Many companies, particularly smaller ones, think that of all sales leads, TV is the most expensive and thus the most unaffordable. In fact, television leads, pursued properly, can be a lucrative way to build your customer base.

Leads for TV can focus on traditional advertising or they can be direct response TV leads that allow people to make purchases on the spot. Sales leads for television almost always require outside assistance. But television industry sales leads can open new markets for you. If you’re successful with TV leads, sales will increase and so will your customer base.

By learning more about television sales leads, you’ll be able to:

1. Learn how a TV lead differs from other types of leads.
2. Understand the value of direct response TV leads and decide if they meet your needs.
3. Learn how to measure and monitor activity from potential and new customers.

Action Steps
The best contacts and resources to help you get it done

Seek out advertising information to develop television leads

Seek out publications and research sources to help you help identify sales leads for the television industry. While there isn't any official 'television sales directory' per se, sources like these can serve much the same function and help you map out a strategy for leads for TV.

I recommend: Advertising trade magazines such as Mediaweek and Advertising Age offer information about the television advertising market.

Look for good statistics and research on generating TV leads

To learn and understand how TV business leads work, turn to organizations that compile information about the media industry. You'll learn about which markets will work best for you, and you'll understand how to better target leads for TV.

I recommend: Nielsen, best known for its television ratings research, also conducts market research for television. The Direct Marketing Association also compiles information that may be helpful.

Turn to professional associations to find agencies for television sales leads

You can scour the Yellow Pages for ad agencies, but unless you have some way of knowing exactly what each agency does, you'll have trouble finding a good match. Turn to professional associations that can give you a one-stop source for information.

I recommend: The Retail Advertising & Marketing Association (RAMA), a division of the National Retail Federation, is one potential starting point. Organizations such as AdForum can provide lists of advertisers and their specialties.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Don't underspend. Look for TV sales leads that will generate new business. Choosing an unpopular time slot may cost less, but you'll only reach a few people.
• •  Don't rely solely on TV sales leads for new business. People often think that a spot on TV leads to so much new business that you can ignore other sources-but it's businesses with a well-rounded approach to generating leads that bring in the most new business.
• •  Track your progress carefully. Monitor and evaluate television sales information to ensure that you're getting the ROI you anticipated.