As a marketer you have a lot on your plate already and I know it’s difficult to just manage business in this economic environment without having to worry about the way local advertising is changing. Well, here’s another sign that doing business the way you’ve always have done business just won’t work anymore.
Facebook for the first time ever beat Yahoo for unique site visitors in January and therefore takes over second place to Google. Google passed Yahoo way, way back in 2008.
If you’re involved in local or retail advertising for your dealers then you have to be at least experimenting in social media and you should already be implementing local online search campaigns and local banner adverting campaigns with your retailers right now.
We think adding that functionality to your adbuilder for dealers is the best, smartest, fastest and least expensive way to participate in the new media and prepare yourself to move to whatever proves popular for consumers next. The content needed for a landing page or a Facebook fan page isn’t that much different than what it takes to build a local newspaper ad. And, they should all be carrying the same message and promotion simultaneously.
Sorry to say, this isn’t a good time to rest on your laurels.
Here’s a good example of how a dealer microsite can make your dealer locator be more effective for you, your dealers and your consumers.
This dealer microsite is linked to directly from the dealer locator results page.
It’s loaded with up-to-date content from the brand, has the brand approved look and feel and the dealer adds the very important local information (price and promotion) for a complete consumer experience. The dealer loves it because there are no links back to the brand site where a consumer can find another dealer.
It even has a shopping cart for each of the dealer locations.
The microsite is managed by the dealer as part of the brand’s online adbuilder. So, when a dealer or brand has a promotion it automatically flows to the dealer microsite and to the consumer without any publication costs.
Dealer’s can link to it from their own site, use it as a landing page for a local Google adwords campaign and soon this content will build a local fan page in Facebook.
Now, this is much better than just having your adbuilder build newspaper ads.
Last month Intel unveiled a digital signage concept that will open up new digital opportunities at retail and ultimately change the face of point of sale signage. You wouldn’t know it from the cheesy, low-budget announcement video from Intel, but this will be big.
This POS concept has a small camera that processes male/female, height and approximate age factors in order to serve up appropriate merchandise selections that might be relevant to you. Add in an RFID sensor that could read an Radio Frequency tag embedded on a loyalty card in your wallet and it would know how valuable you are to the store and what to show you. The logic of “what to show to whom” could be determined by the manufacturer partner, the “when to show” could be determined by the local store along with co-branded content.
We’ve had customizable price tags and POS templates in our Ad Builders for years, but I can certainly see the advantages of deploying promotions and messaging to these digital POS signs from the same Ad Builder system. That Ad Builder can help the store owner deploy Digital POS, Google AdWords Search, microsite content, outbound email and other media in one seamless campaign. Multiple media managed in one place, made simple. It’s a store owners dream and helps the manufacturer keep its branding intact as well.
The Wall Street Journal is about to launch a New York City Metro section to fill a need for local news and pull advertising dollars away from other NYC papers. As the New York Times has dedicated more ink to national news this left an opening. The fledgling New York Sun covered local news well, but closed after 7 years in late 2008 as ad dollars dried up.
2) As newspapers continue to battle each other, the most efficient way to target local consumers is through local search on Google.
Google has 71% market share in search and offers an unprecedented ability to target messages locally around your retail store. With more consumers using online search every day (and less reading the newspaper) this is the first place SMB’s should spend their advertising budget. As an Authorized Google AdWords Reseller, we can help your primary suppliers craft a brand-approved program for you so it can be co-op approved. This will stretch your advertising dollars even further as a win-win.
Other findings from the report give marketers even more reason to consider social sites for local advertising.
With numbers like these it’s no wonder that McDonald’s has developed local fan pages in Facebook so local stores can promote their own specials. Other savvy marketers are sure to follow with local fan pages for their retailers in a wide variety of product lines.
The challenge in creating local fan pages isn’t in the cost to publish, it’s free. The challenge is first of all to experiment with a site like Facebook, prove that it’s worthwhile and then develop the tools that easily allow your retailers to take advantage of the opportunity.
And, whatever you do don’t build another silo of information for you and your retailers to manage. The best place to build local fan pages is inside of your online adbuilder system. There, you and your retailer can leverage all of the good content used for newspaper ads, Google landing pages, brochures and more. Just give the retailer another option…Post this promotion to your local fan page? Yes.
This is the closest thing to free advertising yet.
Its easy to get caught up in the “wow” of an Ad Builder when the customization happens before your eyes, but what is less obvious but just as powerful is the process improvement potential. A well designed and constructed Ad Builder will solve real problems. These problems are inherent in manual processes: errors, time delays, miscommunication and more.
A great example of what a well designed Ad Builder can do is shown on the following 2 charts. We documented the “before” and “after” processes of an manual ad creation process for a large auto maker.
There are 15 steps and lots of back and forth between groups in the field getting to the final result. This took up to 2 weeks in a manual process.
Contrast that cumbersome, manual effort with the “after Ad Builder” process flow. The automation and streamlining of this process reduced 15 steps to 7 and cut 2 weeks of time into 1-2 days!
Think of how many competitive situations you could react to if you had 1.5 extra weeks of time to prepare. That is the extra time consumed by the first scenario. It’s surprising how many companies continue to put up with these wasteful, slow, error-ridden processes.
Here’s a study from Shes Connected that relates to online newspapers and local advertising. They asked women how comfortable they would be with different ways for social networking sites to make money. Not unlike the revenue model question newspapers are asking their readers for online newspapers.
Display advertising is the big winner with 62% very comfortable with that approach and the subscription model the big loser with 49% saying they wouldn’t pay to go to the site.
It’s the same story for newspapers, where not surprisingly people like to read online newspapers for free and don’t mind the idea of running ads on the site. Maybe there is good news here for advertisers in that consumers understand the concept and don’t have negative feelings about online ads, much like they’ve accepted print ads in newspapers.
Advertising on social networks is sure to happen and because they don’t have to keep paying for the “old model” like newspapers have to keep paying off their printing presses, things should work out very well for social media sites.
So, get ready to build the tools for your dealers to advertise locally on sites like Twitter and Facebook. It will be very cost-effective.
According to a recent Harris Interactive study reported by eMarketer, consumers attitudes about mobile coupons are still tepid, even though the projections are for rapid growth in the next few years.
I think that consumers interested in shopping go online before they get in the car and head for a store. So, it makes more sense to print out a coupon from an online site or clip a newspaper ad from home.
In fact, 86% of those surveyed had clipped paper coupons and 65% had printed out online coupons while only 4% used mobile coupons.
The challenge with most of these studies is to relate the answers to what we are actually selling. Maybe mobile coupons for fast food restaurants will make sense but a mobile coupon for a riding lawn mower doesn’t, yet.
The good news is that according to this survey consumers are looking at print and online for coupons and it drives them into local retailers.
In this blog we talk a lot about localization. Technology allows us to know where a consumer is geographically when they’re reading an online ad and, much like your local newspaper, we can feed an ad loaded with information about a local dealer for a specific brand. Not much of a shock to anyone’s system.
Beyond localization is customizing the online ad based on your surfing history. Showing ads based on information from tracking where you’ve been on the site you’re on or even other sites you’ve been too. That’s behavioral marketing and can make people a little nervous.
So, before the FTC rushes in and regulates the industry the advertising industry has come up with a first step to inform consumers why they are seeing a specific ad. Here’s a mock-up taken from an article in The New York Times.
The idea is that you’ll click on the “i” icon and go to a page that explains why you are seeing this ad, assure you that they really don’t know much about you and allow you to fine tune or opt-out of the program.
No one thinks this is the only step that needs to be taken but it is a first step. And, I haven’t read about anyone predicting how consumers will react to this message.
A few weeks ago we reported on Google’s version of the same idea on their search site and that most consumers were indifferent or even modified the settings to improve the customization of the ads. However, just because it works on a search site and one that is as well known as Google doesn’t mean it will work everywhere on the internet.
Anyone concerned about advertising on a local level is interested in the survival of newspapers. Will the print edition go away? Will they go completely online? How do we best reach local consumers?
If you have a Kindle or you’re going to buy the iPad, you’ve noticed that they offer subscriptions to newspapers, delivered right to your device. For example, The Boston Globe is available for only $9.99 a month. Are e-readers the way for newspapers to charge for content while saving on printing and distribution costs? Is this the way for newspapers to survive?
Here’s the problem, e-readers all have wireless connections to the internet, they have browsers built-in (Kindle has lousy browser while iPad from I’ve heard has a great browser) where the information for The Boston Globe is only a click away and it’s free. So, why would I pay for a subscription?
As long as e-readers have internet connections, I don’t see how they are any different than trying to sell me an online subscription to my local newspaper. And so far, that idea isn’t working to well as this post from Slashdot about a newspaper on Long Island confirms. After three months they only sold 35, $5 per month subscriptions.