Local Marketing & Public Relations :: Local Advertising
Advertising Strategies and Tactics
It doesn’t matter how good you are if nobody knows it.
You can have the best product, the best service and the best guarantees – which you do – but it won’t do you any good whatsoever if people don’t know about it.
That is the purpose of the Carrier Expert Marketing Kit – to help you get the word out to your potential customers. It is packed with a comprehensive selection of print, radio, outdoor ads, direct mail, banner ads, Press Releases, PSAs and more for you to choose from. The ads are designed to encourage customers to turn to their Carrier dealer when they need answers to their indoor comfort questions. The campaign also pre-sells them on the advantages of Carrier systems so they will be more receptive to your local advertising efforts when it comes time to purchase a new heating and cooling system.
Take advantage of your advantages.
How, when and where to place a message is as important as the message itself. This marketing kit is designed to help you determine the right mix and message for your budget and needs.
Take a few moments to review the following pages. You’ll find quick and easy guides about everything from choosing a message to selecting the proper media mix for your particular area and budget.
Media planning help: Media 1-2-3
Media
The best advertising tools are of no use until you learn how to use them. The following charts provide a framework for local media planning and buying to help you with your local efforts:
I. Identify Advertising Goals
Every smart advertising plan has a strategy, set of goals and a purpose. Create a flight schedule, define your audience and determine a geographic area for your communications. Identify what you would like to achieve through your advertising efforts and work toward it. It’s essential that your objectives are measurable so that you know if your plan is working for you. One smart way to measure response is a strong call-to-action in your ads. As prospective customers contact you, inquire about how they found your dealership and track their responses. This is a great way to learn which medium is performing best for you.
II. Media Planning/Evaluate Local Opportunities
Every medium has a distinct inherent value. To help direct your efforts, analyze each based on its advantages and limitations.
Television
Advantages
- Broad and immediate reach.
- Available in 15- or 30-second spots.
- Planned and purchased by daypart (i.e., early morning, daytime, prime time).
- Cable TV can allow for lower cost, targeted messaging.
Limitations:
- Higher out-of-pocket cost than other mediums.
- May reach outside of your immediate trading area.
Hints
- Corporate produced television is easy to tag, providing you with a
professional spot with little or no production costs. - Try using special offers and create a sense of urgency.
Negotiating Television
- Consider airing during home improvement shows, as audiences may be more open to your message. Local news is another great outlet for local advertising.
- TV stations also offer lots of opportunity to place ads and sponsor content areas on their Website. These efforts are highly trackable and can extend the value of your overall media spend with the station.
Radio
Advantages
- Can provide high message frequency.
- Immediate.
- Planned and purchased by daypart (i.e.,early morning, daytime, evening drive time).
- Excellent medium for limited-time offers and promotions.
- Lower out-of-pocket costs than television.
- Low production costs.
- Commonly available in 30- or 60-second spots, although 10-second messages can also be effective (i.e.,traffic and weather sponsorships).
Limitations
- Broad reach can only be achieved through purchase of several stations.
- Out-of-pocket costs, though lower than television, can still be substantial.
- Limited to audio communications.
- The number of stations in a market can make it more difficult to choose the right stations.
- Like television, radio stations also offer many Website advertising and content sponsorship opportunities.
Hints
- Locate stations that appeal to your target audience.
- Find out how these stations rate against their competitors among your target.
- Consider drive time and weekend programming.
Out-of-Home/Billboards
Advantages
- Geographic targeting.
- High visibility reaches a broad audience.
- 24-hour exposure.
- A variety of available executions: billboards, transit, venue signage, etc.
Limitations
- Limited messaging area.
- Prime locations are higher cost.
- Zoning restrictions may limit availability.
- Usually requires long-term commitment, often from 3 to 12 months.
- Changing messages can be costly.
Hints
- Start shopping early for your desired sites; most sought-after locations stay contracted for extended periods of time.
- Keep your message short and concise. Try to limit your message to seven words or less. The biggest mistake advertisers make with outdoor is trying to communicate too much in a limited space.
Negotiating Out-of-Home/Billboards
- Ask about an audience estimate to ensure the location will have enough traffic to make the investment worthwhile.
- Make sure you understand every aspect of the contract, from the length to the terms to changing creative.
- Negotiate creative changes within the outdoor contract.
- Find out who maintains the sign, and determine how maintenance will be performed in the event of damage, overgrowth of trees, etc.
Newspaper
Advantages
- Immediate reach
- Geographically targeted.
- Good source for limited-time offers or coupons.
- Allows space for detailed messaging.
- Targets audience when they are in information-seeking mode.
- Can choose sizes to fit nearly any budget.
- Specific sections target certain audiences.
- Newspaper ads can be cut out and saved.
- Relatively low production costs.
- Messages can be changed quickly and frequently.
- Many consumers are migrating away from the physical newspaper and into online versions of their local paper. Regardless if your ad is online on in-print, local newspaper is good for reaching local consumers. As with any online media, be sure to look for relevant content in which to place your ad or sponsorship elements in order to maximize visibility among targeted consumers.
Limitations
- Short shelf life.
- Small ads can get lost in the clutter.
Hints
- Consider placement near the weather or local news sections. These areas tend to be frequented by more users.
- Consider placement in a large newspaper with a zoned edition. This will keep you from paying for circulation beyond your trading area.
- Inquire if your paper runs home-improvement editorials. This could be a great place to locate consumers who are in your market.
- For higher visibility, inquire about post-it notes, inserts or polybags.
- Special offers and strong calls-to-action are goods ways to elicit results.
Negotiating Newspaper
- Inquire about zoned/zip code availability.
- Use your address to qualify for lower print rates (retail rates).
Yellow Pages
Advantages
- Reaches in-market prospects.
- Secures year-long presence.
- Online becoming more popular than print.
Limitations
- High clutter factor
- Difficult to differentiate.
- Locked into one ad for entire year in print version.
- Print version usage down.
Hints
- Consumers still go to the Yellow Pages when they are searching for a dealer, particularly online.
- Use subject headings that accurately reflect what your business offers.
- If using printed editions, choose those that cover your immediate area.
- If you use multiple editions, track your incoming calls to determine which is performing for you.
- Include your listing in the Internet Yellow Pages for maximum exposure.
- See the online sction for more information to list your business in local online resources.
Direct Mail
Advantages
- Caters directly to prospects.
- Results can be easily tracked.
- Various executions, including freestanding and multi-advertiser.
- Promotions are easily integrated.
- Recipients can be very targeted.
Limitations
- Limited reach.
- Clutter issues.
- High out-of-pocket costs (postage & printing).
Hints
- Define your audience so you target the exact people you want to reach.
- When purchasing lists, compare against your existing customer lists to market to new prospects.
- To ensure greater response, consider the quality of the mailer and the offer. Direct mail typically achieves a .5%- 3% response rate.
- Be sure to track your results.
Internet
Advantages
- Reaches in-market consumers who are in information-gathering mode.
- Execution options include pay-per-click search listings (search engine marketing), banner ads, email, e-newsletters, and content sponsorship.
- Presents an opportunity to drive consumers to your Web site.
- Measurable results.
Limitations
- Requires unique creative to get attention.
- Competing for attention in a potentially cluttered environment.
- Search engine marketing requires frequent monitoring to ensure you are optimizing your budget.
Hints
- Choose sites that reach your geographic target area (local newspaper, TV/ radio affiliate sites, etc.)
- Consider sites that offer weather editorial or home improvement tips.
- Include your Web address and a link to your Web site.
- Offer online-only specials.
- Consider establishing lead generation programs with contractor Web sites, such as Angie’s List and Service Magic.
Negotiating Internet
- Inquire about the tracking capabilities of the site. Make sure they provide campaign results.
Community Events
Advantages
- Excellent for public relations.
- High visibility.
- Consumers tend to favor companies that support the local community.
Limitations
- Potentially high out-of-pocket costs.
- Tracking return on investment is difficult.
- Return on investment is not immediate.
Hints
- Communicate your support to local media outlets (PR).
- Include your sponsorship of community groups in your advertising.
- Take advantage of signage or other promotional opportunities with the organization you are supporting.
III. Media Buying/Negotiating
In general, most media rates are negotiable. Look to your sales representative as a resource to help you plan your media and design a suitable program for your business. Building good media relationships is key to long-term, effective advertising, so walk away from any relationship that puts you in a high-pressure situation. Your business can suffer if you make media spending decisions in haste.
Negotiating Media:
- Inquire about the coverage area of the medium and compare that to your trade area.
- Learn what happens in the event that someone does not run your ad. They should rerun the ad later (make good) or refund your money.
- Get a guarantee on the audience they say they can deliver. Advertising is not about the number of ads, but about the number of people who see your ads.
- Ask about promotional events or special programming. Sponsorships of this type can maximize exposure.
- Avoid non-cancelable contracts.
- Ask for value beyond what you are paying for. Bonus spots, online
opportunities with their Web site and sponsorships of special segments can sometimes be negotiated at no or low cost to complement your paid schedule. - Ask about co-op, retail, or new advertiser discounts. New advertisers can often get discounted rates.
- Try to secure guaranteed placements.
- Inquire about production capabilities and costs.
- Ask about special events or promotions your business could tie-into.
- Lower rates per ad can be negotiated by making space commitments up front (frequency discount) or for longer periods of time.
Getting the Best Deal:
It isn’t unheard of to shop around for a great deal. Weigh your options and don’t jump into anything unless you’re certain it’s worth it to you and your business.
- Compare your purchase to the previous year.
- Prices do rise, but try to keep your increases in check; typically less than 5-10% increase per year.
- Don’t just stick with one place. If prices are above what you are comfortable paying, let your rep know that you are shopping around – it could lead to a better deal.
IV. Placing Orders and Following Up
Although you may have developed a good working relationship with your sales representative, you still need to look out for yourself. Following up on your order is essential.
- Place orders with sales representatives, and have them confirmed in writing.
- Read contracts before you sign them.
- Ensure that you are billed at net cost if you are placing the media
yourself without a third-party negotiator. - Request media affidavits/invoices or other proof that ads ran (proof of performance).
- Understand your cancellation options and any costs you will incur (short rates).
- Purchase broadcast and direct mail media at least eight weeks in advance.
- Keep track of creative deadlines and commitment dates.
- If you are placing the ad yourself, be sure to ask for "net" rates. Rates that are "gross" may include a 15% ad agency part of their compensation. Just be sure you know which type of rate you are agreeing to.
- Pay your media bills on time (30 days) to protect your reputation.