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Becoming Famous in Your Corner of the World!
Regis, Barbara and Susie started out by doing this! (Non Subscribers Read Entire Article)
Written By: Karen Deis
Although you may never be as famous as Regis, Oprah or Susie Orman, you can achieve the same recognition and expert status thru radio, TV and the Internet.
Television and radio advertising are considered to be some of the most successful marketing tools available. You can land 20 to 60 minutes of airtime and it doesn't have to cost you an arm and a leg. In fact, it could cost you less than a 60-second ad spot.
Setting Up Your TV Show
Thanks to the Federal Communications Commission (FCC), you can utilize "leased access" channels to air your own television show. A leased access channel allows independent producers and businesses to broadcast their programs for a small fee. The FCC requires cable operators, like Cox, Comcast and Time Warner, to provide leased access airtime on at least one of their cable channels. What's great about leased access channels is that cable operators cannot charge more than a maximum price set by the FCC, which allows you to purchase airtime cheap. For example, you may be able to purchase a full hour of airtime for $100 or less.
Call your local cable operator and ask how to get your program on the leased access channel. If there is not a lot of ideal airtime to choose from, be persistent and keep calling so you can snag a time slot as soon as it comes available. Once you know the times available, make an official written request asking for the rates and a copy of the agreement that is used by the cable operator.
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Timothy Chin, Benchmark Mortgage and Host of BizzBuzz, Kansas City's Most Progressive Business Show says,
"Finding content is easy. We invite business owners and CEO's to the show so that they will also tell everyone they know that they will be on the radio. When I find an intriguing story in the news, or on the net, I email the author and invite them on the show. 99% of the time, they accept! If you limit to only mortgages and real estate, you are limiting your audience.
The show is for 1-hour and we do have a 20-minute segment about current financial news and real estate events in the news. I also own an insurance and financial services company so I can speak about a lot of different issues."
For content, read the USA Today, MONEY Magazine, your local newspaper and keep up-to-date with economic news.
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The major expenses of your show are going to lie in production. Check the Yellow Pages or research on the Internet to find a video producer in your area. One way to save money on production would be to work with a film student. Contact film schools or post a listing on www.CraigsList.com to find a student who can help you.
Create a budget with the assistance of a producer or film student. They know what it takes to put together a professional program and can help you determine what equipment you will need for filming and editing. Renting equipment is more economical.
Keep in mind that you may be required to provide proof of general liability or Errors & Omissions insurance. Check with the cable operator to find out if insurance is mandatory.
A great way to offset the production cost of your shows is to sell commercial spots. You can sell as many as you want for whatever price you choose. Call local businesses and/or your affinity partners to let them know about the advertising opportunities. Most small retailers and businesses have never considered advertising on TV because of the perceived expense.
Consider co-hosting your show with an affinity partner and splitting the costs. If you are not able to appear, you will also have a back-up person to turn to.
You do not have to get the content of your program approved by the cable operator. According to Charlie Stognar, owner of www.StogTV.com (who specializes in producing Leased Access shows and president of www.LeasedAccess.org (Leased Access Programmers Association), "they're prohibited by the law from exercising editorial control over content except to refuse to air lewd or obscene material."
Check out these websites. They contain a wealth of information on exactly what to do to setup your own show with Leased Access programming.
Setting Up Your Radio Show
Radio stations are not required by the FTC to offer leased access programming so you will spend more for a 30 or 60 minute segment. However, overall production cost is generally lower than television.
To setup a radio show, you need to first determine which station to approach. Consider demographics and size of the audience. Radio stations that do not reach as big of an audience will most likely cost less to purchase airtime.
When calling radio stations to inquire about available airtime and pricing, you will talk with an account executive. The account executive will be pre-screening you during the call to make sure you are a good fit for their station. Even though it is a paid program, your show is still a reflection on the radio station so they will want to feel comfortable with you.
The radio station will listen to the recordings to listen to your content. Usually, you only need to provide a couple pre-recorded shows because that will give the radio station an idea of what you will be broadcasting on air. Be sure to find out how long it takes to get approval and what requirements the station has as far as what they look for in the show. The account executive can also give you information on how to go about recording your program.
According to Victoria Summers, Marketing Manager for KKLA 99.5FM in Los Angeles, CA, you should start out with a professional host for your show. "I have found that clients who hire a professional to help host and produce their show tend to have a more successful program," says Summers. An account executive with the radio station will be able to refer you to individuals who can help you host and produce your program.
To offset the cost of producing the radio show, you could solicit sponsors and sometimes, the radio station may have extra paid spots that fit perfectly with your programming. During the show, you can mention which company is sponsoring your program. If you do have a sponsor or allow businesses to air commercials during your show, the FCC requires that you complete a brokerage affidavit and submit it to the radio station before the broadcast.
Internet Options
With the newest trends in technology, you can also have your own online radio show. There are several online radio networks, such as www.Live365.com, www.TalkShoe.com and www.BlogTalkRadio.com, which allows you to create and host your own program. Each online radio network has its own application process, fees and software. Visit the networks' websites for more information on how to setup your program.
Content
Credit Scoring
Buying a Vacation Home
Reverse Mortgages
Building Mistakes
Home Inspection Tips
Remodeling to Maximize Your Equity
Tax Benefits of Real Estate
Mistakes People Make when Negotiating a Contract
Buying a Commercial Building
Taking the Fear Out of ARM Loans
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Mike Weinstein, Director of Investments, Legacy Group, funds his own 30-minute radio program. In one show, he talked about how most people think that investment properties are out of their reach, the down payment required, loan programs, etc. "This topic was so well received by the listeners that we were not prepared for the flood of phone calls we received."
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Other Television and Radio Options
If you do not want to hassle with creating and producing an entire show, you can still take advantage of this advertising medium by designing a one-minute segment. For television, contact shows that are running on a leased access channel and talk to the producers about giving you a 60 second spot. That would give you just enough airtime to briefly discuss your business and give your contact information.
For radio, contact the producers of the paid programs and offer the same thing - a one-minute segment, which you would pay for. These shows may also be looking for ways to cut down on expenses and this would give them a great opportunity.
Also, call local television and radio programs who often discuss personal finance issues. Introduce yourself to the producers and let them know that you would love to be a guest on the show. Many times shows are looking for experts to talk about current issues. Often, your contact information will appear on the screen during the interview or will be posted on the show's website which serves as free advertising.
If you are looking for more ways to advertise your business, don't overlook television and radio opportunities. You can grow your business and build a name for yourself as an expert in your field.
Copyright - 2007 - LoanOfficerMagazine.com
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