Advertising on TV is amazing. The precision targeting previously only found with internet advertising paired with the credibility and memorable storytelling only TV can deliver. In order to realize those benefits, you need to make sure your campaign is set up for success. That's where the planning comes in.
There are four main factors that go into an effective TV campaign. Let's walk through them and at the end you'll be ready to launch your first TV Campaign.
1. Define your Audience (Targeting)
Before you do anything else, determine your target audience. This will set the stage for every other step. Asking yourself a few questions can quickly form a picture of your target audience for this campaign.
- Where are they located? Smaller is better. If you think of the entire United States as an ocean, would one tiny bucket have much impact?
- What ages aren't they? This will prevent over-targeting
- Are 8 out of 10 a particular gender? If not, target both
- Can everyone afford my product/service? Steer clear from using HHI (household income) target unless its a very clear answer
Insider Tip: Don't narrow your audience too much. Try to stick to two areas of refinement. Example: Location + Age Range or Location + Gender.
2. Determine your Objective (Goal)
Now that you know who you're targeting, it's key to zero in on what you want them to do.
- Do I want them to call, visit my website, come to my store, etc. Choose one primary action to highlight
3. Choose your TV Commercial (Message)
Ok, so you know who you want to see your commercial as well as what you want them to do. Let's make sure your message comes across clearly and effectively. AdCritter makes this super easy for any business.
Choose from thousands of ready-to-air TV commercials that fit your type of business. Then we'll customize it for you.
- Request a completely custom TV commercial (no addl. charge but requires a 3-month commitment)
- Upload your own
4. Determine an Effective Budget & Time Frame (Investment)
If you want a secret recipe to determine an effective budget, recall the three main principles of advertising: repetition, 12-18 months, and saturation. Typically, businesses devote 7-8% of their annual revenue to advertising. But Maybe that doesn't work for your business. It's better to budget what you can afford to keep doing for 12-18 months. Also, consider your audience size.
- A person needs to see your ad enough times that they later remember you at the moment they want your services.
- For smaller budget campaigns, it takes 6-12 months to begin seeing results and 12-18 months for significant, profitable results.
- Match your budget to the size of your audience
- Don't spread yourself too thin
- It is better for a smaller group of people to see your ad several times over a given period of time than it is for a large group of people to see your ad only once or twice.