Have you ever had it happen to you? You bump into the same person over and over again in the same week or month. Sometimes it’s a friend you really enjoy seeing. Maybe it’s a person you don’t know but you recognize them from the local grocery store. Or perhaps you keep bumping into somebody you really don’t like.
As marketers in a multi-platform world, your job is to get people to “bump into” your product/brand over and over on many different platforms, hopefully in a short period of time. Reach & Frequency targets for local TV ads have changed as viewers’ habits on watching TV has changed. TV advertising is still very powerful and can create an emotionally connective experience where we get viewers to feel something while they learn something. To get that broad audience (Reach) and get your message heard over and over (Frequency) you need to blend in the advantages of social & digital platforms. We need to do this in branding our local TV news image and quite frankly we need to sell local advertisers on this concept as well!
Before reading on, let’s be clear about the use of the word “brand”. Your brand is not your positioning statement or slogan. Your brand is the “top of mind thoughts” people have about your product. Your positioning statement (slogan) should move people to the brand you are trying to achieve.
Regardless of your station’s positioning statement, all local TV brands are selling some of the same basic elements and using some of the same elements doing so using a chart that looks similar to this:
In the pre-digital days this was achieved primarily by using the power of your Television station with a little money spent elsewhere in the market. Today we have to look at these same elements/mechanisms but add digital into the mix.
Specifically, your marketing team needs to be creating digital marketing components for every TV ad brand campaign.
Different Platforms come with different user experiences and expectations:
- While they both use video, the UE for liner TV is very different than the UE for YouTube or OTT (Roku, Amazon Fire, etc.)
- While Video & Facebook Live still get decent Engagement on Facebook Live, each experience requires almost instant payback for the viewer
- Billboard Advertising is a quick-sell right? Video on Facebook must sell quickly too as most videos drop off dramatically in the first five to ten seconds of play
- Traditional teases during a program immediately preceding a TV newscast still work in the linear TV world. But these same video teases don’t work in social and online. Once a viewer gets the since you are “teasing them” on these platforms, they don’t click on your video again
- Instead social/digital teases need to give the user something of immediate value with a promise to deliver more inside the newscast
- Live up-to-the-minute on-scene report
- More depth than what you can deliver at this point in time
- Live tracking of storms, traffic, etc.
Here’s a test you and your marketing team can take together. Don’t worry; nobody is going to grade the results! Consider the following ad campaign called Disasters Don’t Plan Ahead from FEMA’s ready.gov:
- Look at these two clever PSAs designed for television
- Knowing the UE would be different how they build the radio PSA differently?
- Now compare them to the social media posts from the same campaign looking for what they did right and what they could have done better
Some questions to ask as you become a better multi-platform marketer:
- Are you playing the same spots designed for TV on all platforms? If so, start by reconsidering this strategy
- Is your marketing team considering the social assets of every image marketing promo shoot? Multitask when you’ve booked time with the talent so you won’t have to figure out the social sell later
- Have you created a Facebook Only video for your image campaign? Make sure to develop a Facebook Live in addition to a potential viral video
- Are we coordinating the timing of our digital play with when viewers might be “bumping into” the brand image spots on television?
- Have we built proof spots into the campaign? Have somebody from the news department to help notify you of material for a proof in a timely fashion
- Do the on-air and digital topicals have a thread of the current image campaign? I’m not advocating for a revival of the old IMATOP donut spots but topical producers should try to incorporate language from current image campaigns in topicals spots if possible
Your SmithGeiger consultant is well-versed on the need and execution of multi-platform marketing. We will continue to bounce ideas off you in this regard and encourage you to do the same.
Please use the comments section below to alert us to some of your work in this regard. We know there are some great success stories out there already!
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