Cable television advertising can be a cost-effective means for a business to reach targeted demographics and specific marketing regions. The introduction of advertising-supported, on-screen programming guides, alongside on-demand video programming, gives the nimble business multiple avenues beyond the standard 30-second spot commercial. A Comcast advertising sales representative will walk you through the options available in your region, but can be expected to promote the positives and downplay the negatives of this form of outreach. Smart entrepreneurs will do their homework to make sure their advertising dollars are spent correctly in pursuit of their marketing goals.
Instructions
1. Review your marketing plan and existing advertising outlays to determine specific goals for possible cable television outreach. These goals should specify the audiences you wish to reach and also set targets for response rates and sales conversions from this group.
2. Analyze the groups you specified in Step 1 to determine the anticipated demographic and geographic distribution of your target audience. You'll need this data to develop your outreach methods within your cable television marketing by selecting the proper programming around which to place your advertising.
3. Contact your local Comcast business office and ask to speak to a sales representative. This should be an introductory phone call, giving the sales rep a chance to provide you with a menu of options and pricing; do not go deeply into specifics or agree to any immediate follow-through.
4. If your advertising plan includes a video component, shop around your area for video producers to determine design requirements and rates. The best way to pick a producer is to choose an existing advertisement you like, call that business and ask for a referral to the person they hired.
5. Compare the pricing you received from Comcast and the video producer to your anticipated budget. It is not uncommon for first-time television advertisers to experience some sticker shock. If the costs are much higher than your budget, shelve this idea for later and stay with cheaper advertising options. You're better off staying within an affordable budget than gambling on a pricey advertising plan.
6. On the other hand, if the rates are affordable and the sales representative's presentation fits your overall marketing plan, contact both Comcast and the video producer and ask them for advice on best proceed with their services. They have more experience with their industry than you do; take their advice on make best use of their services, but be sure that your expenditures are always tuned to meet your own marketing and sales goals.
Tags: sales representative, advertising plan, cable television, Comcast video, Comcast video producer