget you have to work with when choosing your ad format. Just remember – attention spans are short. Better to buy a bunch of shorter length ads and drive up repetition rather than a few longer form ads.
Now comes the fun part – Create Your Ad. Once you have chosen the format of your ad, it’s time to get it produced. You have lots of choices for this: If you have the skill (and the gear), you can create it in-house. You can always hire a freelancer, a video production company or an ad agency like me. What’s critically important here is that you create an ad that effectively communicates your message. You need to tell your story so its meaningful, memorable and relevant to your targeted customer.
And the final step – track Your Results. Just like any paid ad campaign, it is important to track the results of your campaign. Keep an eye on metrics such as store traffic, website traffic, leads, phone calls and of course, sales. You’ll never know if the campaign is successful or not unless you track & determine the effectiveness of your ads. This will allow you to make data-driven decisions about future ad campaigns.
Conclusion: Video consumption is at an all time high. Consumers can’t seem to get enough video and I believe that you should consider this as a potential source for you to reach new customers and grow your sales. And contrary to what you might have heard – cable tv is alive and well and can prove to be a highly effective way to increase brand awareness and reach your targeted audience. By following these steps, you can effectively buy cable TV ads that will reach your target audience and achieve your advertising goals. Just Remember to always keep your target audience in mind, and create an ad that tells your story and delivers your message in a fun, believable & meaningful way.