by Marcus Emery

Created on: August 14, 2009

Television ad costs are large, in my seasoned opinion. Why, then, should the small business (with a small budget) use Television Advertising? Veblen's theory of Conspicuous Consumption is one reason: to show that you can afford to. But can you ? On occasion. Let's consider the occasions.

Are you operating a clean, attractive place of business, a restaurant, perhaps? Have you been there for a few seasons, tested the waters and found them navigable? Your budget may permit an affordable splurge. A pre-holiday onsite presentation of your operation could raise the curiosity of many persons who have not yet enjoyed your hospitality.

Arrange to have some attractive customers being greeted, seated, and waited upon. Voice-over will be commenting about your location, menu, hours and other attributes of the dining ambience. Production crews are good at presenting the best facets. Whether you, as proprietor, should appear with a warm invitation, is up to you. Television is a seeing is believing medium. Prospective customers have probably heard commentary concerning your place. Here is the chance for them to enter and learn its reality. At no charge.

There are other occasions for onsite ads. But pick them sparingly. Know what's happening; what's coming up, and whether your event will fit in. Be aware of not only the Super Bowl parties, but the World Series, and most decidedly community Big Events.

Sales directors at TV stations like to contract for longer campaigns. That's fine; but be sure not to commit for too long. Things change. Your obligation remains the same.

Should you consider sponsoring the locals news, sports or weather? Be sure to check out this option. Since most weather forecasters seem to be show-offs; there is the chance to interact on screen with them. They will mention, even promote, your business.

What time of day or night should your ads appear? Prime Time is a misnomer. It comes overpriced. The old DOOL slot was a winner for political ads, for instance. Women have the vote, or hadn't you heard? Days of Our lives sold for far less than Prime Time. But DOOL had more politically potent viewers.

Here's the prime question; who are your prospective customers? Fishermen? Men? Women? Both? Cartoon watchers? No one but a multibillionaire can afford the shotgun approach. You have to rifle. Identify your target customer. When you have found where he lurks, shoot him the message. Not only are you advertising on television to prove you can; but to make a profit. Do it deftly.

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