marketing matters
TV Or Not TV
by Murray Raphel

The TV advertising advantage is that you quickly reach so many homes on a one-on-one basis. More than other media, it provides instant identification.

Many businesses are, however, reluctant to go on TV because of the cost and production challenges.

Most local stations will come to your business and produce an ad if you commit to an ad plan.

You can also work with companies that have commercials for eyecare products and insert a message about your store at the end. Or, you can work with an independent company to tape your commercial.

Before you launch into your adventures in TV advertising, here are some tips.

1 The picture tells the story. Can you turn off the sound and still know what's being sold?

2 Demonstrate what you can do. Show your selection of eyewear. Highlight your sunglasses and talented staff.

3 Keep it real. Testimonials are effective on TV, but don't script them. If the people you choose don't look like models, they look more genuine.

4 Don't mention the competition. You risk viewers remembering their name, not yours.

5 Be ready for a close-up. Close-ups of the face are effective. Just like selling face-to-face.

6 Mention the company name up front. Then repeat it again and again, especially at the end.

7 Grab the viewer's attention quickly. The beginning of your commercial is like the headline of a print ad.

8 Don't plan on revisions. Commercials are expensive to edit, so look at the storyboards carefully and make changes before production begins.

9 Limit summer frequency. TV viewership drops 17 percent during the summer, but you pay the same rate.

10 Think about your audience. With cable, you can focus on a particular market. Check with your local station for demographic information.