Tuesday, May 1

Advertising on Multiple Screens

I'm dedicating all of my blog posts this week to Small Business ... in honor of my Small Business Bootcamp from last week.  If you missed it, you can still view it on Vocus here.

Today I'm tackling the big one:  television advertising.  Almost every small business owner I have ever spoken with asks me if they should do television advertising.  It's almost like there's a feeling that you're not a brand (or a marketer) unless you do television advertising.  That is clearly not the case.

There's actually been a lot of talk the last few years that television advertising is dead.  That is clearly not the case either.  Advertising is thriving ... just not necessarily by appointment on a big screen screwed into the wall.  Consumers are viewing branded video messaging on multiple screens now, sometimes all at the same time!  Advertising has become a part of the total brand experience, not just a one-off spot on an episode of "Friends."

I wrote a guest blog post today on this very topic over at CommPro.biz.

This is where Small Business can get a piece of the action as well.  It probably doesn't make sense to do a full blown television advertising campaign on network television, or on local cable either for that matter.  But what could make a lot of sense is a well-produced video that creates an experience around your brand that you post onto YouTube, your website, and on social media outlets ... asking for comments back from your target audience.  Very cost effective and likely to be effective in reaching (and convincing) your customers.

This is still advertising, just on a different screen and part of an overall brand experience.

What's your (small business) experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect for Small Business
Professor, NYU


  1. Awesome, Jim, thanks for sharing and taking part in the boot camp!