Local businesses add character, individuality, and pride. They are more than a business, they’re our community. And this year, more than ever, we’ve found news ways to unite — stronger than ever. As a business owner, you’ve undoubtedly faced your own challenges this year. But you’ve pivoted and adapted, and now is the time to reach out and let potential customers know you’re here for them, and advertising is the way to do it. Spending more time at home has led to an increase in Americans’ engagement with TV and the internet. Consumers are watching 63% more TV and spending 70% more time browsing the web than they were before the global event.[1] A strong multiscreen advertising strategy is the best way to capture potential customers’ attention and position your message. Here are five tips from the marketing experts at Spectrum Reach on how to create an advertising campaign that will help rebuild and grow your business.
- Craft your message with care. In the current climate, sensitivity is key. It’s important to communicate what your business offers, but that might look different than it would have earlier this year. Forging an emotional connection with viewers is highly effective. In a study based on advertising campaign performance, 31% of ads with an emotional pull succeeded, versus 16% of ads that focused on rational content.[2]
- Be seen across all screens. These days, consumers watch TV across all screens and devices. You’ll make the biggest impact when you cover all of them. Your advertising campaign should include a combination of TV, streaming apps, digital, social, and search to ensure that your message is seen by the right consumers, wherever they’re watching.
- Keep it local. You know the people in your neighborhood. Choose an advertising partner that gets that. Better yet, choose one that knows and cares about your community like you do. Joining forces with a company that’s invested in local businesses and your community will build trust and help make the most of every advertising dollar you spend.
- Do it with data. Actionable, privacy-compliant data is essential for a successful campaign. Insights about what content your ideal customers are consuming will allow you to target them directly. Find an advertising partner that uses a wealth of aggregated and deidentified data to reach the right customers.
- Measure your ads’ performance. Make sure your advertising partner offers transparent 24/7 reporting. Access to information about the source of every impression will tell you exactly how often and where your campaign is being seen. Then you’ll be able to invest more wisely and infuse important insights into future advertising decisions.
The marketing experts at Spectrum Reach have a wealth of advertising knowledge that they’re ready to share to help you succeed. They’re the most trusted media sales company in America, and they happen to be your neighbors.[3]Learn more about how to grow your business with Spectrum Reach.
CONTACT:
Nicole Schmies
Field Marketing Specialist
(608) 826-1360
[1] Kantar Media. “COVID-19 Barometer.” March 2020.
[2] Thinking vs Feeling: The Psychology of Advertising, University of Southern California, Master of Science Applied Psychology. NIELSEN.COM “WHEN IT COMES TO ADVERTISING EFFECTIVENESS, WHAT IS KEY?” 10-09-2017; Brightcove Inc. 2018 Video Marketing Survey; Brightcove 2018 Video Marketing Survey.
[3] The Myers Report 2020, Survey of 700 Advertiser and Agency Executives on Perceptions of 80 Media Organizations.
