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Common problems with local TV commercials
Problem 1: Lazy Conception. It's easy to assume that a general advertisement will increase sales.
This is often not true. It's better to define a specific problem and advertise around it.
Example 1: Restaurant owners often run general advertisements, even when
they are already full on Friday and Saturday nights.
Now any resulting customers that come in on a weekend will displace exisiting ones.
This won't bring in additional money, and may serve to sour existing customer relationships.
SOLUTION: Advertising weeknight specials, or highlighting the lunch menu.
Example 2: You make products for several different markets (home, commercial, etc).
If you spend all this money on advertising, you surely want to address every market.
But trying to appeal to more than one customer group with a single commercial can be a bad idea,
as is trying to ram too much information into a 30 second spot.
The best commercials have a single, clear message. Put your best foot forward. Pick the message and the customer group that works best for your business and go with it. You can always expand later.
NEXT: Problem 2: Commercials that backfire!
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