One of the challenges regional advertisers face is knowing when and how to use TV. Targeted cable buys make it easier for clients to afford broadcast advertising. But producing the spots is a whole other matter. While a local sporting goods store may run a spot on the local buys of MTV or ESPN, it still is being aired and compared to the national spots running around it. If you're advertising a local restaurant, how can you create a spot that competes against the Olive Garden spot running right after it. (Let's assume, of course, that when it comes to the quality of the food, there is no contest!)
It is a difficult dilemma. I was lucky enough to have a camera store client with an attic full of home movies. One of their spots won a $10,000 cash prize as the best retail advertising of the year from the Photo Marketing Association of America. http://www.jbaroncreative.com/photo.htm
And I'm proud to point out that my ex-partners at Rattle Advertising have done a great job creating a funny and smart campaign for Kittery Trading Post, a famous outdoor store just over the Maine border. http://www.youtube.com/watch?v=Id00cClREn8
If you're thinking of advertising on local TV to build your business, don't just think about the media buy. Think about a production budget, too. No one, except maybe a fixtures salesman, is all that interested in seeing another local cable company produced walk around your store or another owner pledging their commitment to service. On TV, you are up against the big boys with the big budgets. When you can't outspend them, out think them.
Find a way to make people smile and they'll find a way to visit your store.
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