It happens to all soloists at some time or another. You see a great ad on TV, and the next thing you know you’re dreaming of creating a TV commercial (TVC) that perfectly represents your product or service. You imagine casting auditions and scouting for locations, and maybe you’ve even gone so far as speaking with a TV station or a media company about putting your dream into reality.
If you are like most soloists though, your dream bubble probably burst right there in their office as you learnt about the costs involved. Adding to your despair, you probably also learnt about the amazing benefits of TV advertising over other forms of advertising. In a recent survey by Deloitte, TV advertising was found to be the greatest driver of web traffic over and above online advertising, and it remains highly popular with marketers.
But don’t lose hope. In some cases, TV advertising can be affordable, effective and within reach of small business owners.
A recent experience with developing a TV commercial for a client resulted in a cost effective way to create a TVC, which could potentially be very helpful to soloists with similar businesses.
The client desperately wanted to leverage TV to promote weekly specials, but was unable to justify the cost of creating a TV commercial and screening it. The solution we fell upon was to invite the client’s suppliers to bear some of the cost in return for promotion.
Want more articles like this? Check out the business marketing section.
The client approached all his suppliers with the following simple pitch:
“I am making a TV commercial that will screen on XYZ dates, on XYZ stations, and I wanted to know if you would like your products featured for a small fee?”
The response was overwhelmingly positive. Some suppliers provided a small cash injection of $500–$1000, whilst others provided up to $1000 of credit against purchases of their products (even better from my client’s perspective as, once marked up and sold, these products were worth twice that). The result was one 30-second commercial and five 15-second edits (for weekly sales specials).
The suppliers were thrilled; as for a relatively small investment they were getting an ad on TV. The client was also thrilled, as all the production and screening costs were covered.
So if you’ve always wanted to grow your business or develop your business branding through TV comericals, don’t assume it is outside of your budget. Take an innovative approach, talk to your business contacts and you could very quickly find yourself turning that TVC dream into a reality.
Has TV advertising worked for your business? What are your cost-saving tips?