THERE IS NO “I” IN TARGET

How “targeted”are your Targeted Display recommendations? Are you utilizing all the targeting capabilities available to you and the client? Are you utilizing search keywords to target the audience? Are demographics, psychographics, and behaviors considered when reaching the right audience? Have you included geo-fencing and a geo-conversion zone? Are you including our newspaper site audience in the solution? That’s alot to consider, isn’t it. You don’t really need to make all of these decisions. You have a team behind you, as does the client, to help define the right targeting solutions. It’s time to get re-acquainted with the Custom Audience Request.

The Custom Audience Request is, well…just that. It’s your way to request the right combination of targeting capabilities that will result in the client’s message reaching the audience that the client has defined. No, this is not new, per say…this is just our chance to revisit how we can put his tool to use, and to make delivering a great solution a little easier. If you have been using this form, great. But my hunch is that we are not taking advantage of this level of support often enough. And we now have this form available for ALL of our sales teams across all CNC properties. So here’s a refresher, to help all of us define and deliver a better solution to our customers while taking some of the work off of our plates.

Before the sale

  • The Custom Audience Request is a “before” the sale tool. Targeted display is a great component for many multimedia solutions. But knowing exactly how it should be used and applied can be complex. That is why GateHouse has its own team supporting all audience request recommendations. Once you have defined the goals of the prospective client, by simply including them on the request form, GH will be able to send back a well-defined audience targeting recommendation. The recommendation takes into account all the goals that the client has defined but also uses sophisticated knowledge about how we can target to provide a well-crafted solution. This is something that you can share with the client in your final proposal, an impressive showing of expertise that will lend great credibility to your overall campaign recommendation.

O&O Audience

  • Custom Audience Requests allow the inclusion of newspaper website audiences in the overall recommendation. This now includes StarNewsOnline, previously not available on the Custom Audience Request. There is no reason why our local customers should have to choose whether to use nationally branded websites or our own loyal website audiences in crafting a great display solution. After all, we are targeting an audience, not a website. In addition, but utilizing the Custom Audience Request form the recommendations will also provide targeting options on newspaper.com sites. Remember, ROS campaigns are considered to be far less effective than targeted campaigns, we should be targeting on our own newspaper.com websites using the pre-defined audience segments as well.

Easy Scheduling

  • The resulting recommendations coming from the GateHouse team are also included when submitting the final ordering instructions. This means that you don’t have to determine the targeting tactics yourself when you are submitting the order, they are already included in the recommendation. This is one of the neatest benefits from utilizing this form. It makes submitting the campaign very easy for us locally, and for the GateHouse AdOps team. It also eliminates any confusion about tactics, and insures that you and the client are making the best use of all tactics that can benefit the campaign. This is time-saving for all of us.

I knew all this already. Is something changing?

The whole concept of requesting a defined targeting solution, and including in a proposal is not a new one. But we may not be taking advantage of it. Too many targeted display campaigns are submitted AFTER the fact with only sales representative input to define the tactics. That’s something that is changing now. We will now be expecting that the expertise from the GateHouse team will be included in defining the overall targeted display solution. That’s a win for the customer, and the time-saving benefit to the sales team is a win for us. So it’s a plus all the way around.

The larger story here is that all of the prospects and customers we touch are supported by multiple layers. That is to be expected when utilizing sophisticated tools. Local customers now have a team behind the solutions and services we provide. We are members of that team. The levels of expertise that we can provide to local businesses are part of our overall USP, and give us a unique advantage in our markets. It’s time we make all local businesses we touch know of this great advantage.

 


Quote of the week

“Plans are only good intentions unless they immediately degenerate into hard work”

— Peter Drucker


MOM’s Library

what’s your mom been reading lately?

  • Spending on Mobile will surpass combined in ad spending in all other vehicles by 2020. You knew this was coming. Best to make sure that all local businesses are basing their digital footprints on their mobile presence first and foremost…pass it on to all SMB’s. You will be doing them a favor. More on this at eMarketer.
  • If you want to target a local audience, make sure you include “local” in the targeting. Something that local businesses may not think of (and we should) is that searching for the same thing in different parts of the country may require different search parameters. Local terms for foods, events, places, may not be the same everywhere. This is caused some problems for larger businesses when they are creating simple campaigns. And if it causes complications for larger businesses, it will also impact local ones as well. Read the full scoop on this at StreetFightMag.
  • Google adds even more descriptions for local businesses…pass along to local customers, please. Some shoppers would like to do business with a family run store. Same could be true for veteran, or female run business. These are attributes that local businesses can be proud of. And Google is now allowing local businesses to add these descriptors to their Google My Business profile. It’s free for any business to do this. And as Google Certified sellers we should be aware of this feature that local SMB’s will want to take advantage of. You can learn more about this at SearchEngineLand. Pass it on.

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This is your MOM, at least at work that is.

Author: David Prizer

Digital media executive and thought leader, emphasizing local and small business strategies. 20 years of experience in metro and community markets. Still watching Seinfeld reruns and holding out for a Cubs-White Sox subway series in my lifetime.

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