Category Archives: cable TV

Marketing Podcasts: Less Pain, More Gain.

Podcast image

If you’re a local media salesperson it’s important to not only know everything there is to know about what you’re selling but you also need to know what your customers may be thinking, in terms of their marketing options and ideas.

As professional marketers, it’s tough for us to keep up with all the new technology and marketing opportunities that arrive on the scene at an ever increasing pace. Imagine how your small business customers feel? In addition to running their business, they get bombarded by media salespeople in their local market as well as emails and online offers from all the social media and digital channels. The options, opportunities and trends are likely to be overwhelming to most small business owners and managers…or at least make them feel like it’s tough to keep up and make an informed decision on where to best invest marketing dollars.

One thing a local media salesperson can do is attempt to be THE authoritative voice for their small business customers. I know what you’re thinking. Who could possibly have the time to read marketing books or spend valuable prospecting time following ”thought-leaders” on social media or participating in webinars. I get it! Especially as a salesperson, your time is valuable and you’re judged by closing sales (not how smart you are about marketing.)

Recently I’ve been thinking, how can I get smarter about marketing without committing time I don’t really have in the first place? Then I thought…what about a podcast (or two?) There are very few podcasts that are household names. Check that, with the possible exception of Serial (https://serialpodcast.org/) there are no podcasts that are household names. So how or where to get started?

Admittedly, this wasn’t exactly scientific:

  1. I did a Google search of ”top marketing podcasts.”
  2. Based on seven different rankings from people that purportedly listened to all (or most) of the podcasts in the marketing podcast universe, there were five marketing podcasts that appeared in ALL of the rankings.
  3. If you’re looking to become a smarter marketer in less time (and be your customer’s marketing guru) then these would likely be a great place to start:

#AskGaryVee

Beancast Marketing

Six Pixels of Separation

Marketing Over Coffee

Social Media Marketing Podcast

Have a listen and please let us know what you think in the comments section below. I hope you find these enjoyable and valuable.

Post by Jim Jinks

 

 

 

 

 

All Advertising is Local

There’s an oft used phrase in Washington – ”all politics is local.” Congressman Tip O’Neill, the legendary Democratic Speaker of the House from Massachusetts, wrote a book titled All Politics is Local so he is perhaps most closely associated with the phrase. In short, no matter what is happening in the world, a smart politician pays attention to the ”parochial” interests of his/her constituents.

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In some ways, despite the overwhelming attention paid (in the media and in the advertising industry) to the spending of large national chains and global brands, much of advertising is local as well. But we need to think a little differently about what we mean by ”local.” Very few advertisers are necessarily well served by trying to reach everyone (not that it’s possible.) Effective ad campaigns require that we can reach certain households and certain people within a household. Advertising is not quite local, in the Tip O’Neill sense of the word, advertising is really more like hyper-local or at the individual level.

So why am I banging on about this? Why does it matter?

It matters because understanding the root of effective ad campaigns -especially now- should change our perception, somewhat, of the way the ”demise of print” is so often reported.

In print news recently, Politico reported that Macy’s would be cutting their ROP national advertising by 50% and last week Mediapost reported that the Newspaper Association of America announced they would roll up National Newspaper Network (NNN), their national ad sales arm.

http://www.politico.com/media/story/2016/06/the-macys-factor-004590

http://www.mediapost.com/publications/article/278133/newspaper-national-network-folds.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=93824

Juxtapose these print industry reports with a recent article in the Atlantic about the state of journalism in the Facebook era. The Atlantic article noted that Pew Research looked at the digital traffic of the top 50 highest circulation newspapers in the U.S. Pew found that in just the past year, over half the papers had seen mobile and tablet traffic explode past desktop traffic. In other words, news consumption isn’t declining – it’s simply migrating to devices that are more personal (e.g. at the hyper-local or individual level.)

http://www.theatlantic.com/technology/archive/2016/06/facebook-ate-the-universe-bye-universe/486944/

It is true that many large metro dailies are struggling to hang onto national advertisers and this struggle is likely to continue. However, newspaper organizations are well positioned to capitalize on the hyper-local/individual-level needs of most advertisers, especially when we better define ”most advertisers.” In the U.S. the number of corporate/national advertisers is dwarfed by the number and amount spent by small/local market advertisers.

Facebook and Google have thrived because they offer cost-effective tools that ”small” local market businesses love. Facebook and Google are response-based and allow advertisers to reach relatively well-defined groups of potential customers. Local advertisers, unsurprisingly, have flocked to this low risk way to target the ”right” people in their communities.  Indeed, the Atlantic article reported that 85% of all online ad spend goes to Facebook and Google….rather than the flashier ROS display buys on high traffic sites.

Community weeklies and mid- and small-dailies have the advantage of the content distribution channels of social media (Facebook, Twitter, LinkedIn, Instagram, SnapChat and others) while offering advertisers a print and digital footprint that largely overlaps well with the defined local markets of many small advertisers. For the great majority of these advertisers, their menu of local marketing options beyond Facebook, Google AdWords, direct mail and the local newspaper platform includes advertising media that are decidedly less geographically targeted, response-based and cost-effective. For a variety of reasons (ad production costs, reach, waste etc.) Broadcast TV, cable TV, radio, outdoor -and even in some cases the large metro daily- are not ideal for many local market advertisers.

The widespread generalization of ”print” and ”advertisers” -in a great deal of the print and advertising industry reporting- pretty much walks up to the line of misrepresenting what is truly happening in these industries. Granted, advertising and small business at the hyper-local/individual level is tougher to generalize but it is where the bulk of all kinds of important transactions are actually happening at an ever increasing rate.

Post by Jim Jinks.