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...]

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...]

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...]

How to Create a Local Media Campaign to Drive Traffic to Your Store

One way to drive traffic to your store would be to remind them who you are, what you can do for them, and by frequently giving them new reasons to come in. [Read more...]

3 Considerations for Including Public Radio in Your Local Media Mix

Public radio is not for every client or every local media campaign, but it can be an effective and efficient media tactic to reach a niche audience. [Read more...]

4 Benefits of Using Traffic Sponsorships for Your Local Media Campaign

Radio traffic sponsorships can be a great alternative to a traditional radio schedule, when the message is brief and the local media budget is tight.

So, what are traffic sponsorships?

Traffic sponsorships generally include a “brought to you by” statement before and/or after the traffic report, along with a 10-second or 15-second commercial for your business.

Since they rotate across a number of stations, schedules are typically purchased by number of spots, as opposed to rating points.   Consider buying as many as 4 spots per day, per station, as a baseline to help deliver a solid reach and frequency for your schedule.

These sponsorships can be purchased directly from individual stations, or through a traffic radio network, like Clear Channel’s Total Traffic Network.

In 2011, Clear Channel acquired one of their competitors, Metro Networks, and began offering traffic sponsorships in 125 metropolitan markets.

A complete list of markets and stations is available on the Total Traffic website

What are the benefits of including traffic radio?
1. Excellent Placement

Traffic reports run in highly-rated morning and afternoon drive times.  Since these reports provide listeners with critical information and your spot is running adjacent to the actual report, you are reaching people at premium times during the day.

You never have to worry about one of your commercials running in other lower-rated time slots on the station.

2. Audience Attention

Traffic sponsorships are reaching people when they are listening for information.  Commuters are listening for traffic reports as they head to and from work each day.  They are more likely to hear your sponsored message because they are more focused on the reports.

This may be a good alternative to purchasing a schedule that is running throughout the day, between songs or around other commercials.

3. Cost Savings

The cost of traffic sponsorships is typically much less than running a 30-second or 60-second spot.  Because radio vendors are able to spread the schedule out across multiple stations, they are able to price their spots more efficiently than individual spot schedules on specific stations.

4.  Production Savings and Creative Flexibility

Finally, there are production cost savings since advertisers can provide a script to be read “live,” instead of incurring the cost of producing a 30-second or 60-second spot.   In addition, it is much easier to change creative quickly for time sensitive messages, since the message can easily be revised daily, weekly or monthly.

photo credit: Maggie Mbroh, joeyjorie via photopin cc

Top Free Online Resources for Local Media Buying

Free tools to help find traditional media vendors and place your local media schedules.

Once you have completed the media planning process and have identified which mediums will achieve your goals and objectives, it is time to place your local media campaign.   [Read more...]

5 Key Guidelines to Establish With Your Local Media Partners

The local media buying process will run smoother if you explain your guidelines and expectations up front.

Before your start on rate negotiations and finalizing your schedule, make sure to establish your expectations with your local media partners, especially if you are a new advertiser in the market.   As with most things in business, clear communication is critical in order to avoid any surprises or problems when your campaign goes live. [Read more...]

4 Tips for Planning a Radio Remote for Your Local Media Campaign

To make your event a success, you need to ask the right questions and plan appropriately.

A radio remote is traditionally a 2 – 3 hour event with a station vehicle, radio personality and prizes.  It can help generate awareness and excitement for a special event, like a grand opening, charity fundraiser or limited time promotion. [Read more...]

How to Determine if Radio is a Good Fit for Your Local Media Campaign

Radio is not the right fit for every local media campaign.

Ask yourself these questions before including radio in your media mix. [Read more...]