Despite the overwhelming preference for digital media among modern marketers, traditional advertising methods are still implemented today and lead to great results. Newspaper, television and radio spots offer a lot of potential for companies looking to reach a local market – if used properly.
To help with your next traditional media campaign, we asked members of the Young Entrepreneur Council (YEC) the following question:
"What is important if you are planning a radio, television or newspaper advertisement specifically for your local market? Why should business leaders consider this element? "
Here's what members of the YEC community had to say:
“Know your audience first and prepare a script by considering the type of audience you reach. Knowing your audience is the most important thing, as this determines the type of topics, topics, and language that you use in your script. "~ Patrick Barnhill, Specialist ID, Inc.
“A common local business mistake is to promote everything the company offers. But so much information confuses people and does not leave a strong impression on the viewer. If you advertise locally, pick a "spearhead" message and hammer it home with repetition. Even if you do different things, your campaign will work best if viewers only get one key message. "~ Peter Kozodoy, GEM advertising
“Focus on what your local community of businesses needs and is looking for. Highlight the benefits your local audience desires. "~ Angela Ruth, Calendar
“Create a custom call to action, coupons in sections, a trackable phone number, or a vanity URL so you can find ways to associate your ad with sales. It's easy to put good money in bad marketing if you don't have a strong attribution model. However, if you pay close attention to how you're tracking your performance, you'll know which campaigns to reinvest or pause in. “~ Firas Kittaneh, Zoma mattress
“Many places have local traditions and even holidays that are unique to that place. It is very effective to design your marketing communication to reflect local characteristics. They create a sense of community that leaves a positive impression. In this way, you contribute to developing a great brand image in your region. "~ Blair Williams, MemberPress
“Radio and television advertising is time-critical, and newspapers only have so much space per advertisement. Consider the length of your promotion to make sure it's short and to the point. You don’t want to end up in a position to make changes before your ad is shown. "~ Chris Christoff, MonsterInsights
"Have you already set up a Google My Business account? If not, you need to before creating ads for your local market. When people see these ads, many of them use Google to learn more about your business. However, if you don't appear in search, you lose potential leads and customers. "~ Stephanie Wells, Formidable Forms
“If you want to target your local market, you need to create locally targeted content. It will speak directly to your local audience who are now interested in this new business that does justice to their community. They will strengthen your company's trust among consumers and encourage them to invest in a company in their own city. "~ Jared Atchison, WPForms
“At a time when consumers are constantly overloaded with information and bombarded with advertisements, try to create an eye-catcher that stands out from the other advertisements on TV or in the newspapers. Invest the time and money needed for the bottom line to be effective and your investment in this ad to be justified. "~ Kevin Leyes, Leyes Media & Team Leyes, from Leyes Enterprises
"Just because it's your local market, don't make assumptions about your audience's preferences or needs. Before buying a local ad, group the ad with actual community members from your area. A focus group will give you one in real time Response to how the community perceives the ad and allows you to make the necessary adjustments before broadcast. ”~ Jordan Conrad, letter explains
"Look for other local businesses that have been around for a while and that complement your business or product. You can work with them to leverage their presence while promoting your own business. You quickly build trust and a positive relationship by working with a local partner on marketing activities. "~ Syed Balkhi, WPBeginner
“A particular ad may appear based on the broadcast, content, or statistics of the radio, newspaper, or television company, but there is no guarantee of the age of the viewers or readers, so you are at risk. The ad should be accessible to everyone, understandable and eye-catching within 10 seconds. People should see it as part of the whole conversation rather than advertising. "~ Daisy Jing, Banish
“Promotion of a local audience should show local knowledge so that it appears authentic to your audience. By hitting local trigger points, you make the display personal to the viewer. Each ad must be memorable to get the most benefit from it. A memorable ad remains in your mind and essentially brings you more customer space than a good, but ultimately unforgettable ad. Ads that are being talked about reach even more ears. "~ Yaniv Masjedi, Nextiva
"I would suggest considering platforms where you can get a better ROI. Most TV, radio, and print media ads are not targeted compared to modern platforms like email and social media. If yours If the message is really local, find the medium in which your target audience is likely to see or hear your message, for example, advertise a concert where customers are likely to listen to a specific radio station. ”~ Kalin Kassabov, ProTexting
“No matter how creative you think, you understand that there are probably far more creative people than you are just an email away. If you want to invest resources in a localized ad, hire a professional who can bring in new ideas. This additional creative support will make your ad much more effective. "~ Zach Binder, Bell + Ivy