Power: How to Fix the problem with TV Marketing
Here's a list of questions businesses ask media reps every day:
- “What time does it air?”
- “How many people are watching?”
- “How much does it cost?”
Yes, these are important questions, but there is a huge difference between selling ad time and helping a business effectively market themselves. Think about it, when was the last time a media rep came to you and asked a question like this:
“What’s your message, who you are trying to reach, and how can I help you get results?”
The answer is NEVER. Why? Because the media reps that come knocking on your door have one objective—TO SELL YOU AN AD. They do not have the ability or flexibility to offer solutions that could integrate you into marketing content. The reason being is there is a huge difference between Quantitative vs. Qualitative marketing. Most likely, the Reps you come in contact with are following a dated, Quantitative approach. This is the number’s approach, which in our current fractured media environment, doesn’t offer a complete picture. It doesn’t offer the ROI sought after.
Much like a chain restaurant, one size fits all. The focus isn’t on who you are and what you’re trying to say, but how many times the reps can sell you that Ad. Truth is, the inventory for any Affiliate or cable company is controlled by the Network Sales force at the national level. Representing national networks is ideal for national advertisers like fast food chains because they get the CHOICE spots in a program. This varies from Network to Network but is controlled by the National Network Ad Sales Dept. The local sales force doesn’t have the choice inventory. So, when does your spot air? Is it in a cluttered environment where no one stands out? What time within the program does it appear??
The inventory at the local level, is grouped together in what is called insertable avails. Local avails are positioned inside the program when quite honestly people “hit the Fridge.” It’s at a time when most of the viewing audience isn’t paying as much attention. The most important time, the time you really want, is during the time thatNational Ad sales for the Network controls the inventory.
Ask you Rep. if you can get into tha national inventory. I’ll save you the trouble. You can’t. The national big guys, the heavy hitters who are shelling out millions of dollars, get priority. For example, do you think it’s a coincidence McDonald’s has the most recognizable logo in the world? It’s not. It costed them a pretty penny to get there.
So what do you do? How do you get your message across? Easy, you focus on the Qualitative side of marketing. The objective here isn’t to just get your name out there, it’s to get your voice heard and your story told. Be smart and tactical. All of us are overwhelmed with so much media clutter. In order to stand out from this, your message has to have substance, but it also has to be delivered effectively across all digital platforms.
Companies like mine, Look Media (www.looktvonline.com), are reclaiming the power of television marketing because we control the programming. We own our own production and distribution, and have the capabilities to design and develop content around the needs of our marketing partners . For example, do you have a new product and want to run a test campaign? “Great. Let’s do it.” Do you want a weekly half hour program featuring you product or service? “Let’s do it.” Do you want to create a 7 minute video for your website that focuses on your message? “Let’s do it.” True marketing power lies with those who have the ability to create and control their message and content, and deliver it to the destined target audience.
Tim Zabriskie
Sales and Marketing Rep
Look Media
798-8000 ext. 213