Traditional broadcast advertising might be seen as old fashioned, especially with the rise of the Internet and other types of digital media. Please know this is NOT the case. Commercial broadcast (TV & Radio) reaches millions every week. On average, more than 17 hours of the week are spent engaged with broadcast delivery with the majority of it at home and in the car. Below lists out a few benefits for advertising using traditional broadcast tools:
Most TV & Radio stations already target specific demographics and market segments. Therefore, by choosing which station to broadcast with, you can lock into your potential customers and increase the frequency of delivering your message. Selective placement allows marketers to target their demographic with remarkable accuracy.
Advertising works with frequency and reaching your audience repeatedly. Broadcast is the perfect medium for this, being able to expose your ad to the audience repeatedly to build awareness. Also, due to the loyalty of people listening to the same station, you are able to impact the same people more often. Studies have shown that creating brand recognition in this fashion increases conversion on leads by as much as 23%!
Compared to written advertisements, sight and sound are more effectively stored in memory. In addition, there is the ability to instill emotion that also allows listeners to use their imagination to create their own image of the product/service. Have you ever heard a song that takes you back to a place in time? Broadcast sticks in your memory like an earworm.
While there are up front costs for producing some commercials, there are very efficient ways to deliver the message. If your target is reaching the largest number of people possible with one commercial or using many commercials to accomplish a high frequency, finding the right tool for the job is paramount. Experts in the field can help you accomplish your goals of reaching the most people for the least amount of money. Stretching your dollar to make it most effective. Sure, digital media can be cheap, but sometimes you get what you pay for if you are not careful.
Lead times with other media like print or billboard ads can be very long, especially with planning. In contrast, producing a broadcast spot can occur between two to three weeks and in some cases, days. Another advantage of this is the ability to adapt and react quickly to changing market conditions.
It is possible to track broadcast results. We have the tools necessary. You can track results quickly and accurately where it may take months for measurable results or print media which can be even more difficult to track. Results for broadcast ads can be analyzed on a daily basis, and if the message is not working in a week or two, a new spot can replace it efficiently as mentioned above.
With the widespread access people have to broadcast, even indirectly through shopping centers and supermarkets, broadcast continues to have a big presence in the advertising industry. Small businesses should continue to consider it as a top medium to advertise their product/services as the advantages over other resources remain strong.
For help finding the targeted, memorable, efficient marketing for your company, call Branding Iron Management today.