Betsie Richardson

Who said print is dead? Who said broadcast TV is failing to perform? Before making such blanket claims, advertisers need to consider their target audience.

We just launched a campaign for a small business owner who had never advertised direct-to-consumer before last month. The business has had astounding results thanks in large part to local broadcast TV. We tracked 250+ calls in the first 5 weeks.

Speaking of the "dying" print industry, within the first week of running a full page ad and a business reply card in a local lifestyle magazine, our client received four business reply cards. And get this - the consumers actually put their own stamps on the cards! (I don't remember the last time I used a stamp, but I'm not the target demographic.)

I work with Nobel Biocare partner clinicians to help them market dental implants directly to consumers in their local market. (Nobel Biocare runs a Co-op Advertising program.) Their primary target audience is female, 55-70 years of age, with a HHI of $100,000+.

Our local advertising plan for this client includes an integrated media mix that has strong reach to the target demographic:

• Broadcast TV on the ABC and Fox local affiliate stations
• Billboard on a major local highway
• Local lifestyle magazine (full page + business reply card)
• Local Internet marketing - pay-per-click on Google search

Our client's phones are ringing, and we tracked a 2.5x ROI in first 5 weeks. When looking at an older, edentulous consumer, traditional media can still perform.