Don’t Underestimate the Value of Local Media

Today we had a funny discussion about marketing in my office. Our Millennial Financial Analyst was asking why we buy so many 5 second ID spots on our local TV news programing. I said “Duh, that is where our clients are!” He looked at me like I was crazy. So my coworker and I told him why we are big fans of local media.

First of all, you have to ask who the customers are. I work in Gaming, my customers are usually 45+ and they tend to watch the local morning and evening news. Of course the Millennial didn’t get it, he was born into a different generation of technology than our average customer. He probably doesn’t know when the news is on even if he wants to watch it. The Millennial doesn’t listen to local radio or watch local TV, but you know what else, he doesn’t gamble! Most in the Millennial generation don’t gamble, at least not yet. So he isn’t our target market.

We buy advertising with local media as much as our budget allows. We have been very successful in marketing our entertainment and special events with traditional media advertising. We also buy online advertising and participate in social media, but it is much easier to get feedback from the traditional avenues of advertising.

In addition, we need local media. They are a great resource and the only media that truly cares what is going on in the Biggest Little City. The reporters are our neighbors, and they cover our special events and are customers at our businesses. We need local media to make our community a great place to live.

KOLOGoodMorningReno

Image Credit: KOLO 8 Good Morning Reno

Local media is fantastic for promoting special events. They have been good to me over the years as an event producer. Every time I do an interview on a local TV station or even local radio I get feedback from friends and family that they saw or heard my interview. Last time I was on KOLO Channel 8’s Good Morning Reno show at 5:45am to promote an event my phone starting ringing instantly with friends calling and texting to tell me they saw my interview. Disclosure: Link is not to my interview but another event they covered recently at the Nugget.

Also keep in mind how important local media is when you are buying advertising. We support local media and they support us. New media is great, but if you are an event planner or a small business don’t forget about traditional local media. I’m thankful for local media and the opportunities they provide for us to promote special events.

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About lisajansennv

Special Events, Marketing, Community & Public Relations Professional, Tourism Advocate, and Travel Enthusiast. I blog about event management, public relations, marketing, community relations, customer service, and sponsorship relations. View all posts by lisajansennv

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