Money is the number one issue why companies don't do enough advertising. It is important to know what you will not grow if no one knows you exist! The question should not be whether or not to advertise, but rather how to best maximize your advertising dollar.
One great way is to repurpose your existing marketing video. If you have a promo video that your made for your website, trade show or sales DVDs, it typically doesn't take a large chunk of money to re-edit it into a 30-second TV commercial! And when you do this, you are also better able to continue a consistent message through various mediums.
We recently did a promotional video for NJ Best Lawn & Irrigation, which you can see on their home page when you click on that link. When they decided to advertise on local television, we were able to repurpose that video for a 30-second spot.
Another option is to create a new campaign, but using the same production company. There is a higher cost to this, but it still allows you to keep a consistent message with similar graphics, shooting styles, etc. If you had videos done for your website by one company, and then go with the cable company to produce your TV commercial, they will look very different and might not be complimentary to each other.
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