Independent Research Group out of Louisville, KY 843 may not seem like a lot, putting into perspective the polls to predict the next President of the United states have approximately 12-1400 for the entire United States.
Our total weekly reach is 86% In essence 9 in 10 adults read the Billings Gazette in print, at billingsgazette.com or both each week Strengths across all age groups, the common misconception that the youngest of adults don’t read newspapers, we can put the myth to rest, right here in Billings where we reach nearly 9 in 10 of those adults 18-34 Fortunate for me, visit a lot of newspapers across the united states and this is by far, one of the highest!
Of those that access the internet, 71% access Google, 70% BillingsGazette.com + Yahoo
% of all adults in the Billings Market On the average weekday 44% of all adults read the Billings Gazette in print 25% watch the local evening news 8% listen to 102.9 FM for at least 5 minutes between 6am-10am
Now let’s take a look at usage on a typical day on the internet. 70% of adult internet users indicated they used the internet yesterday With 49% of adult internet users indicated they used a search engine to find information
February 2009 Its my belief these still hold true and as the rest of the country comes out of the recession, Billings will remain ahead of that curve.
It begins by really understanding your goals and needs and then matching state-of-the-art marketing capabilities to satisfy these dynamic requirements.
One of the biggest challenges businesses seem to face is where to advertise, it seems the options and solutions grow on a daily basis I think we all can agree that the media landscape has changed dramatically over just the past three decades. It used to be so simple, didn’t it? You had newspapers, radio and broadcast television as the primary options for communicating with consumers. And consumers had it easy, too – there were only so many options they had to gather news and information. Then, came cable television and advent of the 24 hour news channel, then came the Internet and online services such as AOL. Search engines arose to help consumers find what they were looking for quickly on the Internet. It is estimated that today there are over 100 million different web sites to chose from. We now see technologies designed to eliminate the very advertising messages businesses such as yours were using these media to deliver.. I’m talking about DVRs and TiVo where consumers can record and then skip through commercials with the click of a button. I’m also talking about satellite radio which is still largely paid for by subscribers and is in direct competition with radio. iPods or MP3 digital music players have also eroded radio audiences. Treos and Blackberries are also increasingly being used by consumers as a means to gather news and information on the go. With all of these options, it is no wonder why we are here today. Some of the homework you must do before you decide where to advertise is to look into each media and find out how you can effectively get a return on your advertising and make it an investment and not an expense.
You are familiar with print, because you have either used it to advertised, clipped a coupon. It is our job to simplify your online decision making, what a better way to show you how to tackle the online world then with Lego building blocks, a simple building tool that we are all familiar with, you start with a foundation, your business, then layer in different solutions to grow, expand or retain your customers and business.
Remain aggressive and consistent with your advertising in addition to learning how people are absorbing and getting their information, such as Behaviorial targeting
As you manage your creative, you must also keep in mind that there is still a very thin market…… The notion of a thin market has held up for decades and remains true in 2009. The “thin” market means that the number of consumers in the market for any specific item of general merchandise or service during any given week is very small (thin). This is important especially because consumers tend to enter the market quickly, shop and then buy in a very short time and then leave the market for that item only to be replaced with an entirely new group who enters the market the next week. The challenge for retail marketers is to constantly be marketing to ensure that their store is in the consideration set. This argues that frequency in advertising is more critical than size dominance. The more considered a purchase, typically the more expensive an item being shopped for, the thinner the market for it.
Brand new technology Billions of dollars to design New to the Billings area, but is a very established technology
In addition to the Billingsgazette.com
If you geographically target on Yahoo and or billingsgazette.com your advertising remains very local to the Billings market.
Monitor your competitors. If they’re cutting back, seriously consider increasing your marketing budget and hitting harder. This will provide a great opportunity to capture – and retain – a larger share of the market. • Avoid gimmicks. Center your message on the benefits and advantages of your product or service – such as convenience or energy efficiency – rather than making emotional appeals. • Use direct-response advertising techniques. In direct mail and telemarketing campaigns, use hard-hitting copy with simple but convincing language, a special offer the prospect will find hard to pas up, and a strong call to action. • Stress benefits and return on investment. Prospects are looking for as much value as possible in a weak economy. • Focus on your metrics. Know which target segments are most responsive, which offers generate the greatest interest, and so on. Spend every ad dollar carefully. • Re-examine your marketing mix to ensure it is the most cost effective.
Primary research efforts conducted by Independent Research Firms:
Wilkerson & Associates, Louisville, KY (Oct 2006 – Dec 2008)
17 minute telephone survey
Randomly selected adults in the Billings Designated Market Area
Asked questions you would ask your own customers
THE BILLINGS GAZETTE WEEKLY PRINT + WEB REACH Total Weekly Reach: 86% Base: Total adults in Billings Market (n=305) Source: Billings Audience Report, Oct – Dec 2007
ONLINE LANDSCAPE Base: Internet Users in Billings Market (n=825) Source: Billings Audience Report, Jan. 2008– Dec. 2008
MEDIA USAGE Base: Total adults in The Billings Gazette Market Area n=843; N=186,000 adults Source: Billings Market Study, January 2006
INTERNET USAGE Daily Internet Activities, 2008 Source: Pew Internet and American Life Project Tracking Study 2005-2008. Scanning Mode 3.5 seconds Gather Information Multiple Exposures On a Typical Day % of Adult Internet Users Who Report Doing This Activity "Yesterday" Use The Internet 70% Send/Read Email 60% Use Search Engine to Find Information 49% Get News 39% Check the Weather 30% Look for Info on a Hobby or Interest 29% Surf the Web for Fun 28% Do Any Type of Research For Your Job 23% Look Online for News and Information about Politics or Upcoming Campaigns 23% Bank Online 21% Look Online for Information on Something You Plan on Buying 20% Research For School or Training 16% Watch A Video on a Video Sharing Site 16%
THE BILLINGS MARKET AN ECONOMIST’S THOUGHTS FEBRUARY 2009 Larry Swanson, Ph.D., Director, O’Connor Center for the Rocky Mountain West University of Montana "Right now, Billings is almost one of the best places to be in the United States" In Montana, "we're going to be a magnitude below what we'll see nationally“ "So much of the national economic news is centered in places like New York, and people tend to project it into their own backyard. But there's a vast difference when you get into the real economy in Montana."
HOW, WHERE AND WHY How do you assemble the best digital-marketing portfolio over time? And where do you start?
Use Promotion when one the following objectives or needs are identified:
Promote Price / Product / Services
Increase foot traffic
Maintain top-of-mind awareness
PROMOTION Digital products that you may already be using today. Whether it’s a banner ad or online coupon, the intent is to speak to clients and prospects and drive specific responses. Promote Your Business and Drive Your Brand
PROMOTION Promote Your Business and Drive Your Brand It’s not what you think it is…. Branding…. It’s what they think it is.
WHAT A BRAND ISN’T… … just a person … just a product … just a price
BEHAVIORAL TARGETING The Power of Knowing ‘Who’…
HOW IT WORKS + Behavioral Targeting: Tracks WHAT pages your customer visits and from what devices Yahoo! Search: Tracks WHAT your customer is searching shoes jewelry men’s clothing baby furniture hats Sample Searches: desks suits dresses luggage bags sunglasses + Geo Targeting: Identifies WHERE your customer is located Find your local customer Prospective Customer Yahoo’s sophisticated targeting enables you to deliver… The Right Message to the Right Person at the Right Time
METHODOLOGY Search Ad Clicks Content Search Clicks
SAMPLE BEHAVIOR TARGETED ADS Promote Your Business and Drive Your Brand Your ad, Behaviorally Targeted, Leaderboard 728 X 90 Your Ad, Behaviorally Targeted, BIG AD 300 x 250
DEMO TARGETING The Power of Knowing ‘Who’… Gender Age
GEO TARGETING The Power of Knowing ‘Where’… Zip Code State DMA
TIME OF DAY TARGETING The Power of Knowing ‘When’… Control when your customer sees your ad
CLEAR AND CONCISE Targeted Products Call To Action
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