The TV commercial is one of the most familiar kinds of advertisement there is. We can all think of an ad that made us laugh, an ad that annoys us, and maybe even an ad that persuaded us to buy a product.
They’ve been around forever, planting catchy jingles in our heads (sometimes unwillingly) and interrupting Seinfeld reruns for years.
But if you’re a small-to-medium business owner and you’re hoping to get a commercial on the air, you’d better be ready to spend lots of money and compete with some of the world’s biggest brands and budgets.
Is that impossible? Should you just give up and let “the big guys” keep you down? Absolutely not…
…but maybe there are wiser ways to spend that money.
If you’ve done five minutes of modern marketing research, you probably would have heard the phrase “content is king.” Many brands have made their mark by producing high volumes of quality content. This success wouldn’t be possible unless that’s what consumers wanted and responded to.
So in a world where businesses succeed by creating content that builds consumer relations, provides value at no cost, and establishes authority, maybe a TV commercial isn’t the highest-ROI option available for the money you’d be looking to spend.
For starters, you’d only be putting out one message. Nowhere near enough to tell your brand story, establish authority, provide value to a prospective audience or build a loyal following. A TV commercial is essentially a short sales pitch. For all that money, all you’d be able to achieve (if your commercial actually succeeds) is a boost in sales for one product or service.
Photography juggernauts Canon realised that there are better ways to spend money when they teamed up with National Geographic to create a documentary series, and guess what? It costs roughly the same to produce a documentary as it does a TV commercial.
…And let’s not even get started on what you could do with that kind of budget in the digital space.
Content truly is king, and for TV commercial money your business could contend very seriously with some of the most successful content-promoted businesses that exist.
If that sounds like something you’d be interested in, contact us right away for more information. We’re always happy to discuss modern marketing trends with business owners, and happier still to help those with great products or services reach the people that would love them.
