With an increasing number of local media outlets and devices competing for the consumer’s attention, a common question is, “What is the best media mix for my brand?”
There isn’t a “one size fits all” answer to the best mix of local media tactics. But, if you consider these tips you will be much closer to developing an effective campaign for your brand.
Consider the following tips before implementing your next local media strategy:
1. Leave your assumptions at the door
It is difficult to discount your own media habits or “focus group of one” when approving a mix of media tactics, but try. The most effective approach is media neutral and based on research.
Analyzing quantitative research (e.g., Arbitron or Nielsen) and qualitative research (e.g., Media Audit or MRI) is an important first step to understanding exactly what tactics and local media vehicles will be most effective to reach your target audience.
Just because you listen to talk radio, doesn’t mean that’s the right way to reach your audience.
2. Define your call-to-action
Before you develop your local media strategy, define how your results are measured and the desired action from a consumer. This should be easy, right? You want more customers! Of course, but think about HOW you want them to interact with your brand.
The local media tactics need to achieve your objectives. You won’t generate call volume with an outdoor board (that’s dangerous), but you can drive traffic to your store with a directional message.
You don’t want to direct someone to a website and ask them to call a phone number for information. Make the process as easy as possible for a consumer to engage with your product or service. Think about where you want them to go and what you want them to do. All tactics won’t work for every call-to-action.
3. Refine your target geography
One key to an effective local media strategy is avoiding the waste of reaching consumers that are outside of your service area. It may be exciting to see your TV commercial in the newscast that you watch every night. But, if you aren’t trying to reach everyone in the television viewing area, this could be a waste of money.
A local media plan can be tailored to a cluster of zip codes or a specific county group. There are many tactics that effectively reach a select geographic area and reduce your overall media expenditure.
This strategy may not be as sexy as running a TV commercial in the Super Bowl, but it will be far more cost effective.
What is your biggest local media challenge?