Help Your Business Shine In The New York Metropolitan Area

While folks from the heartland of America mightcontact to include and introduction and a
believe the Big Apple is simply New York City andreinforcement of its message for people who already
possibly Long Island, those of us who live in the Newknow the business.
York Metropolitan Area know better. When theThe individual sales message might change over the
Census Bureau last looked at the population numbersyears, but the reinforcement of whom, where and
in 2005, the NY-NJ-CT-PA Combined Statistical Areawhen must always be in place.
(CSA) had just under 22 million residents, comparedVideo Makes A Difference
to New York City's 8.2 million.Many small businesses tend to go to print and radio
The NY-NJ-CT-PA Combined Statistical Area actuallyadvertising first to get their feet wet. While both are
covers 30 county jurisdictions located in these fourgood and can reach certain consumers, television
states. The Tri-State Area as it is commonly knowngenerally reaches a larger audience.
(sometimes called the Tri-State Region) is comprisedThe added advantage of video dissemination of a
mostly of counties in New York, New Jersey andcompany's sales message is that the consumer can
Connecticut - only one of the counties is located inbe reached with audio and visual presentations. Even
Pennsylvania.if the television viewer is not watching your
The Census Bureau tells us that one-in-fourteenmessage, they can certainly hear it in the
Americans live in the New York City Metro area. Inbackground. The advertising industry has traditionally
fact, the population of NYC proper is larger than thatcited video as being a more effective means of
of 39 of the U.S. states.conveying a sales message.
The Challenges Of Doing Business In America'sWhen developing a video advertising campaign for
Largest Metrotelevision, it is important to understand the
All businesses, large and small, have one commonimportance of both video and audio in the message
problem. The problem that faces business owners isdelivery process. Apryl Duncan, the advertising expert
how to get their sales message out in a congestedat About, recommends that one should see their
marketplace. There is no area in the United Statestelevision commercial with the sound off and listen to
more congested than the Big Apple and itsthe message without looking at the video element.
surrounding suburbs.She advises that consumers should be able to,
To an outsider, NYC might be block-after-block of"identify the benefits of purchasing a product" just
apartment buildings and small tenements withfrom the audio and just from the video.
mom-and-pop shops at street level. In the fiveVideo Advertising Is Not As Expensive As One Might
boroughs of N.Y. City, the Bronx, Brooklyn,Suspect
Manhattan, Queens and Staten Island, one can findWith a minimum of three-dozen television stations
neighborhoods that look as they do in the movies,located just in New York Metro Area, businesses will
but single-tenant housing is just as common asfind an overabundance of television advertising
apartments and condominiums.available at a wide range of prices. TV advertising
Neighborhood mom-and-pop stores usually rely oncosts range so much that nearly every
their neighbors to keep their doors open, but havingbusinessperson can afford to invest in the television
a neighborhood store or restaurant is no guaranteemarket.
of a business' success. Many mom-and-pop's have toFor most, finding the right ad agency or video
turn to local advertising in order to keep their ownproduction company to help them develop their
businesses alive and growing.television ads might be their biggest expense. But,
Out in the suburbs of the NY metro - in places likewhen one factors video production costs over the
Bridgeport, Connecticut, Newark and Trenton, Newlifetime of the ad campaign, the cost factor is low
Jersey - advertising is as essential as a telephone andenough to make it an affordable investment for
electricity.most small-, medium- and large-companies.
Advertising Is More Than A One-Trick PonyIf a company is able to develop an "evergreen"
Many small business owners have a misunderstandingadvertisement - one as effective five years from
of the role of advertising in their business. Over thenow as it is today, no matter the season - then the
years, I have heard many people say that they "hadvideo ad will pay for itself over many years. Although
tried advertising once, and it did not work." Thisthe development of a good "evergreen" ad campaign
shows a real lack of understanding about the role ofcan produce long-term sales results, most large
advertising in business.businesses and major corporate clients tend to
We already know who Pepsi and Budweiser are inupdate their commercials every couple months. For
the beverages industry, and we recognize Kellogg'sthe corporate advertiser, keeping their message
and Campbell Soup in the food industry, so why dofresh is just as important as creating a sales
they keep showing us their advertising? Simply put,message that will produce results.
these major corporations have recognized that theIn Conclusion...
fickle consumer needs to be reminded constantlyWhether you are new to television advertising or an
why they should buy a product and where they canold pro, finding the right advertising agency or video
buy it. The only way they can remind us of theirproduction company to serve the needs of your
corporate identity is to keep bringing their messagecompany will help increase your sales and more
into our lives.importantly, improve your bottom line.
In the beginning, consumers need to be introduced toIf your business serves the NY Metropolitan Area, in
a business and its sales message. Once the businesseither New York or New Jersey, please consult with
has been introduced, businesses need to understandone of the companies listed below. Either will be able
that there remains potential customers who have notto help you meet your own advertising agency and
heard of their business, so it is important for eachvideo production needs.