Thank you very much for your response. Your feedback, as well as Craig`s are valuable to me. I discussed the demographics in my reply to Craig. Demographics are available for each area served by cable companies operating in different cities, and is sometimes referred to as "narrowcasting" reaching a specific area for the physical location as well as for the demographics.
A new type of advertising to overcome the fast forwarding of commercials is called "branded entertainment." The idea (I think) is to integrate the products and the services with the entertainment. so if the viewer fast forwards they miss the show. In an interview show I could discuss a Panavision camera with a director of photography (DP). This would be of interest to other DPs, film students, directors, ADs and maybe film geeks (like me). I believe this might be the audience that a company like Panavision would want to reach.
I am working with the owner of a music school and store to start a TV series on local cable on music lessons and more. He has given me permission to contact his vendors to solicit sponsors. So, while we talk about tips on finger and picking exercises we do it on a sponsors guitar and mention the name and distributor throughout the demonstration.
I am negotiating with a sports/boxing company to do the same. It could be done with a variety of interests-marathons, racing, books, etc. I have also conducted interviews at business locations, thus exposing their business throughout the duration of the show. Cable TV advertising could be very powerful and affordable if both the producer/media placer (me) and the advertiser work together to a great ROI on the effort. For example, the advertiser could tell their whole world to watch their spots.
Also, there are some PR techniques where you can get celebrities onboard through supporting local or national non-profit organizations. Some of the celebs I associated with certain brands include The Rock (Dwayne Johnson), Angels manager, Mike Scioscia and (oops) Michael Vic-before his dog-fighting days.
I can also place commercials on almost any network you might see on cable TV, and save the advertiser money on package deals which would include advertising on my shows.
I hope this helps and thanks, again, Jani.
I saw your post and agree $35 sounds like quite an opportunity for a small business, to get such exposure. But when you add it up like Craig did, it brings some questions to my mind.
What are the numbers of viewers for your program? Who`s watching? What age group? Sometimes I wonder, with so many people fast forwarding through commercials, are enough, actually watching them?
Most small businesses only have so much, if any in the beginning to allocate to advertising and PR. I think one of the biggest problems, is to figure out what the most effective way to use those dollars to benefit their business.
When we started our business, we never thought much about advertising thinking that it wouldn`t be effective for our type of business. But lately I have thought much more about ads and PR. Knowing where, how, or what to do has been the most difficult decision. We have finally decided to make a commitment to a show on the Sports Channel that will promo our product. Of course it will cost us more to do commercials if we choose. But the channel and program, I feel, are in our target market.
Still,.. wondering if we are making the right decision,, but at some point you need to try something, and find out if it can benefit your business. Now, after talking to a PR person this morning that has some great things to offer, I wish we had all kinds of money to spend. :)
So...my question to you is, how do you convince small businesses that doing commercials with you, will be something that will greatly benefit their business? That this is where they should spend the money that they could allocate for ads and PR? Because what you`re offering is very affordable, if it really does bring them a lot more business.
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