Common Local Media Mistakes: Quality vs. Quantity

Local Media Strategy

One well-placed local media message could reach more of your target than 10 poorly placed messages combined.

We’ve all heard the old adage “the more the merrier,” or “the more you have the better off you will be,” but those same principles don’t always apply when looking at local media schedules.

As marketers, we sometimes tend to look at local media schedules and play the numbers game…start counting the number of commercials, counting the number of banners or counting the number of boards, and expect the sheer volume to somehow gauge how successful the campaign will be.  We tend to follow the thought process – the more messages I send out, the more people I am reaching with my message, the more successful my campaign will be.

Have you ever considered the possibility that “less” may actually be better?  Have you ever thought about how many people you are actually reaching with your message or whether it is reaching the right people?

With the wide range of media measurement resources available today, you have the ability to know exactly how many people you are reaching with your message, and how efficiently you are reaching them.   Using measurement tools, such as cost per point (CPP) and cost per thousand (CPM), you can know exactly how much you are paying per person or per impression.  You can target your message to reach just the right people, and make sure you are doing it in the most efficient manner.

So, the next time you find yourself playing the numbers game with your local media schedules and assuming those 30 broad rotation spots are going to reach your target, let us show you who you are really reaching with your message.  You might be surprised at what you find out.  One well-placed spot in the right program, could reach more of your target than several poorly placed spots that miss your target completely.

In a world where people are leading busy lives and multi-tasking is the norm, don’t risk missing important customers with poorly placed advertising, that doesn’t reach your target.

Linda Thomas

About Linda Thomas

Linda is the Director of Media Services at Sheehy+Associates, a regional advertising, marketing and media agency. With over 25 years in the industry, there isn¹t much she hasn¹t seen or done with regard to media planning and placement on a local, regional or national level.

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