Imagine seeing your television commercial during the local news; your brand name resonating in homes throughout the greater metro area. But, you say, your revenue comes mostly from commercial accounts and television advertising is just for generating residential business… then this article is for you.
Television — like radio, newspapers, magazines, and other media– is simply a tool to distribute your message to an audience. Sure, one of the primary benefits of any mass media is to reach your targeted audience at the lowest cost. But bean counting aside, what if there are other reasons to use television or other mass media to generate B2B leads?
Your best commercial prospects are also consumers.
Corporate decision-makers may be key players by day, but when not at work, they’re consumers who are influenced by the same high-impact, persuasive messaging we all see. Advertising on television can be a particularly effective way to reach commercial decision-makers at home, when they are in a relaxed environment with their professional guard down, and possibly more open to considering services that could benefit their professional roles. Promoting your brand through mass media not only escalates your brand’s credibility but also sets you apart from competitors, planting your business firmly in the minds of those who hold the purse strings.
They’ll never be prospects if they don’t know your name.
At the top of the sales and marketing funnel is the “Awareness” stage, where the primary goal is to introduce your brand to potential commercial prospects. This stage is crucial for capturing the attention of your target audience and setting the stage for further engagement. The strategy here revolves around making potential customers aware of your company’s existence, the services you offer, and what sets you apart from competitors.
By its very nature, television and other mass media casts a wide net. Your advertising will reach your targeted decision-makers and also their influencers and superiors, maximizing visibility and brand recognition throughout the prospects’ decision process.
Why Consider Television Advertising for Commercial Accounts
In addition to “Decision-Maker Reach,” advertising on television, even when most of your revenue comes from commercial accounts, can be a strategic move for several reasons:
- Brand Awareness and Credibility: Television is recognized as a powerful medium for building brand recognition and credibility. To quote Marshall McLuhan, “The medium is the message.” For businesses targeting commercial accounts, appearing on TV can lend an aura of legitimacy and scale, signaling to large commercial clients that the company is a serious player in the market.
- High-Impact Messaging: TV allows for dynamic, high-impact messaging through visual and auditory content, which can be more memorable and persuasive. This can be crucial for conveying the professionalism, reliability, and quality of services offered—key aspects that commercial clients look for.
- Differentiation from Competitors: If competitors are primarily using digital or other forms of advertising, a well-placed television campaign can differentiate your business and improve top-of-mind awareness among potential commercial clients.
- Integrated Marketing Strategy: Including television in a broader, integrated marketing strategy can increase overall campaign effectiveness. For instance, TV ads can be used to drive viewers to digital platforms for more detailed information, thereby supporting lead generation efforts. We know that Cost-Per-Click and other digital metrics often improve when television campaigns are running.
Challenges and Considerations
While television advertising has many strengths, there are specific reasons why a home services company may choose not to use it for generating B2B prospects:
- High Cost: Television advertising is often more expensive than other forms of marketing. The costs include not only airtime but also production, which may involve scripting, actors, filming, and editing. Click here to see examples of highly effective, low-cost television commercials.
- Lower Engagement and Tracking Difficulties: Television does not allow for direct interaction with the audience, making it challenging to engage prospects in a meaningful way or to track the effectiveness of a campaign in real-time. In contrast, digital platforms offer interactive capabilities and detailed analytics to measure engagement and conversion rates accurately.
- Shift in Viewing Habits: The shift in media consumption from traditional television to digital platforms like streaming services means that fewer business decision-makers may be reached through traditional TV advertising. This shift is especially pronounced in younger demographics, who are more likely to influence or make purchasing decisions in modern businesses.
- Wide Geographic Reach: Television advertising, with its wide geographic reach, may not be the most strategic choice for a home services company if their service area is limited to a specific locality. This broad exposure can lead to advertising spend on audiences outside the company’s operational region, which does not contribute to potential customer engagement or sales.
For these reasons, while TV can increase general brand awareness, it might not be the most efficient or effective medium for generating B2B leads specifically. Instead, B2B marketing efforts might see better results from targeted digital campaigns, direct outreach, and industry-specific publications.
The Shift to Streaming TV
Streaming TV represents a significant evolution in the way companies approach media buying and audience engagement. This modern advertising medium offers several compelling benefits, particularly its targeted advertising capabilities. Unlike traditional TV that casts a wide net, streaming TV advertising allows for precision targeting based on viewers’ demographics, viewing habits, and even specific interests. This level of specificity ensures that ads are shown to audiences who are most likely to be interested in the product or service, increasing the relevance and effectiveness of the campaigns.
Another significant advantage of streaming TV advertising is its cost-effectiveness. With traditional TV, advertisers often pay hefty sums for prime-time slots without guarantees on viewer engagement. Streaming platforms, however, allow for more flexible pricing models based on actual viewer engagement or more defined audience reach, making it a more budget-friendly option for businesses of all sizes.
High engagement levels with streaming TV ads stem from their integration into on-demand and streaming content that viewers choose based on their preferences, which means the ads they see are often more engaging and less intrusive. This increases the likelihood of viewers watching the ads without skipping, enhancing brand recall and potential conversion.
Conclusion
Given these factors, television advertising can make sense for home services businesses heavily reliant on commercial accounts. It provides a multi-faceted approach to reaching and influencing key decision-makers, boosting brand visibility, and enhancing perceived business legitimacy and market presence. However, it’s crucial to consider the cost-effectiveness relative to other marketing strategies and ensure that the TV advertising strategy is well-aligned with the business goals and target audience characteristics.
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Ready to elevate your home services business with targeted, effective marketing strategies? Contact Lonsbury Consulting today to discover how we can customize a plan that fits your unique needs and helps you capture both residential and commercial markets. Let us help you make informed decisions that drive success. Visit our website to schedule your consultation and take the first step towards transforming your marketing approach!
Note: Lonsbury Consulting is an independent entity, unaffiliated with any media outlets, ensuring our recommendations are free from external influences. We are not proponents for any specific advertising medium, including television. Instead, we focus on crafting tailored marketing strategies that align with the unique circumstances of each client. While television advertising might not be the ideal solution for everyone, our experience with home services businesses has shown that it can effectively generate both B2B and B2C prospects when aligned with the right strategic goals.