How to make your new store’s grand opening creative message connect and resonate with your target consumers.
What makes an ad great? David Ogilvy said it best, way back in the 60s. “It’s not creative unless it sells.” I couldn’t agree more. Read more
Traditional local media out performs online advertising when it comes to recall and effectiveness.
American teenagers have grown up with the Internet and social media, so it is no surprise they spend most of their time online. Read more
If you want to draw large crowds for your new store’s grand opening, find ways to make it a “can’t miss” event for children (and their parents). Read more
Finding and utilizing available co-op resources is a great, budget conscious way to build your new store’s brand.
Is your new store a franchise or one that will be carrying product lines that are currently marketed on a regional or national level? Read more
When evaluating television proposals, it is important to know how the ratings data is collected, in order to understand why the ratings provided by each service will differ.
The Nielsen Company has provided the television advertising currency for many years. Rentrak began capturing local television viewing in 2009, and now has 210 stations across the country subscribing to its data in addition to or in place of Nielsen data. Read more
What can the color black do for your new store opening?
A big attraction for customers is the design and color palette you choose for the physical space and for the products within. Read more
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.
A clear understanding of advertising “campaigning” is critical to make your new store opening a success.
From a marketing perspective, there are 2 things you need to do before launching your new store: Read more