The Local Media Mix Chapter 7 The Local

The Local Media Mix Chapter 7

The Local Media Mix n n Newspapers Radio Television Magazines n n Out-of-home Yellow Pages/Directories Direct Media New Media

Newspapers as Local Media n Using regular sections n n Using special sections n n Sports, Business, Entertainment, etc. Gardening, Back-to-school, etc. Zoned editions Preprint distribution Weeklies, Shoppers, etc.

Newspapers as Local Media Available space for detailed copy n Minimal lead times for faster turnaround n Geographic targeting selectivity by area and zip code zoning n

Newspapers as Local Media Time sensitive immediacy is limited n Marginal/variable color reproduction n Limited demographic target selectivity tied to special sections n

Radio as Local Media Demographic target selectivity by station format n Time-of-day selectivity available n Morning and afternoon drive n Midday shopping n Nighttime entertainment n

Radio as Local Media n Specific advertiser applications to build local traffic Straight advertising n Sponsored promotions n Sponsored events n Remote broadcasts n

Television as Local Media n Network affiliates and “O&Os” n n Independent stations n n Network and locally originated programming Syndicated and locally originated programming Cable systems n Cable networks, syndication, and locally originated programming

Television as Local Media n Affiliates, O&Os, and Independents n n Target selectivity by program or by time-of-day Cable systems Target selectivity by cable network, by program, by time-of-day n In multi-system cities, geographic selectivity may be available n

Magazines as Local Media n City Magazines n n Regional Magazines n n Allow advertisers geographic emphasis in many larger cities Allow emphasis in regions of the country Even National Magazines n Special city and geographic zoning available for higher circulation magazines

Out-of-home as Local Media n Almost exclusively local, Place-based media n n Directional messaging n n Pick your place Reach the target on the go, going your direction Limited to only short messages n More about simple exposure

Directories as Local Media n Yellow Pages and other directories Always on hand n Consulted for product/service options n n Simple listing or display alternatives Listing right for some advertisers n Display needed for other advertisers n n Annual media buy n Take care to get the info right!

Directories as Local Media n Directional information n n A voluntary medium n n Consulted specifically for advertising Wide availability n n What matters most (not USP advertising) At least one in every home and business Staying power n Kept around and within reach all year

Direct as Local Media Direct mail to reach customers and neighbors in their home n Database Marketing on a local, business specific basis n Proprietary n Purchased n

New Media Locally n Audiotext – sponsored phone messaging used by Newspapers n Park district camps and sports programs n In-store advertising and couponing n Interactive kiosks and teller machines in stores n

Local Media Planning n Matching media with markets n n The local market profile n n Broad and narrow Knowing your market Research on a local level Primary techniques n Secondary sources n

Matching Media With Markets n Even on a local level Some media reach a broader audience n Some media reach a narrower audience n n Especially on a local level Some advertisers need a broader audience n Some advertisers need a narrower audience n

Case Study: Same Location – Different Markets n De. Luxe Cleaners and Betters’ Better Gourmet Same strip mall location n Different business models n Different target markets n Different media plans n

Different Target Markets n De. Luxe Cleaners n n 90% of the business lives in the neighborhood Betters’ Better Gourmet Neighborhood market for weeknight take-out business n Broader market for weekend and “freezer food” shoppers n

Different Media Plans n De. Luxe Cleaners Neighborhood weekly newspaper n Neighborhood flyers n • Direct mail by zip code and customer database n Betters’ Better Gourmet Daily city newspaper food day and weekend entertainment n Specialty papers arts/entertainment n Customer database mailings n

The 10 -Minute Media Plan n De. Luxe Cleaners n n n Typical of many local businesses 90% of the business generated within a 10 minute radius of the store location Media used should be in the same radius n n Store-front signage Zip code and neighborhood flyers Partnerships with other neighborhood stores Local neighborhood newspaper or billboard location where available

Local Market Profile n Know your market, be the expert Population/Consumer base n Economic Base n Behavior patterns n Media alternatives n

Population/Consumer Base Population statistics and trends n Demographic characteristics and trends n n n Age, income, education, etc. Lifestyle variables and trends n Home ownership, neighborhood development, etc.

Economic Base Tax basis and trends n Retail sales by area and trends n Employment statistics and trends n Tourism trends (if any) n

Behavior Patterns Geographic trading zones n Vehicle and pedestrian traffic patterns n Shopping behaviors n Time of day n Day of week n Week of month n

Media Alternatives Media available by media class n Media spending by retail category n Retail spending by media n Media audience measures and rankings by class n Special geographic media alternatives available n

Market Research: How do you find this stuff? n Primary Research Store or customer research n Media research n n Secondary Research Government reports n Industry reports n Syndicated research n

Primary Research Locally Surveys n Focus Groups n Mall Intercept questionnaires n One-on-one Interviews n

Secondary Research Locally n Government Reports Chamber of Commerce research n Survey of Buying Power n US Census data n Government Studies n Statistical Abstract n

Secondary Research Locally n Industry Reports Trade magazines n Trade associations n Specialized reports n

Secondary Research Locally n Syndicated Research Donnelly Demographics n Regional/Market studies by Nielsen, Arbitron, Scarborough n CD-ROM databases n Published media reports n • Media associations • Media services like SRDS

Summary The Local Media Mix n Matching Media and Markets n n Broad and narrow The importance of knowing your market, inside and out n Specific research techniques in local market planning n