Television advertising is still one of the most effective ways to get a message out to an audience as a business owner. Here is a look at some of the biggest mistakes you must work to avoid with TV advertising efforts.
Mistake: Not making sure the advertisement matches the brand personality.
A television advertisement is going to give your target audience a visual look at who you are as a company and as a brand. If the imagery, voice, and content used do not match your brand personality, it can really be detrimental to your marketing plans. In fact, mismatched TV advertising can send buyers off in another direction. Lack of planning and insight can lead to creating media content that does not match your brand image.
Mistake: Not doing enough prior research to find the best advertisement placements.
When you have a TV ad created and ready for placement, the next task is to determine when and where the content should be used. Working with various stations to get your content on their channel is important, but you also have to do your research to figure out where your ad will be most effective. For example, it wouldn't be all that logical for an ad for a makeup product to be run during Sunday afternoon football games. Look at your target audience, research their daily habits, and pick up time slots for your content that coincides with their lifestyles.
Mistake: Not using professionals to do the acting.
Most people are not natural in front of a camera; it's just part of human nature. You can have a perfect script to follow, but if you are not accustomed to being on camera, you can come across unnatural. Unnatural acting can be a huge turn-off for customers. If your advertisement involves people, take the right steps to get the professionals to do the job.
Mistake: Not allocating enough funds from the budget to cover the costs.
While there are a lot of ways you can create content for television with a small budget, it is critical that you do not underestimate the costs. Good content should include:
- In-depth prior advertising planning
- Professionally created imagery
- Professional voiceovers or actors
- High-quality video-creation equipment
- Proper editing
Once the piece has been created, you also have to have enough in your budget to cover the costs of paying for the content to be used on whatever channels or stations during pertinent time slots.