local media insider

What local advertisers still want

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Last week we recommended a quick ten question survey of advertisers - and this week, we got back some results from an LMI member who used this questionaire. 

One thing is clear: this week's case study, the SoloMo package created "gets it right."   Merchants want digital marketing - not just advertising. The SoLoMo package, brainchild of Marc Jenkins, Director of Digital Media Sales for the Florida Times-Union, aka Jackonsville.com, provides a combination of services, and a single point of contact backed up with customer service. 

We've beat the drum on a number of occasions about what merchants want that local media is not selling. 

If you are still uncertain, the quick ten question advertiser survey  gives some quick answers directly from the local merchants who sales reps talk to - or try to talk to - every day.

One LMI member site who tried it got back some interesting results. The survey was sent via email to all potential advertisers including those who used to advertise and those who never have.

Of merchants who responded (expect 1 percent), about 80% were not currently advertising, and almost 40% had never advertised with the media company.

So here is the famous "green side" of the ven diagram, that shows the market of merchants who are not advertising - and also, in this case, no longer are - talking directly about what they want to talk about and invest in. 

Drum roll please.

Around 45% answered "yes" or "maybe" to the question "would you be interested in" eight of the ten services in the questionnaire. None of these services included advertising. 

That is, 45% of these businesses would like to talk about custom Facebook pages, and about checking their placement in all the local directories (not just one the rep happens to be selling) and being able to text their customers.  That is a lot of talking points so far. 

53% are also interested in a service that lets them manage and respond to mentions about them on the web (reputation management),  or about contests and giveaways that build their email lists.

About 40% are even interested in using the media's graphic design department to create their "brand identify, create posters, T-shirts and other marketing."

Again,  most of these businesses are NOT advertisers, but took the time to fill out this survey. So we think this shows huge opportunity. 

Is your local market different? Of course, it is. That's why sending a survey is important, so here it is again.  It is pre-written and free using Survey Monkey, so there is no excuse. We recommend sending out this survey before 2012 planning is finalized, and sharing it with sales people and top management as both a reality check and motivator to get in the conversation.