Advertising on Cable TV: With a Difference
Using cable television to advertise your business is a wise decision both economically and in terms of advertising power, however, for any marketing strategy to be successful, it must be combined not only with a chosen medium , but also with well thought out content. There are two points to this. First, branding is not just for multinationals. Second, the approach one takes to advertising must be done correctly; This is a mistake many small business owners make, as the intimate details of advertising are rarely part of their repertoire.
When it comes to branding your company, this can be done both through your cable advertising, and in the signage you have in your store. The idea of advertising is that when all is said and done, you want potential customers to think of you first when they need your product or service. To be seen! Maximize outdoor signage that your local regulations allow and be bold. Signs are expensive and there is no need to take shortcuts. The people who pass by your store need to engrave your company in their minds. It is incredibly profitable in the long run.
The other aspect of branding your business is how you will use cable advertising. No ... I repeat, don't let the cable company convince you of a "high-turnover" ad program. You want to have the same space, the same day at the same time. Once again, you are trying to engrave your company in people's minds and you do it by repetition.
The second aspect of your strategy is simple. Don't let your content sell the accolades of your company or even your product or service. What moves people is when you tell them how they will be positively affected by their experience with your company. So, it's about them, not you.
This will take you a long way from many other local businesses that use cable advertising. So follow your instincts, but do it while you are on the path that others have forged before you.
