Business Owners: Get More Mileage out of Your Videos

Does Your Business Have A Video?

More and more businesses are creating videos and seeing the value. Videos are a great way to demonstrate a product, detail a service, or introduce people to your staff. Videos can be time consuming to create, and expensive to make. While we have observed a growth in the number of businesses making videos, the majority of them fail to think about the next step: How do you get customers to see it?

We see the video process as having two parts: Production & Distribution. Production is the planning, shooting and editing of the video. Distribution is taking the finished video and putting it in front of people. While there has been a great increase in attention paid to the production, distribution is something many forget to focus on.

Where Are You Putting Your Finished Videos?

So where do your videos go? How do you get them seen? How do you measure the success of a video you’ve made? These are all questions you should ask yourself.

We’ve found that many business owners take a “Field of Dreams” approach to video distribution. The famous quote from the movie, “If you build it they will come”. If you build a great video and throw it on YouTube, you will soon find that your intended audience will not find it automatically.

It’s similar to printing fliers. Just because you’ve printed 100 fliers and have them stacked in a box, doesn’t mean people will seem them. You have to do the work to get those 100 fliers into 100 prime locations to reach your desired audience. Video works in much the same way. Even though you aren’t passing out physical videos, you do have to think about how to place them in front of people you want to see them. Youtube, your website, community pages etc. are all places you can start. We have found a primary space for these videos should be on TV in your business location(s).

Putting Your Videos on TV

This doesn’t have to be your TV solution.

Having your videos on TV will draw more attention to them.  It will get them seen by customers that are more likely to act upon your messaging.

There are many ways you can get your videos onto TVs in your locations. We have details the top methods in this article: 3 Ways to put your videos on TV.

The problem with most display solutions is that they loop. Unless you have a large library of content at the ready, people are going to watch the same thing again and again with no break and nothing new. Maintenance and upkeep are also issues – often needing to brave a utility closet full of wires, re-load physical drives or USB sticks, or having to hire a specialist in order to update or fix what’s on the TV.

Making the Most out of Your Videos

Putting an easy-to-use system in place that will play your videos and mix them with other TV programming is key.  It’s Relevant TV takes the majority of the work away- providing your business with relevant TV programming, and a way to make the most out of your media.

It’s Relevant is a cable alternative that provides businesses a TV solution in the form of a living network of short-form content. IRTV’s library of videos is broken up into categories for you to choose from based on your customer’s interests, and gives you full control over what’s on your TV. The service provides compliments to your own videos as well as complete management of one or multiple TVs. IRTV tracks everything so you can know how many times each of your videos were displayed, along with specific timing and location.

The big difference between It’s Relevant TV and other solutions is in the content. IRTV provides interesting and entertaining content while inserting your own messages and real-time social media for people to see while engaged.

Visit to learn more about the easy-to-use and cost effective TV solution.

Why Customer Retention Should be a Higher Priority than Customer Acquisition

In-Location Marketing vs. External Advertising

Customer retention is key. Most marketing budgets center around getting a company’s message out to the masses. TV commercials, print ads, billboards, sponsorships, direct mail, are all forms of external advertising that are commonly used to attract new customers to businesses. But once you bring someone in, what are you doing to get them to come back?

Companies that have to advertise all of the time in order to stay in business are likely not doing enough to keep their customers happy.

Many business owners focus most of their efforts on attracting new customers in order to make more money. But you don’t only need new customers! If your goal this year was to grow your revenues by 10%, would you care if that increase came from new business, or increasing the average spend from your current customers? Of course not! More revenue is more revenue.

Money earned from new customer vs. existing

They look the same, don’t they? Because they are! An added dollar earned from an existing customer is just as good as a dollar form a new one. But it’s proven to earn that extra dollar from an existing customer than to get it from a new one.

“Research shows that it can cost up to 30 times as much to get a new customer as it does to keep an existing one. It pays to stay very close to your customers, so you know their exact needs, today and tomorrow. Your aim is to be irreplaceable as their supplier.”
Mike Johnston, The Chartered Institute of Marketing

An Inexpensive Solution

It’s Relevant TV has come up with an easy way to increase customer retention (getting customers to come back more often). Each custom TV network IRTV creates is unique to each business that displays it. Short-form TV programs grab the attention of visitors while the integrated real-time social media and promotional tools help get the business’ message across.

If you own or manage a business and have a TV, It’s Relevant TV offers a free consultation. You can explore various types of programming with an expert and start to craft something that will do much more for your business.

For more information check out It’s Relevant TV’s official site: or call their U.S. Headquarters at: (203) 588-1689



The “Set It and Forget It” of Business Television


-A 90’s Studio Audience

ime is Who could ever forget that line? If you watched any infomercials during the 90’s then chances are you’ve heard of the inventor, salespersona, and founder of Ronco; Ron Popeil.

Now if you haven’t watched the video and left to get a mouth-watering rotisserie chicken by this point, let’s look at the famous slogan.

Set it, and forget it.

The idea of “Set it and Forget it” was a major selling point of the Showtime Rotisserie. We’re all busy people, and the less effort we have to put in to get things done the better. Plain and simple, why would someone slave over the hassle of making a chicken when you had a tool to manage the hard parts for you? Especially when you need to focus other things.

Now there’s nothing wrong with managing something yourself– If you enjoy doing the hard work. But if you’re a business owner time is money.

It’s Relevant TV provides a “set it and forget it” service for your business TV.  The custom channel runs on its own and pulls tailored content from a vast media library for viewers to enjoy. It lets you be busy elsewhere doing the things you need to get done. No more paying for cable and worrying about what to put on – the quick segments and broad categories are catered to appeal to a wide audience, and ensures that fewer people are disappointed by what they’re seeing.

But wait, there’s more!

It’s Relevant does more than put original content on your TV, there’s a whole list of other features that come with it. From sharing and deals you’re offering people, to promoting your social media for all to see – it works for you. You’re in control.

With IRTV, you literally set it and forget it.
Interested? You can call toll-free: 1-855-ITS-RELE
or visit: for more infomration.


Amazon Fire Stick: Don’t Risk Sticking Your Business

Technology is Changing TV

Amazon Fire Stick, Chromecast, and Smart TVs are steadily emerging over the horizon, more so now than ever. With access to services like Netflix, Hulu, or HBO Go and devices that allow you to stream those services on your TV, cable is on its way out.

TV has come a long way since the 1920’s, and as we get closer to 2020, looking back on the history of television during the last one hundred years and seeing how far we’ve come is pretty amazing. Today, televisions are just about everywhere you go. Everywhere. And they have been for a while. That’s because TVs are a staple of technology – we use them to reach out to one another, stay informed, and keep ourselves entertained.

If you’re a business owner who caters to crowds, or often has people waiting or sitting for lengthy periods of time, then chances are you’ve got a TV within sight for the exact reasons just listed above. Which is great, the comfort of your customers is key – but in this rapidly advancing world of technology, it’s easy to get carried away when trying to build an inviting waiting room experience.

Between all the technology available to business owners coupled with the drive to maintain customer satisfaction, the ease of putting something up like Netflix powered by an Amazon Fire Stick is second nature. So why wouldn’t you do it? The answer is simple. Because it’s illegal.


The Netflix service and any content viewed through our service are for your personal and non-commercial use only. During your Netflix membership, we grant you a limited, non-exclusive, non-transferable, license to access the Netflix service and view Netflix content through the service. Except for the foregoing limited license, no right, title or interest shall be transferred to you. You agree not to use the service for public performances.

Using those services with a “set it and forget it” mentality without regard for the licensing terms and conditions can be dangerous for your business. The people who enforce the rules on media licenses take this very seriously. For more information regarding why you should think twice about setting up services like that in your business, check out this article on using Netflix in your business.

Personal Use is Different than Business Use

In the end, the licensing rights tied with those services only applies to personal use. Setting them up in your business is a no-go. But if you think about it, TVs and plug-ins like Fire Stick and Chromecast were designed with the home setting in mind, not business settings anyway.


So you can’t use a Fire Stick in Your business to deliver any real TV content. Up until recently, this left you with only one real choice: cable TV. And while it’s legal to run cable in a business setting, cable TV isn’t designed for the benefit of your customers and your business. It’s Relevant TV is.

Custom TV from It’s Relevant

It’s Relevant TV bridges the gaps between TV, customer satisfaction, and business messaging using unique digital sinage software – creating a more inviting place for visitors. The service provides businesses with content and control that makes for an all around better TV experience. IRTV creates a custom TV network for each business with access to a vast library of original content divided into a number of categories you can pick and choose from. On top of the TV content with more meaningful controls, your business also gets room to advertise additional services, reach out to customers, and share your latest social media posts. It’s Relevant TV turns your television into a tool for your business.

Introducing Trump Block from It’s Relevant TV

“April showers bring May flowers, but what does It’s Relevant bring?”

It’s the beginning of April, and normally that’s free range for April Fools shenanigans, but we’re not kidding here. TRUMP BLOCK from It’s Relevant TV is actually a thing, and it can improve your business.

President Donald Trump: Like him or hate him, it doesn’t matter.

There’s so much coverage on Donald Trump that you can’t go an hour without hearing his name, even if you’re nowhere close to a TV or smartphone. At some point, enough is enough. Hopefully you haven’t gotten this far, sighed at the sight of another Trump article, and are currently making your way over to the X… WAIT- trust me, keep reading.

From the makers of Competitive Ad Block®, which blocks out competitors’ ads in order to prevent loss of business, comes a tool designed with that same spirit in mind: Trump Block. With Trump Block, you’ll do just that, block all coverage on Donald Trump. The good and the bad.

Trump Block isn’t Anti-Trump, it’s Pro-Business

A respectable business model puts its customers first, and It’s Relevant designed Trump Block with the customer’s comfort in mind. It doesn’t matter if you personally like him or not. The question is what affect does TV coverage of him have on the attitude of people in your place of business. Sure, people that didn’t support him during the election don’t want to see him – but we’ve also found that the people who did support him are also frustrated by the overwhelmingly negative coverage and would prefer not to see it.

So why drag him into your business?

TVs are a great way to keep your customers informed or entertained, and most business owners we’ve spoken with have said just that. However, the double-edged cost of this convenience comes to light when something like the 2016 election happens. A story so all-encompassing that coverage on the subject saturates the news – and even bleeds into talkshows, comedies, and pop culture.


116481-078What was once meant to be informative and interesting becomes annoying, and frustrating. And when that something is as big as Donald Trump, you can’t escape it. It’s there when you get coffee in the morning. It’s there when you’re passing stores in the street. It’s on the radio when you go to work, and it could even be in the office itself.

Your customers’ moods matter.

Put simply, your customers are likely tired of the Trump coverage. Seeing him on TV, hearing his voice, and even hearing his name can disrupt the moods of people and remove them from a purchasing or relaxed mindset. So why not block it out? Whether it’s the TV in a restaurant, waiting room, lobby or employee lounge- enough is enough. Don’t let the endless coverage take its toll on your business. Contact It’s Relevant TV to learn more.

It’s Relevant TV

It’s Relevant TV is uniquely designed to bring your business up-to-date television programming that focuses on the interests of your customers. Business owners have control over what types of programs are shown and are able to filter out any topics or keywords that they feel may hurt their business environment.

Television Decided the Election. What Decisions is it Making for Your Customers?

Regardless of  who you voted for in the presidential election, your decision was influenced by television. Between the constant TV news coverage and the paid ads that ran, everyone formed judgments and impressions based on what they saw and heard. TV makes a lasting impression. Let’s take a look at what this means for broadcast television, and for TVs inside your business.

24/7 News Networks Care About Their Businesses, Not Yours

Today’s 24/7 news networks turn a 1-day event into months of drama. They take the normal “coverage” and inject scrutiny, conspiracy theories, and sex scandals to bring viewers on a rollercoaster of ups and downs before the grand finale (election day). News feels more and more like entertainment, and that’s not by accident. Plenty of intelligent people have already pointed out that networks do this to boost ratings and generate greater revenues for the crowded networks. And while I would agree that revenue is a driver, I feel that the larger problem is a growing laziness among the people that design the format of these shows.

The News used to be a place that you would come for facts and knowledge. It was the work of large teams of people that spent days or even weeks to bring you researched programs that included quotes from actual experts and your trusted newscaster.  The best part was that you left each broadcast better informed than when you began watching.

CBS News anchor Walter Cronkite reports that President John F. Kennedy was assassinated in Dallas on Nov. 22, 1963.
Trusted CBS News anchor Walter Cronkite

Things have changed. While the basic format of having a news anchor inside a studio reporting on the day’s top stories has been constant for decades, the pressures to do more with less money is changing the face of it. The fact of the matter is it’s much easier and far less costly to put a few people around a table to argue about a topic than it is to research and report on a news story.

News reporting can be extremely costly, especially for TV. I ran a video news company in the Northeast for almost 4 years, and we put a lot of work into each story the staff produced. From sourcing a story idea to setting up interviews, cross checking facts, recording the actual video, finding b-roll (cut-away shots), editing the video, fact checking, publishing and distributing the story – it took hours just to produce a minute or two of content. It’s hard to sustain a business with the kind of effort needed to do news reporting right.

Replacing the Reporters & Experts

Taking a look at most prime time cable news shows you see a familiar pattern these days. At the top of the hour you have the team of reporters and experts that are unbiased and reporting the facts of the day without forming judgments. All sitting or standing in the beautiful professional studio.

Then a few minutes later the professional journalists and experts peel away, and a panel of professional-looking people start to share their opinions – in the same space. Panel members can say whatever they want to say and their statements appear to be researched, authoritative and official. It feels like you are hearing from other experts when in reality you are hearing from surrogates (people that will stand by the candidate they support no matter what).

If you recognize any of the people below, then you have come across exactly what I am writing about:

Some of the many 2016 Election Surrogates

This Would Never Happen Anywhere Else

Imagine a doctor’s office for instance. You schedule an appointment with a well-established practice. You go to the office and sit down with someone in an exam room. The person gives you their opinion on your physical condition and makes recommendations on things you should do once you leave. It feels a lot like you just sat down with a doctor and got a medical opinion.

But what if the person you sat down with isn’t a doctor at all?
What if he/she wasn’t a nurse, or even in the medical profession?
What if you found out that the person you saw and heard from is merely someone that knows of the doctor, nothing else? Their medical opinion would hold absolutely no weight.

This is exactly the problem with the overuse of surrogates and non-experts in news programs today. They have the appearance of authority and are happy to share their opinion even though it’s not necessarily in your best interest.

Unbiased vs. Balancing Bias

For years the news industry has strived to be fair, factual and unbiased. However, in this election season we took one of the most noticeable turns away from that. The strive now seems to be more towards “balancing the sides”. Instead of sticking to the facts, these broadcasts allowed people to share their opinions much like facts, just as long as someone on the opposite side of the argument could do the same.

This created some real distractions within the campaign. Ultimately it may have created some single-issues for voters that moved them one way or the other in the election. Hearing that Trump “sexually assaults women”, or that Hillary “will be put in jail for deleting her emails” creates serious concerns for voters. But all of these kinds of things were being spoken countless times a day by people who looked to be authorities on what they were talking about.

You know it’s bad when the news broadcast has to fact check itself.

Television has Become Bad for Businesses

While television as a whole has more offerings than ever, and is seen in increasing numbers of stores and public places, it’s not helping businesses as much as it should. With endless channel choices at our fingertips, TV is great for the home. You can easily tune from one channel to the next when faced with something you don’t like, but not in a business.  More and more stores, offices, and public places are installing televisions simply because they can. Unfortunately, the programming the businesses choose to display on the screen often does more harm than good.

The bottom line is: even with endless channel choices, you can’t control what appears on any given channel at any given time. You could watch CNN for instance and enjoy a heartwarming story about one of the CNN Heroes.  But just one minute later you’re faced with disturbing images of war and terrorism half a world away. This can be off-putting and depressing to customers as they watch in a business.

Even when the topics aren’t disturbing in nature, they are often exhaustingly overplayed. It’s hard to forget the months of nearly non-stop coverage of missing Malaysian Airlines flight 370. With no new information CNN had to constantly improvise, bringing up new theories, even having anchors use toy planes.


It’s not just news stations that cause stress, discomfort, boredom or other negative feelings. I’ve heard complaints about even the most neutral of channels like The Food Network and The Weather Channel. People have different tastes, and leaving them with only one programming type for an extended period of time is a surefire way of losing their attention or worse: becoming a bother to them.

Take Control of the TV in Your Business

As a business owner, it is up to you to make the right choices for your business. You may have spent time choosing the colors of your walls, the hours you are open, the people you want representing your business, the type of music that plays, and the kinds of refreshments you offer to people when they visit. All of these examples are things that have some influence on the way people perceive your business. It’s the interactions your customers have with each element that dictates their overall satisfaction of your location.

TV has arguably one of the greatest abilities to shape how people feel. The combination of visuals and sound leave a lasting impression on people. What impression do you want your customers to leave with? How do you want them to feel when waiting at your place of business? What do you want them to know about your business, values, and offerings?

We’ve found that the happiest customers are the ones that get to see a variety of content.  They don’t want to feel like they are being bombarded by advertisements. For this reason, we created a platform called It’s Relevant TV that provides an ever-changing assortment of short-form television shows. The service blocks out competitor advertisements and gently brings the business’ own messaging and real-time social media onto the screen. The custom networks can operate with or without sound; all of the video content can be overlayed with optional subtitles.

It's Relevant TV

An experienced editorial team screens the included licensed TV programs before delivery to the businesses. All of the programs that we distribute are family-friendly.  We keep all political coverage short, to the point, and truly unbiased. It’s Relevant gives each business 50 categories of video content to choose from. This ensures that the programming isn’t just risk-free, but is topically oriented to visitors of the specific business. The business easily controls the messaging and social media syndication.

Learn from the Election

This election season, one thing was obvious: the campaigns understood the power of television. They knew that messaging seen on TV will stick in people’s minds and influence their decisions. This is why we saw the campaigns push their  surrogates to TV. The lazy TV networks were happy to invite them on because it saved money and filled their airtime.

TV has tremendous power over decision making. Don’t be lazy with yours.
Make sure your TV is working in your best interest as a business owner.

Written By: Jonathan Krackehl, President & CEO of It’s Relevant TV