Not All TV Marketing is Created Equal

April 12, 2013 by

Kristi Piehl Media Minefield Founder and CEO

By Kristi Piehl
Founder/CEO Media Minefield, Inc. 

I worked as a TV news reporter/anchor for more than a decade and regularly experienced the profound impact local TV news can have on a community. For small business owners in particular, the medium has the unparalleled ability to drive visibility, boost credibility and attract new clients in their local communities … if it’s done correctly.

The savviest business owners and marketers know that being positioned as an experienced professional in a TV newscast is more valuable than any 30-second commercial.

Not all TV appearances are the same. So, if a company claims they will put you on TV, I want you to ask them these five questions:

Will this segment actually be on broadcast television?
At my company, we are huge fans of the Internet and social media and their marketing potential. But, if you’re interested in maximum visibility, credibility and reach – broadcast television remains king. It’s not even close. Online distribution is fantastic for niche audiences. But, it’s rare for a single video on YouTube to reach the amount of people you can reach on broadcast television. Plus, a credible TV interview is a valuable asset that can be leveraged on social media.

What time will this segment air?
Unless you are selling sleeping pills, people watching TV at 2:00 a.m. are probably not at the top of your ideal client list.

Where will this segment be broadcast?
At first, it may seem that national distribution of your message is the best. However, ask yourself …  where are your clients? Why are you paying to be placed on a network that airs in California when 90% of your clients are in Virginia?

Who will be interviewing me?
For you to gain maximum credibility, the interviewer needs to be a well-known journalist in your local community. Viewers will attach the respect they have for a TV personality to you. If you’ve never heard of your interviewer or the news program, odds are your potential and current clients haven’t either.

How well-known is the broadcaster’s brand? 
Everyone can name that TV station in their town that “everybody watches” or has “been around forever.” You want to appear on these stations. The station’s longevity, reputation and influence will rub off on you and have a direct impact on your credibility.

Don’t let this discourage you. Being portrayed as an experienced professional on local TV news is one of the best marketing tools available. It can be extremely beneficial for your business … and a lot of fun!

Financial Professional Robert Baltzell is interviewed on KY3, the NBC-affiliate in his hometown of Springfield, Missouri.

Financial Professional Robert Baltzell is interviewed on KY3, the NBC-affiliate in his hometown of Springfield, Missouri.

Financial Professional Scott Walker (right) talks about retirement with a local TV News anchor on the heavily-watched CBS affiliate in his hometown of Wichita, Kansas.

Financial Professional Scott Walker (right) talks about retirement with a local TV News anchor on the heavily-watched CBS affiliate in his hometown of Wichita, Kansas.

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