Want to market the way Coke and Pepsi do? Then try cable TV.
While in Atlanta recently, I met a terrific entrepreneur. (Let's call him Steve.) The owner of a chain of pet stores with 30 employees and sales exceeding $4 million per year, Steve has added a variety of products and services through the years, from boarding cats and dogs to dog obedience classes. But the problem is, this year his business has stopped growing-in fact, when we last spoke, it was $40,000 in the red. Steve will have to do something beyond his usual Yellow Pages ad to bring in new business. But what?
Cable TV advertising is the answer for a good number of entrepreneurs. It's an ideal mar-keting vehicle for businesses like Steve's-those with one or more locations in one region and a customer base that has identifiable characteristics. (In Steve's case, they're pet owners.) Advertising via cable TV is affordable, too-rates are based on audience size, and because cable TV can be bought in small geographic areas, it's cheaper than local network affiliate programming. Plus, cable TV allows you to pinpoint a specific target audience by selecting cable networks that offer specialized programming for viewers with particular interests.
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