Creating Success | Media Reach
For a local business, piecing together the components for an effective advertising campaign can feel like solving a jigsaw puzzle, particularly given the myriad of media options available. As a valued client of Marshall Marketing, you have access to a tool that seamlessly integrates all these pieces with just a few clicks. Have you determined how your client is allocating their media budget? If so, it’s time to leverage the MEDIA REACH function in your MyMarshall software to plan a buy with Media Synergism!
Many local auto dealers are currently utilizing radio, digital, and television in their advertising efforts. A straightforward “Back to Basics” method to assess how each medium reaches potential buyers involves a two-step process:
(1) Generate a ranking of each medium based on consumers intending to purchase a vehicle
(2) Create a media reach slide that illustrates how the leading responses from each medium perform in reaching active consumers. The ultimate goal is to achieve media synergy!
To the right, you can see the individual performance results for digital, radio, and TV, cross-tabulated with respondents who plan to buy a vehicle. Regarding television, it’s noteworthy that the 6 p.m. News alone surpasses the weekly reach of the top three radio stations.
The fact that the 6PM news has a higher reach than the top three stations in radio is a powerful statement worth sharing with all auto dealers (and other local clients you work with!) It is very important to continually have this type of data in front of all decision makers and decision influencers. There is plenty of attention being paid to all the aspects of digital/social advertising. Do not let that overshadow the impact of linear television.
The final piece of this puzzle is showing how these three media work together for reach greater than the individual mediums alone. Here is the reach of the top TV program, top radio station, and the station’s website:
Below is the reach of the 6pm television news plus the Station A website. Notice how the reach is basically maintained while eliminating radio. It’s essential to assess media costs along with your overall reach objectives, as this is crucial to piecing together the media puzzle.
Every media channel engages distinct audiences. By integrating these channels, you can achieve a wider reach and strengthen your message. Media Reach effectively in the Marshall software will result in increased revenue for your station.
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