Since when does it make sense to advertise a TV station to someone driving in their car? Correct me if I'm wrong, but most drivers can't turn their TV on until they've parked their car, gone into their living room, or turned on their mobile device and long since forgotten about your radio ad or bus billboard. But every Spanish language TV station does it. OHH and radio.. I guess those are the only vendors who will work a trade? Stations need to get a lot more savvy if they want to win the ratings game.
As a former Spanish broadcaster, now turned Hispanic marketer. I have a few outside the box suggestions for stations to consider:
- Ever thought of advertising your station/s with direct mail? There are three reasons why this is the BEST way for a station to gain viewers, but nobody does it. It's just not sexy enough… But it will work miracles with ratings.
- Also, websites? mobile? 45% of Hispanics have smart phones and over-index with social-media usage. So why aren't Spanish TV stations using it? Few broadcast managers are online-marketing savvy enough to recognize the huge opportunty online advertising could yield for their stations.
- Channel position is everything, but few Spanish stations can maintain one channel number across broadcast and multiple cable and satellite providers to advertise with. So they comically plop 4-5 different channel positions on a radio ad. Look, If I'm not in front of my TV, I cant remember all those different channels, 30 minutes later when I get home. Believe me, there is a better way...
After all, this isn't their business, so you can't blame sales managers for wanting to trade for radio spots and billboards (perhaps the most wastefull marketing tactics a station could use.. yet the standard fair for TV staitons.) And It's hard to justify a full-time marketing employee.
So hire us to do it for you. It starts with a phone call to Hispanidad. I'll be happy to share with you those three reasons for direct mail when you do.
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