Targeting your customers.

A critical part of any successful television advertising campaign is targeting your customer accurately. Good targeting not only ensures that the best potential customers see your ad, it uses your budget wisely—spending your ad dollars reaching people you service.

Thanks to our revolutionary technology, you can now target both television and online advertising down to the neighborhood level and to the right demographics in as large or small an area as you want. Here are 4 simple things to think about to help you target efficiently and create the most effective airtime schedule for your business.

1. Who is your customer?

You know who your customers are. Using factors like age, gender, income, and area of residence, you can narrow your advertising to your best client prospects and avoid the cost of advertising to people who are less likely to buy from you. TV and radio stations sell advertising time based on demographics, and knowing which demographics watch which channels at which times. The better you know your demographic—your customer—the more precise your advertising.

Read more about identifying your customers »

2. Where does your customer live (or work)?

Determine how far your clients will travel for your services and advertise within that area. Just like identifying your best demographic, the more you focus your message on reaching only those clients who are likely to travel to your location, the more cost-effective your marketing expenditures will be. For instance, if your business services Burbank, CA, you should advertise online or on TV in Burbank, instead of covering the entire Los Angeles metro area.

3. What is your objective?

Different objectives require different advertising strategies to be effective. Do you want to build awareness of your new business? Do you have a special promotion or sale you're offering? Or do you have a call-to-action ad designed to get the phone ringing? Knowing your objective helps you determine the right advertising platforms, as well as the right places in which to advertise. It also helps you build the right type of ad.

4. How long do you need to advertise?

Your campaign length will generally depend on your objective. Choosing the right campaign length is important to ensure that you create the right amount of awareness—prompting viewers to recognize your company and consider buying your product or service. The longer you run your ad, the greater the number of people who will remember you and potentially become your customers. Often, three months is considered the minimum length of time to start building awareness and momentum for a new business. However, a limited time offer may only run for a few weeks leading up to and during the offer. Think about what your objectives are as you build your campaign.