This is a question we are often asked and like all businesses it all depends on who you want to reach, what you want to say and how big your marketing budget is. Recently our client BMI Healthcare decided to explore TV as part of their marketing mix to promote their Self Pay service.
Before jumping in with both feet we worked with BMI to explore the potential of this media. Like most businesses BMI were faced with the choice between spending their limited advertising budgets on print ads, on line marketing and /or television ads. While print advertising often comes with a lower cost price than TV advertising, newspaper and magazine circulation continue to decline. On line marketing can be cost effective but on its own can get lost when you are launching a new service and brand awareness is relatively low. However TV watching remains strong, and TV advertising offers some distinct advantages over print and on-line marketing, equally it opens your brand up to the YouTube market.
Virtually every home has a TV and, unlike print publications, viewers can watch a range of networks and view advertising with local targeted stations (check out Sky Adsmart options), reaching thousands or even millions of potential customers every time the advertisement plays. While print ads reach only those consumers who buy the newspaper or magazine, which often excludes consumers seeking to limit household costs.
Television advertising also allows the business to appeal to a wide cross-section of the population. TV viewers include members from every demographic category, due to the widespread use of the technology itself. Print publications tend to attract a following among a specific subset of the population, such as political liberals or sports enthusiasts. That specific following can provide benefits of its own, but it also means print ads do not find potential customers outside of the demographic that follow the publication.
Television engages sight and sound while displaying motion. The connection of information with multiple senses aid in both learning and recall. Teachers often use audio/visual aids in the classroom to reinforce new information. TV advertising capitalises on the audio/visual learning strategy by tying product or service information to interesting audio/visual information. Print advertising must restrict itself to static visual input, such as text or a single image, which limits the reinforcement potential. On line banners allow for more creativity than print but has design and copy restrictions, equally it is hard to make an emotional connection from a banner advert.
Commercials deliver advertising messages quickly. On average, a television commercial spot runs 30 seconds (our BMI advert is a 30 second one). In the space of 30 seconds, an effective TV spot delivers a brand image, informational content, emotional content and action content.
In our BMI advert we were able to show case all of these by showing a logo, introducing the BMI branding, bringing together their brand assets in a creative memorable way, communicating a call to action through an interactive phone visual, and gaining an emotional connection with the brand through choosing the right voice and music.
Print and on line banner advertising cannot achieve all those elements in less than 30 seconds, as it requires more text to convey informational and emotional content than with an audio/visual medium.
If you are thinking of TV as part of your marketing mix, then speak to us, we are ready to discuss in more detail the pro’s and con’s of TV being part of your marketing mix.