Should You Be Advertising on Local TV?

You see others on TV and you wonder: Am I missing out on phone calls and website hits, new clients and more profit? Isn’t TV at least worth trying? But would I have a reasonable chance of success? Is it worth risking my money to produce and run a TV spot to find out if it works? And how much money would we be talking about here?

TV is going through dramatic changes

TV: So Many Choices!
There are hundreds of broadcast, cable and internet channels and programs for viewers to choose from. We are bombarded with an overwhelming clutter of advertising messages — as many as 5000 a day. We mute TV commercials or zip past them. We even buy TV programs off the web to completely avoid them. Makes you wonder how anyone makes money from TV advertising these days! Yet people obviously do, or they wouldn’t keep doing it.

Some do it by using “branding” — also known as “image” advertising. The idea is to propagandize people over a long time in order to position yourself positively in their minds. Big companies do this. It’s the advertising you see at night on prime-time television. Others try to get immediate response from the viewers. If possible, get them to pick up the phone and call right now! This immediate response style of television advertising mostly runs on local stations in daytime and it has been the speciality of my agency since 1988.

Gary Davis Media - Austin, Texas

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Gary Davis

This website is supported by Gary Davis Media, an Austin, Texas ad agency founded in 1988.

My clients have been owners of professional practices and other small businesses. I produce TV spots for them which we run on local TV stations in one or more cities. I have always had clients who wanted phone calls now, from prospects they could then turn into new clients or customers. They wanted “immediate response”. Most of the time I got it for them. It is this “immediate response” TV commercial — designed to produce phone calls and website hits now — that we will mostly discuss here.
My specialties, since 1988:

Take a look around…

I am going to share with you some of what I have learned. I’ll try to give you a running start as you launch into producing and placing your first TV commercials.

So, let’s get started: Do you really have a good “TV offer”? How would you actually turn it into a 30-second TV commercial? Would it be better to use an ad agency, or work directly with TV stations? What TV programming would you buy? How do you test a commercial without destroying your bank account before you even know if it works? And what if it does work? If phone calls and website hits really start to come in, how do you take advantage of them? We’ll get into all of that, and more.