Cut the cost of TV advertising down to size.
By Kim T. Gordon
While in Atlanta recently, I met a terrific entrepreneur whom I'll call Steve. The owner of a major veterinary clinic with 60 employees and grossing over $4 million a year, Steve had added a variety of services, from pet grooming, which he subsequently discontinued, to boarding of dogs and cats and sales of pet supplies. The problem was, this year his business had simply stopped growing and in fact was $40,000 in the red. It was clear to Steve he had to do something beyond his usual Yellow Pages ad. But what?
Cable TV advertising is an ideal marketing vehicle for businesses like Steve's with a single location and a customer base with clearly identifiable characteristics -- in this case, they're pet owners. Television advertising rates are based on audience size, and since cable TV can be bought in small geographic areas, it's more affordable than local network affiliate programming. It's also easy to pinpoint a specific target audience with cable TV by selecting cable networks that offer specialized programming to reach viewers with particular interests.......[read more after logging in]