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Media Magic

The power of television can make your business a star

By Rose Burge

Reprinted with permission from Aura Magazine

People who embrace holistic views, spirituality, healing, wellness, global vision, and self-discovery don’t watch television.

At least that’s what Bucky Sparkle thought before he started advertising on local cable.

"Most of the customers who frequent New Age stores are not big box shoppers, they don’t go into the mall, and they try to live in a more simple way," says Sparkle, who along with his wife, Emily, owns Inspirit Common, a unique mind/body/spirit center in Hadley, Massachusetts. "The hard sell is going to drive these people away, and bells and whistles are going to lose their attention."

As well as being a yoga studio, healing space, and learning center, Inspirit Common also sells thousands of metaphysical and magical items, including crystals, incense, books, music, jewelry, and statuary from around the world. Having been in business only a short time, and with an out-of-the-way location, Sparkle’s advertising goal was to raise awareness of what the store was all about.

In the sprit of being an "alternative" retailer, Sparkle created a 30-second commercial with the help of a local production company, showcasing the beautiful displays and colorful products that form the core of the store. The bold imagery is connected with expressive text: simple, descriptive words such as "honor," "adorn," "breathe," and "relax."

"We wanted to convey a peaceful, calm feeling and the beauty of our store, but not in a way that was loud, obnoxious, and stereotypical of a lot of other commercials. We wanted it to be simple and serene and people really responded to that."

The Inspirit Common commercial first ran during the holiday season on shows such as The View, 30-Minute Meals with Rachel Ray, and Barefoot Contessa, programs you’d think might be popular with shoppers of mind/body/spirit products and services.

"Not a lot of our clients are big into television and they’re very selective about what they watch," Sparkle points out.

It might seem like miscasting, but the channel with the best ratings was Comedy Central, the irreverent home of The Daily Show with Jon Stewart, a satirical news show that reports on the foibles and hypocrisy of the real world.

"Even though it’s comedy, it’s a news source and it has a lighthearted perspective," Sparkle notes. "A lot of our customers are well-versed on what’s happening in the world at large, but at the same time they try to unplug from mainstream media as much as much as possible because it tends to promote ill-will and fear."

The response from viewers was unparalleled. Previous radio and print advertising generated sales from the local area, but the magic of television brought in people from within a 45-minute radius of the store.

In terms of bringing new customers through the door, cable television proved to be the strongest cost per lead. Inspirit Common saw quadruple the number of new faces once their ad started airing.

"Drawing people in with cable advertising really made a difference," Sparkle says.

Advertising on cable television is surprisingly affordable. Cable companies sell packages of spots within specific time windows. Rates vary depending on the time of day, the show's ratings, and distribution area. Thirty seconds during Animal Planet reruns after midnight might cost less than five dollars; primetime slots on CSI, considerably more.

Local cable advertising has become one of the best media buys in terms of reaching a specific audience, says Jeff Dobkin, a direct marketing consultant and the author of How to Market a Product for Under $500. "If you’re shooting for local demographics, you can specify neighborhoods right around your business location with subscriber lists as small as 10,000 households."

While most commercials you see on cable programs are national ads for major companies, four to six slots per hour are made available to local advertisers. Greg Bennett, vice-president and general manager of Comcast Spotlight in Seattle, Washington, says new networks are being added all the time to meet increased subscriber demand. That translates to more airtime available to advertisers – and an increased opportunity for them to hone in on just the right viewer.

With an average of 50 different channels on basic cable, advertisers are able to pinpoint a precise demographic by selecting cable networks that offer specialized programming. According to the Jack Myers Media Business Report, the top networks for local commercials are TBS, TNT, USA Network, Lifetime, Fox News, CNN, Discovery, and HGTV.

The most expensive part of the production process is the upfront cost of making a professional commercial. But don’t think in terms of Hollywood razzle-dazzle – there’s no need to hire Wilfred Brimley to pitch your products or have George Lucas create some high-tech special effects. Be creative with what you’ve already got. The in-house production department at your local cable provider can give you ideas and create a first-class 30-second spot for usually under $1000. You may even be able to get the commercial produced for free as part of a larger package deal.

Elysian Fields Books & Gifts for Conscious Living, in Sarasota, Florida, has used television advertising as part of their marketing plan since 1996 and owner Kim Perkins says the format has proven "wonderfully successful."

Befitting the character of the business, the Elysian Fields commercials are low-key and sophisticated, featuring simple footage of the store with Perkins’s accompanying voice-over that talks about the different services offered and items for sale. They’ll often add tags on the bottom of the screen announcing special events and promotions.

"You can’t say a whole lot in 30 seconds, but we talk about the relaxing atmosphere, being able to find great gifts and wonderful books, and we show the different sections of the store while we’re talking about them," Perkins says. "It’s the visuals that draw them in."

Variety is key to any successful marketing campaign, and Perkins suggests airing a commercial on three or four different channels at a time and then switching things up to appeal to a diverse audience. Viewers can see the Elysian Fields commercial everywhere from local gardening shows to network series such as VH1’s Behind the Music and the NBC drama Medium, about a woman who uses psychic powers to help local law enforcement.

"For every person who says something about our ad, there are almost certainly others who’ve seen it who don’t consciously realize that’s what made them think about coming to the store," Perkins says.

"When you have a lot of ads out there, and you’re on a bunch of different channels, the perception is that you’re really successful."