When you own your business, it's not like a standard 9-5. Instead, it can feel like a 24/7. When you're not working, you're stressed about managing expenses, planning for future growth, and creating emergency plans for the current economic turbulence. Marketing is particularly stressful, as you have to develop a perfectly engineered experience to convert prospects to leads to buyers, and as a result, lifelong customers.
Television ads can be the solution to many concerns keeping you up at night, whether you're focused on growing brand awareness or spreading the word about your sales. In fact, according to Statista, “Despite the ongoing digitalization of the advertising industry and the proliferation of online video streaming services, marketers are still embracing the potential of (linear) television for brand promotion.”
If you're not sold on buying television air space, here are some common problems TV ads can help with.
I Don't Think I Can Reach a Large Targeted Audience
TV marketing campaigns can help you reach a wide geographic audience across a broad spectrum of demographics and target markets. In addition, most households watch several hours of television in general, and live events tend to draw even higher numbers (such as sporting events, award shows, and live speeches and events).
Carefully selecting your advertisement's air time based on the audiences for specific times, channels, and even programs allows you to fine-tune who you engage while still reaching a broad geographic radius. There are lots of different strategies for getting the most significant ROI for your TV advertising, and you can quickly and easily choose the right one for your business. However, even basic strategies can help you reach more viewers than with traditional print ads.
What If I Can't Emotionally Connect With My Audience?
Emotional connections with consumers are more critical than ever, especially if you're trying to build long-term relationships in an industry with many competitors. However, not all ads can help you achieve that emotional connection. Print ads fall far beyond in this respect because customers struggle to find a clear emotional tone in written advertisements, especially compared to video or television ads. After all, television ads include images and sound, both of which tell a more convincing and emotive story.
Depending on your music, your script, and even the color filters in the ad, you can choose what emotions your audience is most likely to feel across every second of the ad. This is very powerful when establishing how your audience's emotional connection to your product and services.
You can make funny ads, moving ads that end on a hopeful note, or anything in between. We can all recall TV commercials that made us laugh or even shook us with sadness. Regardless of the specific emotions you create, those ads will also be more memorable, and the viewers will have a stronger impression of your brand. This keeps your company more top-of-mind as shoppers go about their day and interact with your other marketing campaigns or problems your company can solve.
Not Enough People Are Engaging With My Online Content
One of the most valuable components of digital advertising is that you can easily gain clear insights into its success. For example, you can quickly see if readers are or are not engaging with the content and how quickly engagement turns into bounce rates and disinterest.
If you know your online content isn't getting the engagement you hoped for and isn't generating enough online or in-store sales, television ads can actually help boost it. When your audience sees your ads on television, they're more likely to recognize your brand online and have a deeper connection to it. They might even be prompted to search online for your website or local business directory profiles.
Physical stores may receive even less online engagement, especially if you operate solely in person. So then switching your focus on television advertisements makes more sense: it can help increase foot traffic, and TV ads are naturally more attention-getting.
I Can't Grow My Brand Quickly Enough
One of the best ways to strengthen your company and reduce the worries of keeping you up at night is to increase your brand. TV ads can help quickly grow local brand recognition, expand your reach to a large local or regional audience. Just make sure your ads are tailored to your key buyer personas and will be shown on programs or channels your target market watches.
Meredith Can Help Support Your Television Campaigns
Television advertising is one of the most valuable channels for any business trying to grow brand awareness and make their business stronger. But if TV ads seem like another stress on your to-do list, Meredith is here to help. We're a media partner that specializes in helping small and local businesses achieve brand growth.