Local television can be an effective advertising medium.
Local business owners may be faced with the challenge of making a name for themselves and their business within the community. One effective method of reaching local residents is through the use of television advertising. Local television allows you to reach a wide number of people while still being able to target specific buyers. You can also enhance the image of yourself and your business within the community.
Wide Audience
Local television helps you reach a wide audience that may coincide with your marketing area, allowing you to reach a large number of potential customers. For example, a car dealership that markets to a four-county area can advertise on a local TV station that serves those same four counties, meaning that just about every viewer is a potential customer.
Credibility
Local television advertising can add credibility to you and your business within the community. Some people feel that anyone who appears on television must be important or has achieved a certain level of status, so this can serve to enhance your image. For example, an insurance professional can gain trust by projecting a professional image and conveying a sense of dignity.
Visual Image
Perhaps your business is visual in nature, such as an automobile body shop. Local television allows you to show "before and after" pictures of a damaged vehicle that you transformed into a thing of beauty. A flower shop can show viewers the type of colorful flower arrangements it can produce for a wedding or funeral. If you recently renovated your place of business, give viewers a look at the finished product.
Local Assistance
The advertising professionals at a local television station can help you produce your advertisements, either in-house or with the help of a local advertising agency. They will likely have extensive experience in the local market, so they will know the types of ads that will appeal to it, as well as prevent you from making an ad that might be considered in poor taste.
Target Marketing
In addition to reaching a wide local market, local television can help you reach targeted segments within the market. If the station broadcasts "Oprah" and your product appeals to women, you can run your ad more frequently during that time slot. If you sell outdoor sporting equipment, you can sponsor the local Saturday morning hunting and fishing program.
