Local media consumption and why it’s important to your campaign.
Before starting a new marketing or advertising campaign there are a lot of intricacies to consider. Who is your core demographic consumer? Should your advertising be aimed locally or reach a wider audience? What tactics should you consider for your campaign? While these are all important points to consider, they all involve one fundamental building block. In this article we’re going to explore Local Media Consumption (LMC) and why it’s important to your campaign.
Local Media Consumption is the measurement of media consumed in your local market. While this may sound like a simple concept, the results can vary greatly from market to market. For example, Los Angeles California is a large market consisting of over four million (2015 Census) individuals with a high digital media consumption. There are a large number of individuals on mobile devices consuming media every second of the day. In the Los Angeles market, campaigns heavy in digital with a print supplement do very well.
In contrast, Pearland Texas has a population of 91,252 individuals (2010 Census) where primetime TV was rated as the most consumed media type. This was followed closely by mail with digital falling in third place. It’s important to remember that not only are there variances market by market and state by state but within a state as well. A third example of Bishop California, a resort destination with a population of 3,760 individuals (2015 Census), shows the most consumed media as primetime TV followed by mail, magazines, radio and then digital. In each of these markets different advertising tactics must be used to gain maximum exposure and garner the desired results.
While it is important to understand how LMC has a direct effect on your campaign, understanding the influence on LMC is also important. In the example of Los Angeles, the market consists largely of a younger demographic. The households where the head of household is 65 years or older accounts for only 8% of the population. Given this information, we have a population that is highly tech savvy and prefers to get their news in a digital format. In contrast, the median age in Bishop is 44 and the population of Bishop changes little over time due to extremely limited private land available for development and population growth. This population grew up in an age less technologically advanced and prefers to get their news from more traditional methods like TV, magazines and radio.
In addition, high speed internet and cellular service was spotty at best until 2010 when major telecom companies began developing and servicing the area. Bishop is also known as a resort town often visited by the younger generation in Los Angeles. While these individuals visit they prefer to disconnect from their digital life and enjoy the beauty of the surrounding area. In this example, printed media such as newspapers, shared mail and local television is a great way for local businesses to reach their desired customers.
Once you understand how LMC can affect your campaign and the factors that affect it, the concept is easy to apply. It is important to remember that as time progresses so does LMC. Keeping a campaign fresh and in line with your markets LMC not only ensures a successful campaign but also maximizes local visibility and builds brand recognition.
ABOUT THE AUTHOR
Silvercrest was founded in 2011 by advertising industry veterans William Rodriguez and Ryan Gesler. The company provides advertising, data and technology solutions to franchisees and small businesses. http://silvercrestadvertising.com/
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