Local Advertising Via Cable TV
One of the most effective ways to advertise a small business in a local area is through cable TV advertising. Pricing is very reasonable, the creators are generally helpful and many people reference this source as where they hear about a new business.
Cable TV advertising is sold in blocks to be shown on certain television stations. Various stations include those such as ESPN, TBS, HGTV, USA Network, Lifetime and others. You purchase your advertising time through your local cable carrier, and this is the only carrier that shows your advertisement. Your cable TV advertising dollars are not for national use, but only for showings in your local area which is often ideal for those smaller businesses just starting out. As an advertiser, you can usually choose a group of cable television stations that will air your advertisement so you can target in on your particular demographic more effectively.
Most cable TV advertising is self produced, however some cable carriers to offer a service that will assist you in making your own commercial and tape it on location for you for a small fee. This is very helpful for those with no advertising experience. However, be prepared that these cable TV advertising spots will not look like a nationally televised commercial. You will certainly be able to tell within the first few seconds that this is a locally produced commercial, but some say that this is part of their charm. Also, it does differentiate those national businesses from local ones and can make buyers more aware of which businesses are based in their community. For the most part, the owners of the businesses that are advertising tend to be prominent in their commercials. Be sure to follow your heart as to how you want to portray your business as cable TV advertising is much more forgiving than national ad campaigns. You will often see children, grandchildren and pets featured in commercials, not only for display but also for the cuteness factor.
My parents owned a local restaurant and used cable TV advertising quite often. Their commercials were cheesy, my dad was shown in them and they were cheap. However, just about every day a new customer would walk into the restaurant stating that they learned of the restaurant through the television. In addition, they felt a connection to my dad and often said “Hey, you’re Johnny from the commercials!†Patrons felt as though they personally knew a television personality and felt more comfortable in the atmosphere. Overall, their experience with cable TV advertising was very positive and they would use it again in the future.
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