Small businesses and startups have unique opportunities to shine in the bustling world of television. From leveraging subtle product integration to showcasing products on popular TV shows, learn and discover how TV shows can catapult your business into the spotlight, with real-world examples to guide you.
1. Leverage Subtle Product Integration
TV shows create opportunities for product integration. This is possible through in-show integration that passes a subtle promotion message. It provides natural exposure and awareness to the audience watching the TV show. Another way is by using the featured-use strategy, where the use of the product is made part of the storyline. This makes the viewers have an emotional connection with the product. They associate it with the positive aspects of the show. This makes the brand visible and acceptable to the target audience.
Leah Wanjiku Gathoni, Associate Product Manager, Locklizard Limited
2. Local Business Unintentional Exposure
One example of this is that there’s a local pizza restaurant in my area that’s popular with the employees at the studios, so sometimes its pizza boxes appear in clips of TV shows with large audiences. It’s unclear if this is a sponsored promotion or if the pizza boxes are just there because of the restaurant’s fans, but it is possible to run sponsored promotions like this.
Eric Novinson, Founder, This Is Accounting Automation
3. Maximize Regional TV Features
Being featured even on small regional television can have a powerful effect on your reputation. There’s nothing more powerful than recommendations to get new clients, and a television feature is the ultimate form of recommendation—both in the original broadcast and as social proof to share in your advertisements. So be sure to record that coverage; you can reuse it in many different ways to demonstrate your value to others.
Jeremy Ross, Publicist And Speaking Coach, Prestige Publicity And Marketing LLC
4. Collaborate With Industry Influencers
TV shows can be a huge boost for small businesses and startups, providing exposure that goes far beyond traditional advertising. When I had the opportunity to work with Scott McGillivray on HGTV, it opened doors I hadn’t considered. Being featured alongside a well-respected guy in the home renovation industry not only showcased my work to a national audience but also built instant credibility.
This helped lead to new clients and networking opportunities that ultimately grew my business. The visibility I gained from the show helped position me as a trusted expert in my field, and the impact has been long-lasting. For any business, getting involved in TV or media can be a game-changer. It’s all about connecting with the right audience at the right time.
Joe Caito, Owner, Bison Renovations
5. Utilize Product Placements And Sponsorships
TV series may effectively allow startups and small enterprises to expand and gain visibility. Typical tactics include product placements, sponsorships, and guest appearances. For example, a new tech company may collaborate with a well-known science-fiction program to present its cutting-edge device.Â
In addition to increasing website traffic and brand recognition, this exposure may result in notable improvements in revenue. Furthermore, some programs include small businesses in competitions or segments, providing a special opportunity to present goods or services to a large audience.
Dhari Alabdulhadi, CTO And Founder, Ubuy Kuwait
6. Engage Audiences With Emotional Storytelling
For small businesses and startups, TV is a great way to get your name out there in a way that’s as broad-reaching as it is engaging. Shows, especially those that are entrepreneurship-focused or centered around a reality-based business challenge, offer exposure to a massive audience, yes. But they also provide a narrative thread that really engages viewers on an emotional level.Â
When a business is featured on a show, viewers get more than the product shown to them; they get the story of the founders and the product, the creation process, and the hardships the brand has faced to get where it is. This storytelling aspect is something that especially resonates with viewers, encouraging them to take action beyond mere viewing.
As both a managing director and an integral coach, I can corroborate what I’ve seen from working with a local eco-conscious apparel startup that took part in a popular show. Its online traffic spiked immediately after airing on TV. Within seconds of their story, featuring their sustainable practices and the narrative of the founders’ journey, customers were engaging with the brand and placing orders.
The founding duo reported immediate sales boosts, with long-term engagements from new customers who felt an affinity and a connection to the brand’s story. It’s this type of exposure that is priceless. It’s not just a flash in the pan, but meaningful connections being made that can facilitate a small business entering new growth phases.
Adam Klein, Certified Integral Coach® And Managing Director, New Ventures West
7. Showcase Products On Popular TV Shows
The power of TV shows lies in their ability to reach a broad audience quickly and create a narrative around a brand or product that can resonate with viewers. Consider a startup that designs innovative kitchen gadgets. If this company manages to secure a spot on a popular morning talk show or a cooking show, it can showcase its products to a large, engaged audience. The visual element of TV allows potential customers to see the product in action, which can be far more persuasive than a static advertisement. This kind of exposure can generate immediate interest and drive traffic to the company’s website or store.
A notable example of this is the impact of the TV show “Shark Tank” on small businesses. The show has become a launchpad for many startups. One case that stands out is the company “Scrub Daddy.” After appearing on “Shark Tank,” Scrub Daddy received a major boost in visibility and sales. The founder, Aaron Krause, successfully pitched his product and gained investment from one of the show’s investors. The subsequent TV exposure led to increased product recognition and a significant rise in sales, transforming the startup from a small business into a household name.
Reilly James, Marketing Manager & eCommerce Optimization Expert, William Morris Wallpaper
