For some reason, a lot of beginning net entrepreneurs think that just because their business is Internet-based that all their advertising must be as well. However, with recent explosion of dot-com commercials (just look at Superbowl!), it has become apparent that television is a great medium for advertising your e-business.
Don't let horror stories about expense of TV commercials deter you. With a little creativity, even a small business with a limited budget can afford to run an effective TV ad campaign.
PRODUCING YOUR AD
One of most expensive parts of advertising on TV is getting your commercial produced. That average 30 second TV spot costs around $200,000 to produce. Of course, you can find far, far cheaper ways to get an affordable spot.
Your commercial should look professional. Any touch of amateurism will sink your spot from beginning (unless junk look is part of a gimmick that makes sense to viewers).
TV production equipment used to cost tens of thousands of dollars. Now anyone can own a digital video camera that gives a professional film look. The cost of these cameras is $1,500 or less making it possible for one person production houses to do work up to Hollywood standards.
Find out who does small-time, inexpensive TV production by checking your yellow pages, calling creative director at a local ad agency, or contacting production departments of TV stations in your area. Everyone in media knows everyone else and will be happy to give you name of a friend that does low-cost work.
Forget expensive actors. Run video of your product or service in action and have a professional announcer read your copy. Check local radio stations for a DJ who has a pleasing voice and good delivery. Offer them $50 to read your 30 second copy.
PLACING YOUR AD
TV prices have been coming down for over a decade. There used to be just three network TV stations in your town. Now you likely have FOX, WB, UPN, several other independents, and a bevy of low power TV stations. You may have 100 more channels available on cable. You have a neighborhood video store stacked with choices...and digital video delivery is just around corner.