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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 Tips for Selecting Primetime TV Shows for Your Local Media Campaign

Developing a strong primetime TV schedule is an important part of your local media campaign to enhance your brand’s image and reach your target audience.

Every summer the networks release their primetime schedule for the upcoming season including new programs, which is called the “upfront.”  While the upfront is an opportunity for national advertisers to purchase inventory for the next year, local media advertisers use the new program information to finalize their 4th quarter schedules. 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

How to Properly Account for Seasonality in Your Local Media Mix

Choosing the right medium for your local media dollars and properly accounting for Seasonality will result in gaining the right eyes and ears at the right time.

Most businesses are smart enough to know certain products sell better at specific times of the year. Businesses account for this in various ways.  In fact, when looking at an advertising flow chart, you will notice flighting is often adjusted to account for changes in seasonality and creative revisions.

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Why You Can’t Ignore Email Marketing for Your New Store

When it comes to digital marketing ROI, email can still generate the best return for your new store’s advertising budget.

Measured by sales per dollar spent, email outperforms social media advertising three to one, according to the Direct Marketing Association, an independent trade group founded to provide accurate marketing data. Read more

3 Tips to Increase the ROI of Your Online Local Media Campaign

Don’t let lead generation and measurement become an afterthought of your online strategy.

As we discussed in a previous post about online metrics, it is critical to look beyond the click-through rate to determine the success of your online campaign.  Clicks are great, but take advantage of the technology to measure the leads or sales generated from your online efforts. 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

2 Ways to Include Online Display in Your Local Media Campaign

When to purchase online inventory directly from a publisher and when to include an ad network.

Internet usage continues to grow and according to recent media usage reports, Internet is the second most used medium, behind Television for Persons 18+.  So, it comes as no surprise that online display advertising is an important part of the local media mix. Read more