Shopping For Local Advertising Media Partners – Four Factors to Take Into Consideration

The nature of some business ventures is such that they can only thrive on local advertising. Take a restaurant, for instance. The people in this line of business would surely expect that most of their clientele is in the locality within which they operate. Therefore if they are to benefit from advertising, they needn’t invest so much in national advertising, as in local advertising that best reaches their prospective clientele. The restaurant is of course only one type of business, for which advertisement has to be localized, if it is to be effective. There are numerous other such businesses.

For the most part, local advertisement is done through media outlets with a local reach. But unlike national (or international) advertising, where it is often easy to make up your mind quite easily on which the best places to advertise are, things are not that straightforward on the local scene.

Here then, are four factors to take into consideration when making a choice of local advertising media outlets you can partner with.

1. The audience: You need to first work out which the particular demographic groups you will be targeting in your advertising campaign are. Where you are targeting all demographic groups, then your best bet would be in the outlets with the widest ‘general population appeal.’ Even where you have a particular target group in mind, the temptation would be go for the outlets with the greatest general appeal, though when you look at the chances of making an impact, the specialized outlets which have that targeted audience would probably be better for you. Ultimately, the worst thing you can do in this regard is, of course, to throw your advertising message where the audience is likely to complete ignore it, on account of its irrelevance to them.

2. Cost: Like every business decision, your local advertising campaign is subject to cost-benefit analysis. You need to be sure that the amount of money you spent on it is an amount that you stand to recoup from the increased business you will get out of all. Thus you may find one very good local media partner, with wide appeal in the demographic groups that make up your target audience, but if their costs don’t make sense (and you are unlikely to recoup them), then you would be advised not to burn your money.

3. Reach: this is closely related to the audience consideration we explored earlier. But the ‘reach’ consideration is wider, because whereas the audience consideration is only ‘qualitative’ – looking at the demographic groups, the ‘reach’ consideration is also quantitative, looking at how many people the chosen media outlet actually gets to, and how far (geographically) its reach is. In this regard, you need to check out the ‘reach’ data from independent sources, and not take as gospel truth what the various media outlets have to say about themselves.

4. Respectability: this is where you want to put out your advertising message through an outlet that is well respected in your target audience, that is, where the message will be treated as ‘authoritative.’ Of course, this is not respectability in the traditional sense; the conservative sense. Rather, it is respectability in terms of how positively the target audience views the media outlet in question. As you come to discover, different groups, for instance the youth and the older folks have different -and often clashing- criteria for what is ‘respectable.

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