Using a TV commercial to get business at DVinfo.net

Silas Barker · September 23rd, 2012, 08:26 PM

That's right - for video production companies to get more business should WE be using a tv commercial?

Interested in your reactions and comments

Rob Neidig · September 24th, 2012, 09:29 AM

Silas,

I think part of the answer depends on what markets within video production you are going after. The biggest "problem" with TV advertising is that is a very "shotgun" approach. A lot of people will see the ad, which is good for something like toilet paper, which everyone uses. It may not be so good for video production, where you may get lots of viewers, but most of them are probably not at all interested in your product. You can refine this a little by only showing the commercial during certain times, or during certain programs, but it's still not as targeted as a direct mail campaign, web advertising or good old fashioned cold calling of companies you believe could use your services.

Have fun!

Rob

Tim Polster · September 26th, 2012, 05:25 AM

The first question should be - Can you even afford a television commercial? If you can then your business is not short of funding anyway.

Chris Davis · September 26th, 2012, 09:54 AM

Quote:

Originally Posted by Tim Polster

The first question should be - Can you even afford a television commercial? If you can then your business is not short of funding anyway.

I've worked in radio since 1985 and there's an old adage - "Advertising doesn't cost, it pays." Of course that doesn't mean all forms of advertising are appropriate for every business, but it does mean you should examine your advertising strategy and make sure it has the potential to generate more income than it costs. If I spend $1 on advertising, it's because I believe it's going to help generate $1.01 or more in revenue. That's why it drives me crazy when I hear businesses say "we can charge less because we don't pay for advertising." If you were advertising effectively, you could increase volume, and therefore charge less...

Anyway, there are options to advertise cost effectvely to the niche market of business owners and decision makers. Possibly some cable insert ads on channels like Bloomberg, CNN, Fox Business, etc.

Allan Black · September 26th, 2012, 12:24 PM

This question came up before in the form of .. 'should I try a night where we invite a selected cross section of possible clients to a presentation of our business?'

One of the reply posts said .. 'yes but do some careful market research to select your invited audience. Make it 60mins in the early evening with drinks. Dress your place up to reflect the market you're going after, look successful. Maybe rent a small hall closer in the city?'

'Show a 10min special video, but make it very creative, clever and give the folks a DVD to take back to their adv. dept the next day.'

From my experience I thought that was a much better idea than a shotgun approach on the box and you can follow up by phone, knowing you've met the person you're calling. You can ask to quote on their next production or introduce them to video. I see you're in Sacramento, so you have a wide cross section to work with.

Can't say I've read anything of the result of that advice, the OP probably doesn't even bother coming ashore off his new yacht now :)

Cheers.

Tim Polster · September 26th, 2012, 03:39 PM

No doubt you are correct Chris but I know from Silas' previous posts that he is in the early stages of growing a media company and in my mind television commercials are very cost prohibitive. To get real results one needs a lot of air time. This just does not square with small media companies imho.

Allan Black · September 26th, 2012, 08:19 PM

Just remembered the salesman's proverb .. foot in the door - gain trust - drop the hammer.

Cheers.

Chris Davis · September 27th, 2012, 02:46 PM

Quote:

Originally Posted by Tim Polster

No doubt you are correct Chris but I know from Silas' previous posts that he is in the early stages of growing a media company and in my mind television commercials are very cost prohibitive. To get real results one needs a lot of air time. This just does not square with small media companies imho.

You are correct, to make the best use of any kind of broadcast advertising, it needs to happen regularly over a long period of time. I think Silas' time and money would be best spent pounding the pavement and making personal contacts.

Silas Barker · September 28th, 2012, 12:41 AM

Thanks for the input guys - I just wondered what you guys thought about it - it seems odd that we would help clients get a tv commercial created and aired, but never run one ourselves.....of course the type of people who need video (commercials and web infomercials) are limited compared to other services and national products and chains.

September 23rd, 2012, 08:26 PM	#1
Silas Barker Major Player Join Date: Dec 2009 Location: Sacramento, California Posts: 577	Using a TV commercial to get business That's right - for video production companies to get more business should WE be using a tv commercial? Interested in your reactions and comments

September 24th, 2012, 09:29 AM	#2
Rob Neidig Major Player Join Date: Dec 2005 Location: Eugene, Oregon Posts: 222	Re: Using a TV commercial to get business Silas, I think part of the answer depends on what markets within video production you are going after. The biggest "problem" with TV advertising is that is a very "shotgun" approach. A lot of people will see the ad, which is good for something like toilet paper, which everyone uses. It may not be so good for video production, where you may get lots of viewers, but most of them are probably not at all interested in your product. You can refine this a little by only showing the commercial during certain times, or during certain programs, but it's still not as targeted as a direct mail campaign, web advertising or good old fashioned cold calling of companies you believe could use your services. Have fun! Rob

September 26th, 2012, 05:25 AM	#3
Tim Polster Inner Circle Join Date: Dec 2004 Location: Arlington, TX Posts: 2,231	Re: Using a TV commercial to get business The first question should be - Can you even afford a television commercial? If you can then your business is not short of funding anyway.

September 26th, 2012, 12:24 PM	#5
Allan Black Inner Circle Join Date: Sep 2006 Location: Sydney. Posts: 2,927	Re: Using a TV commercial to get business This question came up before in the form of .. 'should I try a night where we invite a selected cross section of possible clients to a presentation of our business?' One of the reply posts said .. 'yes but do some careful market research to select your invited audience. Make it 60mins in the early evening with drinks. Dress your place up to reflect the market you're going after, look successful. Maybe rent a small hall closer in the city?' 'Show a 10min special video, but make it very creative, clever and give the folks a DVD to take back to their adv. dept the next day.' From my experience I thought that was a much better idea than a shotgun approach on the box and you can follow up by phone, knowing you've met the person you're calling. You can ask to quote on their next production or introduce them to video. I see you're in Sacramento, so you have a wide cross section to work with. Can't say I've read anything of the result of that advice, the OP probably doesn't even bother coming ashore off his new yacht now :) Cheers. __________________ Drink more tap water. On admission at Sydney hospitals more than 5% of day patients are de-hydrated.

September 26th, 2012, 03:39 PM	#6
Tim Polster Inner Circle Join Date: Dec 2004 Location: Arlington, TX Posts: 2,231	Re: Using a TV commercial to get business No doubt you are correct Chris but I know from Silas' previous posts that he is in the early stages of growing a media company and in my mind television commercials are very cost prohibitive. To get real results one needs a lot of air time. This just does not square with small media companies imho.

September 26th, 2012, 08:19 PM	#7
Allan Black Inner Circle Join Date: Sep 2006 Location: Sydney. Posts: 2,927	Re: Using a TV commercial to get business Just remembered the salesman's proverb .. foot in the door - gain trust - drop the hammer. Cheers. __________________ Drink more tap water. On admission at Sydney hospitals more than 5% of day patients are de-hydrated. Last edited by Allan Black; September 27th, 2012 at 02:21 PM. Reason: spelling

September 28th, 2012, 12:41 AM	#9
Silas Barker Major Player Join Date: Dec 2009 Location: Sacramento, California Posts: 577	Re: Using a TV commercial to get business Thanks for the input guys - I just wondered what you guys thought about it - it seems odd that we would help clients get a tv commercial created and aired, but never run one ourselves.....of course the type of people who need video (commercials and web infomercials) are limited compared to other services and national products and chains.