Most small-to-medium-sized brands struggle with limited advertising budgets compared to the giants, such as Coke, McDonalds, Home Depot, or Wal-Mart. But, that doesn’t mean a small brand has to struggle with small thinking. The key to growing a brand is to expand advertising reach and attract more light buyers. Reach the masses, rather than preach to the choir.
Yet, too many marketing executives play it safe by restricting their advertising to targeted segments of homogenous consumers. They market to the same audience over and over, then wonder why they’re not gaining marketshare. For example, digital ads are continually purchased that target a narrow segment of the population. Print ads are purchased with magazines or newspapers that have a shrinking circulation. Expensive publicists are re-hired after they fail to land national media coverage and settle for small market shows.
One medium continues to offer the best opportunity to reach a wider audience at a reasonable price: television. But, the idea of paying for TV ads makes some small and medium brand managers shudder and think, “The price is too high…”Ad response can’t be tracked”…“Television is a dying medium compared to online options.” Au contraire…
The truth about TV ads is that they can often be purchased for less than $.04 per viewer, which is a bargain compared to some options that reach a smaller audience. In addition, people still continue to watch a LOT of live television. For the truth, note the recent statistics from the two graphics shown below (shout out to the Ad Contrarian for this eye-opening data):
If you want to grow your brand, whether it’s books, gifts, food, financial services, or anything else, you must advertise to a wider audience. Don’t let small thinking keep your brand small. I’m not saying that buying TV ads is for everyone. But, I am saying that you should work off of the truth, and avoid ruling out any advertising option until you fully examine the opportunity first.
