2 Reasons to Consider Digital Media for a Local Media Branding Message

Historically, local media advertisers have avoided online tactics for their branding message, but research shows higher engagement helps the brand resonate with consumers.

Many marketers have considered the online platform to be more of a direct response medium and have hesitated to put their branding message in the online space. [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...]

4 Ways to Incorporate Social Media into Your Local Media Campaign

Use your local media campaign to create more brand ambassadors on social media as well as increase sales.

As we discussed in a previous article, consumers respond to social media prompts included in traditional local media tactics.  There are ways to incorporate social media content and prompts in your local media strategy without diluting your message. [Read more...]

How Market Differences Affect Your Local Media Campaign

If you are a retailer with multiple locations across multiple markets, you may need to do some market research before finalizing your local media plans.

You might think that because two markets are similar in size and population that the same marketing plan will work for both markets.  Even in markets that are geographically close to each other, you may find you need to tailor your plans to the specific nuances of each market.  Simply making “cookie cutter” plans across multiple markets may not be the best use of your marketing dollars. [Read more...]

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...]

3 Tips to Negotiate Local Media Trade Schedules

Trade is a great way to increase your local media presence, but make sure to negotiate up-front in order to get the most out of your investment.

Most advertising vendors will accept a trade of your products (i.e., merchandise, gift cards, etc.) for advertising space/time. [Read more...]

4 Tips for Evaluating Local Media Advertising Packages

How to determine if a proposal is worth the investment and should be included in the local media mix.

Marketing directors and media buyers are constantly bombarded with advertising packages from local media vendors.  It can be difficult to determine the value of the entire package, since most will include a variety of elements, not just the tactics you want. [Read more...]

3 Ways to Improve the ROI of Your Local Media Campaign

Advertising expenditures are held to a higher level of accountability, making it critical to maximize the return on investment of every dollar spent on local media.

Here are a few ways to increase your local media ROI: [Read more...]