Using TV In An Internet World

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However, with the recent ... dot-com co For some reason, a lot of beginning net entrepreneurs think thatjust because their business is Internet-based that all theiradvertising must be as well.
However, with the recent explosionof dot-com commercials (just look at the Superbowl!), it hasbecome apparent that television is a great medium for advertisingyour e-business.Don't let the horror stories about the expense of TV commercialsdeter you. With a little creativity, even a small business with alimited budget can afford to run an effective TV ad campaign.PRODUCING YOUR ADOne of the most expensive parts of advertising on TV is gettingyour commercial produced.
That average 30 second TV spot costsaround $200,000 to produce. Of course, you can find far, farcheaper ways to get an affordable spot.Your commercial should look professional.
Any touch of amateurismwill sink your spot from the beginning (unless the junk look ispart of a gimmick that makes sense to viewers).TV production equipment used to cost tens of thousands ofdollars. Now anyone can own a digital video camera that gives aprofessional film look.
The cost of these cameras is $1,500 orless making it possible for one person production houses to dowork up to Hollywood standards.Find out who does small-time, inexpensive TV production bychecking your yellow pages, calling the creative director at alocal ad agency, or contacting the production departments of TVstations in your area. Everyone in media knows everyone else andwill be happy to give you the name of a friend that does low-costwork.Forget expensive actors.
Run video of your product or service inaction and have a professional announcer read your copy. Checklocal radio stations for a DJ who has a pleasing voice and gooddelivery.
Offer them $50 to read your 30 second copy.PLACING YOUR ADTV prices have been coming down for over a decade. There used tobe just three network TV stations in your town.
Now you likelyhave FOX, WB, UPN, several other independents, and a bevy of lowpower TV stations. You may have 100 more channels available oncable.
You have a neighborhood video store stacked withchoices...and digital video delivery is just around the corner.With all those choices, audiences are split in much smallergroups. TV outlets can't charge near as much for commercials asthey did back in the old days.
In lots of markets TV ad pricesare lower than radio's and far lower than the daily newspaper's.One place to get very effective and low-cost TV commercials isthrough your local public television station. It's an option thatmost of us overlook, but some savvy marketers are using withgreat results.Public television is dealing with big cuts in their funding.Federal funds, which have always formed a small part of theirbudget, are drying up and stations are having to look elsewherefor money to buy programs.It used to be that a program sponsor only got a very short, basicpromotional line at the beginning and end of the program.
It hadto go something like "This program made possible through a grantfrom Jim Bakery, where bread is always fresh." Now the FCC hasrelaxed those requirements allowing pubic TV sponsorship lineslook more like full-featured commercials.Call your local public TV station and ask about their sponsorshippolicies and opportunities. Because the cost of your "ad" is seenas a donation, your promotional expense is tax deductible.You also build awareness and goodwill in the community when yousupport public broadcasting.
You can bet the movers and shakersin your town will notice. Public broadcasting's audiences arewell education and high income.As a final piece of advice, remember that a TV station's lowestprices probably aren't published.
You will have to call the salesmanager at the station to get them. Expect far lower prices whenyour ads run outside prime time or in packages of multiplecommercials.
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