Posted on May 2nd, 2018 By Bill Seitzler
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.