Equally experienced with small budgets and large campaigns, Scott Walker focuses on promotions for small businesses. Blending social media with traditional marketing, he helps small businesses reach customers who are looking for their products and services. Walker founded Due North Marketing Communications Inc. in 2004, returning to the private sector after nearly a decade of public service, including directing a $10 million annual health marketing program for the State of Michigan. Previously Walker enjoyed a career in broadcasting and instructed at the university level as an adjunct professor in broadcast news and marketing communications.
What led you to write TV Advertising for Small Business?
We saw some of our clients buy TV advertising packages without blinking an eye. And these were pricey packages, especially for small businesses. These clients were so taken with the thought of seeing themselves and their business on TV that they didn't give it a second thought. Don't get me wrong - the TV stations delivered what they said they would in terms of the number of spots they aired. But it wasn't what these businesses needed and it didn't help them. We thought that small business owners needed some insight into TV advertising before they spent thousands of dollars on something that may produce no return at all.
Do you think small business owners should forget about TV advertising?
Not at all. In fact we've recommended TV to several of our clients and produced spots and placed buys for them. But before they buy there are a lot of things they need to know about TV advertising before they make such a large commitment. This book covers those basics.
The account executive made TV advertising sound like a great way to take your business to the next level. But your head is spinning from all the jargon. And will it really help you produce more sales? Before you sign on the dotted line find out more about ratings, TV ad costs, how to use classic TV ad techniques, types of TV spots, TV production and how to buy TV advertising like a pro.