Tiffany Schrenk

Recently, I have had multiple, similar conversations with Balihoo clients about the importance of identifying target consumers..  

Establishing a target audience is one of the most important aspects of a successful local marketing campaign. Without this, advertisers cannot accurately identify likes, dislikes, and habits of potential consumers which are critical to the success of the overall integrated strategy and marketing plan across multiple mediums.

Unfortunately, more often than not, those who manage local advertising make a mistake assuming that their target audience consists of individuals just like them.  As a case in point—based on a recent situation I had to correct—most females older than 35 are not listening to sports radio during their morning commute.

In general, this ABC approach provides a good starting point for identifying target audiences. It is a simple model with some good succinct advice and is a great exercise for local advertisers developing a local marketing strategy.

A - Audience - Define the characteristics of your target audience. You can't serve everyone and so you must weigh specific characterizations with generalities. You are often better to lean toward specifics.
B - Behavior - What actions do you want that target audience to take now and over time.
C - Conversion - How will you turn that prospect into a customer. Consider the paths from their position to your product and leverage people, processes technology to influence your target to become a customer.

Common sense should be your measuring stick in all local advertising and local media buying practices.

When conducting local media planning here at Balihoo there are a few constants in the media research process. Most local advertisers have budgets and objectives that warrant a deep dive into local media outlets.  One of the largest media outlets is local newspaper.  It is important for us to understand distribution and circulation of the printed newspaper as well as how many impressions (or views) the newspaper's website receives. This gives us a firm foundation to compare this media type to others in the market.  The goal of course is to reach many consumers as possible- cost efficiently.

That said, I came across an article discussing the fact that the Audit Bureau of Circulations (the organization that actually measures how many people are consuming newspaper distribution in a given area) will be rolling out loosened standards in the upcoming months. Essentially, counting online, iPad, smartphone, etc subscriptions in their results for a given market.
How will this effect local marketers?  Well, initially some skewed results... which could potentially effect local recommendations.
As Media Buyer/Planners here at Balihoo who execute local media planning we will be watching and aware of these changes.  We will make certain to ask the right questions and get correct results on behalf of our local advertisers. 
Interesting article... for more information click below. 

www.marketingvox.com/how-will-advertisers-react-to-the-looser-abc-standards-047436/

As a local marketing and media planner here at Balihoo I have heard plenty of wacky ways local advertisers are marketing within their community.  The most recent of which truly ranks among the strangest.  Let's just say... if you are an advertiser in the state of California searching for the newest local advertising opportunity then look no further than your local DMV. That's right- the Department of Motor Vehicles.  

The California Legislature recently introduced a Bill that would allow California residents to install license plates that flash digital ads. The plates would show the registered display (numbers/letters) for that specific vehicle while in motion then run advertisements when the vehicle is stopped.  The plates have the potential to be used for emergency broadcasts and Amber Alerts as well.  As the California budget deficit continues to grow law makers are doing their best to come up with ideas to combat it.  And to top it all off the DMV is considering splitting the ad revenue with participating drivers... Sign Me Up! 

The idea steamed from the recent success of outdoor billboard companies. They have been continually transitioning traditional outdoor billboards (posting of paper or vinyl) to digital boards with increased adoption and excitement from advertisers.  Not only can the same technology be applied to vehicle license plates but the message can be changed out just as quickly.

Of course there are proponents (local marketing and media professionals) and those in opposition to the proposed effort.  Both of which have very valid points, check out the link below to learn more: 
www.govtech.com/gt/765490 

Kudos to whomever came up with this incredibly creative idea.  If all goes as planned and Californians begin to see Burger King Whopper Juniors on the back of Mom's Minivan I don't doubt that some genius out of Silicon Valley will eventually figure out a way to send texts directly to license plates.  Wouldn't it be nice to tell that tailgating jerk behind you what you really think!?!?  Oh the possibilities... 

As a media planner here at Balihoo involved in annual plans for local marketing and media, I regularly execute research on local newspapers.  Research is conducted on both the print and online version of these papers for circulation, distribution, readership profiles etc.  In most markets this is one of the most highly utilized forms of local advertising and news. As most advertisers are aware online newspaper consumption continues to rise and actual printed paper distribution has significantly declined.  It's been on such a decline the past few years (and with the current economic climate) that some newspapers have simply closed their doors.
That said, from my perspective this begs the question, "What's next?  How do the local newspapers combat this?" 

One simple answer... charging for online access.  You have to pay for a paper right?  Why not pay for the online version?  Granted you can't "take" the online version with you but with today's technology you can probably view the site on your phone or personal digital devise of choice.  Publishers are also attempting to add value with the addition of extra video content and interactive tools in hopes that these features will continue to attract consumers. 

Two local newspapers in Vermont rolled out the new pay-for-access model this month.  Check out the attached article for the full story: 

  www.mediabuyerplanner.com/entry/51869/vermont-papers-join-paywall-dash/

As online newspaper access continues to rise it will be very interesting to see if the "new" model tempers this in any way and which of the nations publishers end up adopting it.  For local advertisers the outcome could definitely change local marketing strategy.

When researching media vehicles for an advertising media plan here at Balihoo we make certain to cover all of our bases, from television to newspaper advertising and everything in between.  Inevitably we end up requesting local advertising information about out-of-home (which comes in many forms: traditional billboard, vehicle wraps, bus shelters, etc). Out-of-home can be a very efficient media type for clients whose initiative is to drive brand or promotional awareness at the local level.  It's one of the oldest forms of advertising that remains one of the most effective.  I recently heard about two very established global brands who have turned their attention to out-of-home for upcoming promotions. They are taking out-of-home to entirely new and creative level.

Universal Studios Hollywood is making a real "footprint" in the marketplace on the promotion of a new attraction opening this Summer; King Kong 360 3-D. Check out the attached article to see where King Kong has been sighted and the damage he's doing in places like Dodger stadium. 

www.slashfilm.com/2010/06/03/cool-stuff-king-kong-attacks-dodger-stadium-and-santa-monica-beach/


JELL-O another global brand with a very strong following is once again teaming up with Bill Cosby (after a 10 year hiatus) this summer traveling around the country with the "Give it a Giggle Tour". Participants at 22 different locations across the US enter a traveling recording studio to voice their best giggle.  The winner will be selected by Cosby himself and aired within a national television spot. Click below to read more. 

www.huffingtonpost.com/2010/05/17/bill-cosby-jell-o-togethe_n_578592.html

During a time when most advertisers are relying on Internet and interactive media as primary advertising tools it's refreshing to see large well known brands implementing out-of-home into their marketing plans.  I encourage those responsible for local marketing strategy to reexamine this medium and integrate it once again in local marketing and media plans. Out-of-home that stands out from the crowd does require creativity and reinvention but it's not a lost art. Advertisers will be pleased with the amount of consumers that receive their message and how far the reach will extend.  


 

One of the most essential questions that the media team here at Balihoo asks during the local media planning process is, "What media vehicles are the most appropriate and likely to move the client toward their goal?" We understand that some media vehicles are more apt to aid in branding efforts and others for lead generation.  It is important to determine the difference between these efforts while developing one's local marketing strategy so that placement, messaging and creative are executed accordingly. 

For instance, magazines (for the most part) fall in line as a branding effort.  That's not to say that a magazine ad wouldn't cause a consumer to take action (like call, email, check out the website, etc.) but, for the most part, magazines build brand awareness - so, to put it very simply... when the "need" is there they know "who" can fulfill it.

I recently came across the attached article (adage.com/mediaworks/article) discussing the new trend in magazine publishing... they are promising your ad will work.  Essentially, if a participating marketer's campaign doesn't achieve the promised result then Time Inc. (the participating publisher) will run your ad for free until it does.  Check out the attached article for all the details (i.e. what constitutes a campaign, participating magazines, how the publishers are identifying a successful result, etc.).  

During a time when digital, easily trackable media is everywhere (local Internet marketing, etc) it's time for traditional forms of media to prove their worth to advertisers and find specific ways to track results. It's going to be very tricky for publishers to find an accurate way to measure return for advertisers and make-good ads. Although, as a local media planner and buyer I love the idea of being able to negotiate rates, etc. on behalf of my client based on a performance guarantee.  All-and-all this could definitely change the way we think about traditional media vehicles and how they are meant to perform for clients. The ability to accurately measure magazine as a lead generation tactic sounds good to me! 

Some of you may have read my most recent post for Balihoo entitled "The Future for Social Media".   In that posting I discussed the advances that local advertisers should expect to see in social media and the fact that it's definitely going to stick around incorporated in local marketing strategy. 
That said, I hate to lament the subject any further but.... I recently stumbled across more interesting information- so, here goes!  

To understand how marketers are using social media, Social Media Examiner (a free online magazine designed to help businesses discover how to best use social media tools- like Facebook etc) commissioned the 2010 Social Media Marketing Industry Report (which you can view by clicking on the link).

In the report you will find some interesting information on: 

1-Top 10 Social Media questions marketers want answered 
2-How much time marketers invest in social media 
3-Top benefits of social media 
4-Most frequently used social media tools 
5-Marketers future social media plans 

The study was conducted by surveying approximately 2,000 up and coming social marketers/business owners. It contains interesting information about questions I know are pertinent and top of mind for local marketing and media clients that we work with on a daily basis.  Their bottom line? How much time and energy should I put towards this effort for my local advertising?
I think you'll find this report insightful and helpful in answering that question- check it out!   

As a member of the media team here at Balihoo I get to work in some capacity with each of our brands/clients. For most of our clients who engage in media services we begin the process with the execution of an advertising media plan.  This enables us to do in-depth research on local marketing and media to determine what media vehicles best suit our client and their budget. Whenever appropriate we also include non-traditional tactics within these plans (such as patient appreciation programs, educational seminars, etc.).  One tactic that draws quite a bit of attention and discussion during media plan presentations is Social Media and its effects. As the use and popularity of social media continues to increase we understand that business owners want to know how these social media vehicles tie to the service/product they offer.  What should they participate in and why?  Initially, most viewed social media as a fad - just another crazy idea that should go away in time.  Now, as participation continues to increase business owners are becoming more comfortable with the idea that social media is the 'norm'. 

I came across this article, 'What Social Media Will Look Like in 2012' when executing research on a recent media plan.  Not only does the article reiterate the fact that social media is here to stay but it also touches on some of the advances that we should expect. The author makes his top 11 predictions about social media and how it will affect marketers and the way they do business in the coming years.
If you're wondering what could possibly be next for Social Media and if it will continue to intertwine itself into your marketing efforts I suggest you check it out- very interesting read!  

During the local media planning process here at Balihoo, the media team immerses themselves in that advertiser's specific market.  We complete in-depth research on traditional media distinguishing the most appropriate vehicles and budget allocation possible.  But to execute a truly successful campaign for our clients we always dig a little deeper to identify local nuances.  Regional and local nuances can range anywhere from the local radio station that has a devout following during Football season to the local billboard company that owns boards only in our client's trade area.

While doing my research on a recent media plan based in the Washington and Oregon area, I came across an interesting article about how school districts are taking local advertising into their own hands (see attached). 
news.yahoo.com/s/ap/20100319/ap_on_bi_ge/us_school_bus_ads 

As budgets continue to decline, cutting programs such as field trips and sports teams has become the norm.  The school system in Seattle, WA has come up with a new way to combat this- school bus advertising.  As you can probably imagine there are both supporters and critics of this new plan.  School districts see the banners as "free money" aiding in their efforts to maintain programs and their advertisers love the captive audience.  Myself included... here in Boise I pass three school zones on my commute to the office and see upwards of 10 buses each day (usually stuck behind one of them).  So you better believe whatever a local advertiser might post on those buses I would remember.  Opponents are asking where school districts are going to draw the line and what they deem going too far.

Check out the article link above - pretty interesting on both sides. 
My vote?  As long as the content is appropriate and the school districts get to review creative before it posts on the buses I say "carry on!"  Great opportunity for both local advertisers and school districts (no one wants to be without the Glee Club)! 

One of the main objectives in local advertising is brand awareness and name recognition.  In order to accomplish this retailers need to find a way in which they can stand out from the crowd.  It is a constant challenge to understand your audience and what message is going to reach them. In most instances this requires serious creativity.
 
Burma Shave is one such retailer that thought outside the normal advertising boundaries employing a nontraditional campaign for their time and subsequently enjoyed great success.
Burma Shave was a brand of brush-less shaving cream introduced to the public in 1925.  The company's product touted ingredients, "from the Malay Peninsula and Burma".  
Unfortunately, after their release sales were sparse and demand was low for many months. This struggle spurred the launch of their famous advertising sign program that aided in massive sales growth and success for many years after.
These sign campaigns consisted of six consecutive small signs posted along highways all over the United States. The signs were spaced for sequential reading by passing motorists.  The last sign of course being the name of the product.  The clever rhymes drew a lot of attention, so popular in fact that some people drove just a little further to see what would be next.  (Like... A peach/ Looks good/ With lots of fuzz/ But man's no peach/ and never wuz/ Burma Shave or I've read/ These signs/ Since just a kid/ Now that I shave/ I'm glad I did/ Burma Shave). These signs were so impactful for their time that to this day if local advertisers request consecutive outdoor billboards or need smaller signs for placement around their location many production reps will refer to the signs themselves as Burma Shaves. Or for example a politician in Canada coined the term "Burma Shaving" when he stood at the end of six campaign signs waving at motorist during their morning drive. 

The best way to reach your audience may not be the most obvious.  Shaving cream has absolutely nothing to do with driving, highways, or the open road but Burma Shave made it work and to this day is one of the better examples of brand awareness.  Each local marketing strategy may change per region but the challenge of attracting customers remains the same. Thinking outside the traditional local marketing and media vehicles can really pay off... it did for Burma Shave!  

 I recently ran across the attached article entitled, "Are Demographics Dead?", and before reading I immediately thought to myself, "I sure hope not!"  In the media world demographics are one of the most commonly used tools to guide our research and decision making during local media planning. Demographic profiles such as age, gender, household income, etc. define a certain media type and it's audience. 

Luckily, as discussed in the article demographics are not dead they are just being redefined.  Researchers are diving even deeper in to certain groups and subsequently identifying their life-stages.  Eight have been established thus far: teens, college students, recent graduates, single no kids, new nesters, established families, married couples with no children and empty nesters. It's interesting to see the differences between these groups in terms of habits, finances, opinions, attitudes, and how all of these attributes change as individuals progress through life stages. The study's sponsors are continuing the research to more clearly define these differences in hopes of employing them in the media word.  If successful it will be an incredibly valuable tool in local marketing strategy and execution of local media buying.

Before moving to beautiful Boise this past spring I lived and worked in Las Vegas for over five years in local marketing and media. Over the course of those five years I've seen the city change time and time again.  From the booming housing market to the "burst of the housing bubble", imploding casinos right in the middle of the city and jaw dropping casinos built in what seemed like a matter of weeks (ie The Wynn). So, in all honesty, nothing really surprises me.  Vegas always finds a way to reinvent itself and continue to pull people in from around the globe (usually hauling an enormous drink served in a plastic replica of the Eiffel Tower and wearing flip flops).

However, I recently learned of the latest attraction at the MGM Grand, the CBS Television City Research Center.  Real research conducted in Las Vegas of all places- this is new... and might I add-brilliant!  Vegas contains the perfect sampling of people from all across our country.  Carrying with them different habits and preferences. 
Here's the short and sweet of this process. Guests can receive tickets either at the front desk, concierge, or ticket counter (for FREE). Participants then enter into one of four studios for a viewing of CBS and Viacom Network's latest programming. After viewing they are instructed on how to use their personal test pads and monitors to rate the experience. Television City also offers parting gifts as they exit- hats, t-shirts, pins, and key chains. They can also enter to win a $5,000 home entertainment system. Nielsen (a partner in TV City) then compiles the research and sends it to top networks executives giving them real-time responses in turn changing the course of programming.  It's amazing to think that media planning strategy could be affected this quickly. 

I can't say that I'm surprised at this new and innovative way to gain access into people's viewing habits.  Although, I am surprised that it's been made into such a Las Vegas "attraction".  I guess this is one time when what happens in Vegas, doesn't stay in Vegas! 

 I recently ran across an article in Forbes Magazine entitled, "The Ted Turner of Rural TV".
(See link for full article: http://www.forbes.com/2010/01/06/rfd-cable-gottsch-business-media-farm-tv.html). 

I thought to myself, "Seriously?  Rural TV?  How successful could it really be?".  Well, after reading the article... VERY.  Patrick Gottsch, founder of RFD-TV (a 24 hour cable television network for rural America) has launched an entertainment medium that had not been tapped in to before.  With 27 million television homes outside urban areas in the US Gottsch identified a whole separate untouched audience. Beginning in 2000 with Nashville television reruns he's has since expanded his network into carrying 92 different programs.  He categorizes the network's format in four categories: agriculture, horses, country music, and rural living.  Programs range from interviews with John Deere executives discussing the new line of tractors to tips on feed and grooming for your four legged friends. 

Why is this important,or at all pertinent to your local advertising or local media planning?  Well, as a media planner at Balihoo we continually reiterate to our clients the importance of ad placement in appropriate mediums and aperture (the point and time in which your consumer is the most receptive to your advertising message and most likely to take action).  This is just another example that there are plenty of alternative mediums available to local advertisers... they just need to be sought out and occasionally risks need to be taken.  The advertisers on RFD-TV (such as Purina "Goat Chow") are seeing great results and increased sales, which makes sense... they are hitting the right target audience in the right place and the right time.  It's the ultimate goal in marketing and what local advertising is all about!  

This past September I wrote a blog about the premiere of the Jay Leno Show on NBC.  I had planned on tracking the late night giant and reporting back be it good or bad.  Mainly to keep advertisers informed of national trends and how it effects local marketing and media and should impact their local marketing strategy.  NBC had a lot riding on this new format for primetime television... here's a refresher on why the network felt this move would be a great success: 

1-The Jay Leno Show was less expensive to produce.
2-NBC had hoped to attract new and retain current audiences with less re-runs.
3-Build a good solid audience for local evening news.
4-Reduce the use of TiVo on network primetime programming.
5-NBC was really pushing for a break out hit! 

If you haven't heard already (which I doubt) each of the above items 1 through 5.... well, let's just say they didn't exactly pan out for NBC and Jay.  So much in fact they have decided to move Jay all together, after the evening news and starting from scratch on his old time slot (which for now will be filled with Law & Orders, Dateline, and the like).

One of the primary reasons for the shift (other than the writing which is another subject entirely)- local advertising professionals and news affiliates. There are some seriously jaw-dropping declines in the 10pm news hour across the nation.  For example, KVCB in Las Vegas has reported a loss of nearly half of its audience since the switch in programming. And recently, Broadcasting and Cable Magazine conducted a poll with dozens of affiliates across the nation asking them to give Jay a letter grade on how they felt he lead into local news.  The result was unanimous "D's" and "F's". Affiliates were of course unhappy with the low ratings but they also fully understood the direct effect on advertisers and their local media strategy. 

So, unfortunately for NBC and Jay this idea of "Changing the Face of Primetime Television" was a bad move.  All parties involved are for the most part unimpressed and frustrated, including, I might add, Conan O'Brien (see link for Conan's statement: http://tv.yahoo.com/blog/conan-o-brien-quits-tonight-show--911 ).

For now we don't know what the landscape will look like for NBC primetime television. 
We can only hope that Jay redeems himself in a more appropriate time slot, Conan finds a new "home", NBC can pull together great content for our viewing pleasure and build evening television back up for local advertisers.

It's quite a tall order but I've got my fingers crossed! 
  

As we begin inching toward the close of 2009 signaling the end of this decade, it's interesting to look back at what's been accomplished in the media and marketing tech world. The advances that have been made directly effect how I plan and purchase media and how the people I work with on a local advertising level choose to spend their ad budgets. 

Check out this article in Advertising Age from this month's issue.  It's the full list of the Top 10 Media/Marketing Technology Innovations of the past decade:  
http://adage.com/article?article_id=141029 

Obviously, each of the top 10 innovations impact those of us in local marketing and media. Although, one in particular stands out as top of mind for our clients in each annual advertising media plan I present. Referring to the DVR or Digital Video Recorder: "Is anyone seeing my ad or are they just skipping through it?" The penetration and usage of the household DVR directly effects how we negotiate and subsequently purchase television advertising.  It is important for media professionals to not only do our research but also have the discussion with both network and cable television sales representatives about how their programming is impacted and what programs they see being DVR'd most often.  With 30% of American TV households participating in DVR usage (and that number continuing to grow) it cannot be ignored.

Take a few minutes to check out the above article- you'll be surprised how many of the "Top 10" directly effect you, not only in business but in your daily life.