The Keys to Success

Local media differs from national. It is more specific and directional. Advertisers target a specific market and choose to advertise to them, not the generic population. The first key to local media planning success is matching media with markets According to the text in Chapter seven, some important factors in this area to consider are the “breadth” of the audience and geographic considerations. Certain advertisers call for certain ways they should be marketed, Some advertisers will do better with billboards, some better with radio and others with newspaper. Each client needs to be evaluated to figure out which system will do the most good and bring them the most exposure and success. The second key is the local market profile. Out text states shows three different examples of a market profile. The first is a large city, the second is a small city with a major university, and the third is a tourist area. This list is nowhere near exclusive, but gives a few good areas to start with. This is important because local advertisers need to know who they are marketing to to better see what approach they should take. The third key to local media planning success is research on a local level. To really get to know your market, the researcher needs to use both facts and research and human instinct and observation. With the right combination of these two, it will become easier to know exactly the best plan for success.

Media Sources Available Around Here

There is a great variety of media sources in this area. Advertisers can market with local tv, local radio stations (make note of marketing on the right station for the audience), local newspapers, billboards, park benches, social media, mail, email, flyers put in local businesses and schools. Ads can also be placed on shopping carts, floors of department and grocery stores, in the windows of businesses, buses, websites, yard signs, product placement in local tv programs,

This Specific Market: Good Ol’ Amarillo
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The Amarillo market is made up of roughly 250,000 people. The median age range as of 2010 is 34. The highest percentage of the market is in the 35-54 age range and average household income is roughly $45,000. This information was all gathered from the Amarillo Economic Development Corporation. The major employers of this area in manufacturing are B&W Pantex and Bell Helicopter Textron. The major employers in food processors and distributors are Tyson Foods and Affiliated Foods, Inc.. The major employers for businesses and financial services are Hastings and Western National Life/ Valic. Other top employers of the area include: Amarillo Independent School District, Baptist St. Anthony’s Health System, City of Amarillo, Northwest Texas Healthcare System, Xcel Energy, Texas Department of Criminal Justice, and Amarillo College. This was also found of the Amarillo EDC website. “Policom Corp. placed Amarillo at No. 134 in its Economic Strength Rankings — ninth out of Texas metropolitan areas, according to the Amarillo Economic Development Corp.” It jumped up 22 places in just one year. The economy is described and financially stable with better ratings in almost every economy related topic compared to the U.S. as a whole. Click here for the chart.

Specific Markets to Medium.

a. Out-of-Home
i.    Medium: Billboard
ii.   Advertiser: Coyote Bluff Cafe
iii.  Rationale: Amarillo prides itself on great burgers and I must say this place is up there with the best. Their is only one location and it is not an overly big place. This type of medium would allow for the small business to have a lot of eyes see a bug juicy burger. Let’s face it, that makes Texans hungry.

b. Newspaper
i.    Medium: Amarillo-Globe News
ii.   Advertiser: Amarillo Venom Arena Football Team
iii.  Rationale: Sports has and always will be a popular section in newspapers. A great thing about a local team using this medium is the audience it will attract. Many people reading these are older and most likely have time and money: perfect for spending an evening watching football. This audience also tends to be tied in with the local community if they are reading newspapers and going to local sporting events boosts the community and is a lot of fun.

c. Magazine
i.    Medium: Amarillo Magazine
ii.   Advertiser:  The Panhandle-Plains Historical Museum
iii.  Rationale: People who are reading this magazine want to know what is specifically going on with Amarillo. What does Amarillo and the surrounding areas have to offer them? The Museum is a great part of this area that people could forget about if they are not reminded that it is so close and of the great experience it has to offer. It would connect well with an audience who is interested and tied to the community.

d. Radio
i.    Medium: 93.1 The Beat
ii.    Advertiser: I Don’t Know Sports Bar and Grill
iii.   Rationale: This station tends to connect with an age range that would likely be drawn to a new bar and grill. It plays new pop and rap as compared to the country stations around here. A major selling point of I Don’t Know is the large variety of beers they have on tap. They should market it as a fun place to go for college age students and those right out of college. This station gets a lot of traffic from this group.

e. Radio
i.     Medium: KFDA News Channel Ten
ii.    Advertiser: McFarlin’s Jewelry
iii.    Rationale: This medium would generate a lot of exposure. The audience that would typically be watching the news is older and therefore typically has more money to spend of jewelry. The company should have enough money to buy a slot and since they are competing with major brand names such as Barnes Jewelry it could be good to get their name out there. They could also try to use a more unique selling point instead of jewelry that all looks the same. Smaller, local companies such as this one need to get their name out there to be successful.

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