How was your television time? Don’t sugarcoat it – you know it was more than usual. Our televisions have kept us busy more than ever as we have nothing to do and all the reasons in the world to stay home. With entrepreneurs constantly searching for opportunity amid confusion and crazy times, some have taken full advantage of the surge in television hours.
For those new to PR, it seems nearly impossible to land a segment on prime-time television. But it’s actually not as difficult as we imagine, and the current time makes it even easier to find a prime time when the prospects are high. Daytime television has seen a sharp surge, according to the Wall Street Journal, especially between the hours of 1 a.m. and 4 a.m. (when viewers are usually more at home with work than their remotes). There has never been a better time to take advantage of broadcasters’ need for compelling content. With over 4,350 shows and counts, the Wellness Hour TV show host Randy Alvarez shared how to be featured on a similar TV show – and why it’s so important to use the current times to do so.
The power of TV marketing
Consistent with the rumor that “print is dead,” many are equally concerned about television. With streaming services like Netflix, which offers ad-free television for less than $ 10 a month, and social media apps that provide hours of enticing entertainment, the thrill of watching TV seems to be a thing of the past. The Americans want to get involved more than ever. Sometimes it even means they talk on the phone and watch TV at the same time. It is easy for any laptop business owner to plug into many different media.
A note here: Gen Z and younger generations prefer their smartphones to larger screens (statistics from marketing charts show that “18- to 34-year-olds spent almost three times as much time using apps and the Internet on smartphones alone than traditional ones Watch TV). However, TV marketing is of great importance to anyone aged 34+, but the younger generation shouldn’t be left out entirely either. They are still watching, even if they are in the smaller population group.
“The evidence is in the ROI and the incredible results we’ve seen,” Alvarez noted. “When I started talking to one of my previous guests, a doctor, the first thing we did on my show was exploring the idea of TV marketing. The price for a 30-minute segment was $ 150, which they initially said no, “noted Alvarez. “They actually thought it would make his reputation cheaper – which should always be a consideration when thinking about forms of PR and branding yourself. However, since other media weren’t moving the needle as his team wanted it to, they decided to do it.
“It was one of the most lucrative moves of his career, with an ROI of over $ 200,000 in sales,” said Alvarez. “” I’ve believed in the power of TV marketing even more since seeing this in its segment. The ROI we continue to see right now is a small investment in prime-time LA television – which puts your face first approximately 5.7 million households. ”
Stories that work best for TV traction
To be clear: a TV segment does must be educational, entertaining and / or informative and also work as a poster room. Landing a TV segment is not a free pass to sell in front of millions. That’s what a commercial is for. “When you decide on a segment, it has to be clear that the content is not focused on sales,” Alvarez said. “Even if you land the segment and then head towards sales, you’re dead in the water. The viewers are muted or switched to another channel. They don’t want to see that.
“However, you can sell implicitly by adjusting the audience’s emotions. What we’ve found best is taking both an educational and an emotional perspective. For example, since we are mainly interviewing and introducing doctors and dentists, it was very effective in educating the audience about procedures and patient stories by trying to educate themselves while engaging them in an emotional act. ”
Some fear that viewers have heard it all before, especially if experts in their industry have attended. Alvarez says that sometimes the best segments are the ones that are hyper-specific. “When you think about your pitch, you should be very focused. For example, if you’re a physical therapist, your focus will be on how to relieve knee pain or any other part of the body. If you’re outside of the healthcare field and in an industry like skin care, your focus is on the best skin care systems for protecting aging skin. The more targeted and specific you are, the more memorable you will be – both for the networks you target and for the viewers. “