Television Advertising in the Home Improvement Business Northampton MA
Making television advertising work in the home improvement business in Northampton is a challenge, but find the formula that works and it can be a scaleable lead source that builds your brand like nothing else.
Champion Broadcasting System, Inc.
(617) 523-6700
(617) 523-6700
60 Temple Place, 2nd Flr.
Boston, MA
Boston, MA
WHAV
978-374-2111
978-374-2111
189 Ward Hill Avenue
Ward Hill, MA
Ward Hill, MA
Trinity Communications
(617) 292-7300
(617) 292-7300
399 Boylston Street
Boston, MA
Boston, MA
Potter Ruiz Advertising and Communications
(781) 646-3454
(781) 646-3454
37 Robin Hood Road
Arlington, MA
Arlington, MA
Argus
(617) 261-7676
(617) 261-7676
290 Summer Street
Boston, MA
Boston, MA
WBZ TV-TV38-CW28
(617) 787-7000
(617) 787-7000
1170 Soldiers Field Road
Boston, MA
Boston, MA
Telemundo / ZGS Communications
(617) 242-4606
(617) 242-4606
529 Main Street, Ste. 124
Charlestown, MA
Charlestown, MA
WGBH
(617) 300-2401
(617) 300-2401
One Guest Street
Boston, MA
Boston, MA
Lunchpail Productions
(617) 464-2300
(617) 464-2300
315 West Broadway
Boston, MA
Boston, MA
Lawyers Weekly
(617) 451-7300
(617) 451-7300
10 Milk Street, Ste. 1000
Boston, MA
Boston, MA
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Television Advertising in the Home Improvement Business
Source: REPLACEMENT CONTRACTOR Magazine
Publication date: September 1, 2007
By John Stevens
THINGS TO REMEMBER- Spend too little on your initial buy, and your frequency will never reach critical mass. You'll write off TV without a fair test.
- Don't buy spots, buy impressions. An “expensive” spot may deliver a lower cost per thousand in your demographic than a “cheap” spot.
- Talk to competing sales reps. Learn all you can about spot availability. In some markets, car dealers run their spots early in the month. You can buy cheaper when the car dealers are silent. And plan for a TV hiatus during political season.
- 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 — spots that reach a bigger audience but not often enough to reach critical mass. 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, not the season final episode of 24.
Finally, don't buy your television schedule, sell it.
Station sales managers have broad discretion.