3 Ways to Tailor Your Local Media Plan to Speak to Millennials

Are Millennials really that different? Ways to gear your local media plan to reach the “connected” generation.

With “Millennials” or “Generation Y” representing 80 million potential consumers, marketers are scrambling for the latest research to help them understand this fickle, narcissistic and socially conscious group. But, are Millennials really all that different from generations born earlier? And, if so, how can marketers offer authentic value to this time-constrained, media-bred culture? [Read more...]

3 Ways to Improve the Value of Your Local Media Added Value Schedules

While most local advertisers are aware that they should request “added value” from all their media partners, implementing this requirement effectively is often a rarity or afterthought.

Securing high-quality “extras” can be a challenge when your media partners see Added Value as penance.  But utilizing a few key guidelines will help you maximize added value offerings and truly put the “value” back in Added Value. [Read more...]

3 Tips to Help Plan Your Next Hispanic Local Media Campaign

It’s important to understand the Hispanic demographic and their local media preferences prior to creating your next campaign.

A recent Nielsen report highlighted the tremendous economic impact of Hispanic consumers in the US. Currently there are 52 million Hispanic people in the U.S. population, and they represent a hefty $1.2 trillion in buying power. Marketers are increasingly devoting more of their ad dollars to reach this group. According to eMarketer, Hispanic ad spending on mass media increased 11.1% last year as marketers spent over $8 billion to reach this growing market. [Read more...]

6 Ways Adjust Your Local Media Plan When You Have New Competition

Take a strategic approach to any local media adjustments when faced with new competition.

Your business is sailing along.  Your sales are good and your customers know who you are and why they shop with you. You have established a good reputation and have figured out what drives your customers to your store. Things are good until you are driving around your neighborhood and  spot a “coming soon” sign on a vacant building. [Read more...]

3 Reasons to Include Cinema Advertising in Your Local Media Mix

Cinema advertising might by just the ticket to your reach younger Early Adopters with your local media mix.

In today’s technology-saturated culture of smartphones, DVRs, AmazonPrime and Hulu, the ability to selectively choose entertainment at your fingertips and on your schedule without the annoyance of advertising poses multiple problems for marketing directors. [Read more...]

3 Ways to Properly Assess Local Media Promotional Opportunities

A great promotion should truly enhance your local advertising campaign and offer an additional, noteworthy component to your local media mix.

Any good or aggressive sales person will approach you with additional opportunities that will increase your spend with them. This often leads to a flood of unwanted emails and phone calls. The result is more times than not a complete disregard for the proposals for an unnecessary, hasty investment.

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2 Ways to Protect your Local Media Endorsement

Just as important as choosing the right endorser or spokesperson is knowing how to protect and maximize that investment, and in some cases minimize the damage your endorser may have created. [Read more...]

3 Ways to Reach the Hispanic Market with Your Local Media Campaign

Reaching the Hispanic audience with your local media campaign can seem overwhelming, but properly doing so can create a new and loyal customer base.

While we’re told and often acknowledge the Hispanic population continues to grow faster than any other multicultural population.  Their part of the advertising mix is often overlooked or given a small portion of the budget as an afterthought, despite the enormous buying power this group wields. [Read more...]

3 Reasons to Incorporate a Charity in Your Local Media Campaign

Incorporating a charity into your local media plans is a great way to build a good image within your community and can also drive traffic to your store, while supporting a good cause.

It is best to choose a charity in which you have a connection. For example, if you’ve lost a loved one to cancer, then partner with the American Cancer Society. If you have a heart for orphans’ because you were adopted, then partner with a local orphanage. We can speak more passionately when partnering with an organization in which there is an affiliation.

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Boost Digital Media Impact Through Traditional Local Media

Since media usage is more fragmented than ever before, it’s imperative for traditional and digital tactics to work together to maximize reach.

Recently I attended a TVB media seminar in which the primary presenter said, “anyone can swing a media bat and hit one or two intended targets.” This is true, which is why it’s important to choose the medium and media mix that best reflects who your customer is and how they interact with media, as opposed to guessing or trying to be everywhere. While you won’t hit a homerun every time, you at least want to consistently get on base and put yourself in position to score. [Read more...]