Communicating with Prospective Customers/Clients/Patrons/Patients
1. Choosing a Comcast zone or other exposure (maps)
a. To consider — budget, demographics, marketing radius
b. Is the new AT&T “zone” relevant?
c. Taking into account DirecTV or The Dish for the SF Bay Area
2. Considerations for Deciding on a budget
a. 30 sec. commercial costs for airtime and production
Other options – 20 seconds, 15 seconds, 10 seconds
b. Getting a clear investment strategy > TOMA: 30 seconds to 15 seconds
(TOMA: “Top of Mind Awareness” ~~ on the part of viewers)
3. The Process of Building a TV commercial
Scripting
a. Verbiage — How many words to use
b. Scenes — How many scenes vs. the message
4. Deciding on coverage for the budget: Demographic considerations
a. Networks impact: female, male, age, education, income
b. Choosing the most economical dayparts
If targeting women, the correct daypart can show 6 times the cost efficiency vs. prime time
c. How to measure impact
Reach and frequency
5. Other considerations
Marketing avenues: reinforcing the investment
a. Using old media in conjunction with TV
Direct mail (postcards), newspapers, bill boards, Valpac, door hangers, etc.
a. Using Social Media/New Media with TV
Texting
Facebook, Twitter, etc.