How to Sell Commercials on Cable TV
Cable TV advertising offers customers benefits that they can't get when they advertise on broadcast stations. Those benefits, combined with the affordable price compared to broadcast networks, means there are a lot of selling points you can provide to customers interested in putting commercials on cable television. From the ability to target advertising by demographic or even by geographic location, there are numerous advantages to cable TV advertising when compared with the other types of advertising available.
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Instructions
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Emphasize the ability to target cable TV commercials to a niche audience. The wide variety of cable TV networks allow you to determine the type of viewer your customers want to reach. If the customer's main audience is teens, push cable TV advertising on MTV or VH1. If the customer's main audience is women, Lifetime and TLC are options. If the customer's main audience is men, recommend they advertise on Spike and ESPN. With broadcast network advertising, customers can run commercials only on one network, but with cable TV advertising, they can choose from multiple networks targeted to their demographic.
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Promote efficiency with cable TV advertising. Broadcast networks send their signal across hundreds of miles to numerous cities in your area. However, a local business in an outlying community doesn't need to pay the price for all those people to watch the commercial. Cable companies serve the local community, so customers only pay to promote their business towards viewers who will actually become customers. That means there's no waste and everyone who watches in that area is a potential customer.
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Explain the research to your potential cable TV advertising customer. The cable company has already taken care of the hard work. You know the best time slots available for each network and each demographic, so you know how to help the customer get the most out of her money. Explain the numbers that relate to your particular area as a selling feature for cable TV advertising.
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Offer to build the commercial using the equipment at your cable company. Many smaller companies don't have in-house production equipment to produce a commercial, but your cable company can provide that service for the customer.
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Add it up on the bottom line. As of 2010, TV commercials on broadcast stations can cost $2,000, but that same commercial in the same time slot on cable sells for about $175. In smaller towns, customers can expect to pay even less. The cost of cable advertising is significantly cheaper than broadcast stations, making it a great way for the customer to get a lot of exposure for not a lot of money.
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References
- Photo Credit business woman image by Kurhan from Fotolia.com
