Television Advertising Northampton MA

Source: REPLACEMENT CONTRACTOR Magazine
Publication date: May 1, 2007

By John Stevens

Making television advertising work in the home improvement business is a challenge. But find the formula that works in your market and it can be a scalable lead source that becomes more efficient the more you use it. The brand-building power of television can pay big, long-term dividends if you can find a way to get lead costs down to an acceptable, sustainable level.

If your company is ready to move into TV, here are a few things to remember:

• Spending too little on your initial buy can cost you dearly, since your frequency might never reach critical mass.
• Don't buy spots, buy impressions. An “expensive” spot may deliver a lower cost per thousand in your demographic than the “cheap” spot.
• Learn all you can about spot availability and the competitive environment. Set clear cost-per-lead goals and communicate these to station personnel.
• Frequency is critical. Five spots in the same program to the same audience in a week will likely produce better results than 10 spots run-of-station. Buy commercials in two-week flights rather than a lighter schedule for a month.
• Low-involvement programming is best for direct response. Go with Oprah, local news, or a Saturday afternoon movie. And plan for a TV hiatus during political season.
• Propose a schedule spanning at least three months with a weight that gives the campaign a real chance of success.

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