Page 0059

Page 58 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Add to that the high cost of production. A

poorly produced ad on television reflects back

on the retailer in a negative way. Even if you

could afford to have your commercial professionally

produced, you probably can't afford to

run it often during those prime viewing hours

when your customers sit before the tube.

Some retailers use cable television advertising

as a more cost-effective way of reaching their

audience, running a series of ads on the channel

or during the program that has a direct connection

with their core business. It makes sense

for the crafts store to advertise

during the "How

to Paint" half hour, and

for the hardware store to

state its case during the

home improvement show.

But even these targeted efforts can prove costly

for the retailer on a limited budget. And the impact of

the advertising may not be measurable

for some time. You're better served by trying to

wrangle a guest appearance on the local talk

show to discuss basic techniques. Or to spend

your time and money putting together your

own instructional program to air on the local

cable-access channel. Later on, when your business

is well established, you can afford to

spend for TV advertising. In the beginning,

your money may be better spent with radio.

One of the nice things about radio is that it's

easy to segment the market. There are as many

station formats as there are customer types:

jazz, rock, adult contemporary, easy listening,

gospel, all news, all talk, all sports, country, etc.�

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www.promotionalrewards.com

Pen/Highlighter

Combos

77¢

32oz.

Sports Bottle

73¢

Pens

11¢

Large Variety of

Rulers

11¢ +up

Dozens of

Printed Bags

19¢ +up

Made

in

USA

Shop by

• Price

• Event

• Industry

ATTN: TRADE SHOW EXHIBITORS:

Premiums & Giveaways for your Clients

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