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10 TSRs - June 2018

10 TSRs - June 2018

It’s already time to gear up for Back to School. And after some of the recent highly publicized shootings the issue of safety is top of mind both in much of the research results we are seeing and of course in the minds of parents and students. To help you get underway many of this month’s TSRs focus on how safe your kids are in school, on the field and just hanging with their friends.       

1. BULLETPROOF BACKPACKS -  These days some backpacks actually claim “we’ve got your back.” WINK TV tests two different backpacks and three types of guns - you be the judge if the price is worth the piece of mind. 

2. READY FOR THE WORST - Does your state insist on active shooter drills? Many don’t. WSB wonders why Georgia doesn’t. Does yours? If so, what can your child expect…if not, why not?

3. TEEN THREATS - As your kids walk the halls how much safer are they today than before Parkland? What have your schools done to up the security? WNBC examines why the increase in teen threats and what is being done to keep your kids safe.   

4. TRENCH COAT BAN - One common theme in some of the shootings even since Columbine: trench coats used to conceal weapons. A check by KHOU found that about half the schools have banned trench coats as part of the dress code. Dig into your school districts - are they doing the same?  

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Preparing for Tropical Trouble – 2018 Hurricane Season 

Preparing for Tropical Trouble – 2018 Hurricane Season 

It’s the first week of June and many of you have already seen massive rain associated with the tropics.  As if you needed a wakeup call!

Here are some strategies & examples put together by the SmithGeiger team (special hat tip to Andrew Finlayson) we trust you can use to add to your 2018 Hurricane plan. Many of these thoughts will also apply to those of you who compile Severe Weather & Monsoon plans as well.

As usual, this is just a short list so contact your SmithGeiger consultant for more strategies & examples and market-specific research!
 

Hurricane Season Strategies:

- WEATHER IS A TEAM SPORT WITH CAPTAINS PROVIDING DIRECTION 
    -News & Weather personnel must be invested in the planning & execution
    - Your station’s Chief Meteorologist and the weather team should be the captains who can articulate the value of your weather brand, your radar, and other tools in your weather center
    - The Team & Technology are investments that your station has made in keeping your community safe.    

- WEATHER LEADS THE WAY
    - Make weather own it… all weather accounts have to stay tight to this story…meaning they are on top of every development, every announcement, and their social platforms are the source of the station’s main social platforms 

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The Voice of the Voter: Interactive Voting Tools, On-Air Polls & Surveys

The Voice of the Voter: Interactive Voting Tools, On-Air Polls & Surveys

SmithGeiger has noticed an increasing number of stations using voting on-air and online/social to connect with their audiences.  When used correctly, interacting with the audience can have some significant benefits.  When done poorly, such on-air surveys can damage the brand, the newscast and the digital success of the station. 

There are six reasons we’ve identified to consider interactive voting tools:

1. Revenue – If stations can sell the concept to local advertisers and make money, that is reason enough to consider using this tool day after day on multiple platforms.  That said, stations have to know how to do it well.  If a station makes a few dollars but ruins a quarter hour rating day after day with poor execution of on-air questions/contests, it can cost a station money in the long run.  

Recommendation: Discuss where such interactives will appear and how often before sales is engaged to sell any voting presentations.  SmithGeiger can provide additional recommendations on what content and concepts work best across screens. 

2. Page Views – If stations do on-air voting and point to the website for the voting effort, it can lead to increased traffic to the website.   That can be a place of sponsorship mentions, but it can also be a source of additional revenue from ads in the page beyond the sponsor mentions, not to mention additional clicks to the website from the voting page.  

Recommendation: Look at the voting experience like a viewer each time such is used on-air and see if the digital team can embed videos or point to related videos and other links.  The vote page should be a recirculation engine to other content if at all possible…come to vote and stay for another piece of content. 

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Hot Clips: June 2018

Hot Clips: June 2018

The unofficial start to summer brings some sizzling Hot Clips from around the country...

Social Positive Promotable (WFTV, Orlando): using great video, audio, titles, and a happy ending to surface this shareable and watchable story

Straightforward (ABC): "no bull, no spin. Just give it to me straight" is the new sell from ABC News in this promo

Dual Monitor Toss (WINK, Ft. Myers): two anchors, setting-up and tossing to a live shot using big, bold dual monitors

Weather Hit, All 7-Day (KDVR, Denver): an entire weather hit based around the 7-day forecast

AM All-Platform Proof (KOLD, Tucson): proof of performance spot showcasing breaking news and weather on all platforms

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Top 5 TSRs - May 2018

Top 5 TSRs - May 2018

1. #RIPMedicalDebt -  By now you have likely seen the initial KIRO February effort to pay off medical debt of many in Washington. Various stations across the country are jumping into the effort including other Cox stations, NBC owned stations and others. Reporter Todd Ulrich and WFTV, working in concert with RIP.org, make hundreds of lives better in a state where medical debt is a big issue.  

And Cox’s Jacksonville station jumped into the effort also, but with a different twist- helping relieve the medical debt of more than a thousand military vets. Here’s an example of their @RIPvetdebt  and what they offered their viewers on Facebook. 

2. MICROCHEATING - Social media and dating apps like Tinder and Bumble have certainly made it easier to explore new interpersonal relationships. And it has also spawned its share of new problems with existing relationships. Some are now calling that gray area between a full on healthy relationship and separation/divorce “microcheating”. What are the signs? Should you be worried? Just how widespread is it? Empower your audience with how to discover it and how to set relationship boundaries. 

3. BATHROOM BACTERIA  - OK, let’s face it by now you’re already taking all kinds of precautions when it comes to keeping as clean as possible when you have to use a public bathroom. From hand sanitizer to using paper towels to opening the bathroom door handles. These days so many bathrooms have hand dryers – maybe to save on paper towel costs. But, new evidence shows that they could be a breeding ground for more unwanted bacteria as they “aerosolize” the bad stuff and increase the “ew factor”.

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Brand Marketing in a Multi-Platform World

Brand Marketing in a Multi-Platform World

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.

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Hot Clips: May 2018

Hot Clips: May 2018

Our May Hot Clips focus on showcasing, everything from your App to headlines, a sense of new, traffic, and even that big video wall...

Big Board Beauty (GMA): making use of every inch of the video wall to showcase and set-up two big stories

In-Show App Sell (WTOL, Toledo): instead of ending the AM newscast, they toss to their App by selling specific content on it

See Through the Fog (KABC Los Angeles): using the latest and greatest chopper technology to show traffic through the clouds

Selling All-New in a Tease (KGTV, San Diego): yes it's 6:20a, but no, we're not out of news yet

Film Strip Headlines (WMBF, Myrtle Beach): a different way to showcase your menu of stories off the top of a newscast

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The Next Modernization Of Digital And Live TV

The Next Modernization Of Digital And Live TV

Why do we inject digital references in our copy for live newscasts?

Easy answer, right?  Pump up awareness for our digital platforms. Signal that our website, apps, and social media are alive and kicking all day and night.  Some have gotten pretty good at blending in digital references without obliterating newscasts.  Some overdo it.

ALSO: Saying, “we first told you_____on our APP at 2:30 today…” has become the 2018 way of saying we were FIRST to report a story, replacing the old version of back selling to the prior TV newscasts.

That’s was we’ve done. Here’s what we need to do next:

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SmithGeiger Presents Research Findings at NAB Show

SmithGeiger Presents Research Findings at NAB Show

Seth Geiger was one of the key presenters at this week’s National Association of Broadcasters Show in Las Vegas.  In addition to presenting research findings in his session “The Media Trajectory: Alignments Between Leaders and Consumers”, Seth moderated a NAB Show panel which included Dave Smith, Chris Archer, Chris Lang, John Culliton, Mark Biggs & Andrew Finlayson.

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10 Quick-Turn Targeted Special Reports for May & Beyond!

10 Quick-Turn Targeted Special Reports for May & Beyond!

1. DEBT DONATION: KIRO’s Jesse Jones partners with RIP and spends $12K to buy up $1 million in medical debt. That money helps hundreds of state residents lower their medical debt.  Since the mid-February airing the station claims it has rallied the community to help relieve $5 million in medical debt. Please read the original story and follow-up storyas the recipients started to come forward give you a taste of this advocacy consumer journalism

2. POPPIN' FOR PAIN: you pop three pills for intense post-workout soreness, two for a pre-coffee headache, a small handful for period cramps, and suddenly you’re swinging by the pharmacy for a new bottle of Advil. Plenty of people pop non-opioid analgesics — aka everyday pain meds — without a second thought. But are you doing your body more harm than good?

3. RX RELIEF: What’s the best hope to cut skyrocketing drug sticker shock? This opinion piece challenges the Democratic plan to put price controls on drugs. It presents the Dem and GOP plans to those who suffer most and puts a victim panel together with ideas on how to get relief for those who suffer most

4. POOCHES ON PATROL: Getting a home security system is one thing but if you want to add to your safety – how about a pooch? And if so, what kind of pooch is best? KGW tries a test of man’s best friend

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