Too many people use media randomly, with no real strategic vision. Perhaps a friend recommended local TV, or a board member suggested billboards, or a church youth director likes social media. All these platforms and others are important, but they question is: Why? While I could write many books on the subject, here’s a short list of what differentiates some of the major media platforms:
• An affective way to reach 50+ adults since they are the primary readers of newspapers.
• Newspapers are by definition a local media tool and can provide opportunities to create “newsworthiness”.
• Newspapers are good for more in-depth stories.
• Research indicates the typical household watches over 7+ hours of TV daily. (Some research says 8 hours per day).
• TV still delivers the largest audiences for specific programming.
• Blockbuster movies get more publicity, but the truth is, a popular TV series reaches far more people.
• The growing number of special interest TV channels provides opportunities to target specific audiences and leverage their interests.
• Despite what you might think listening to Christian radio, music is still the top reason that people tune into radio.
• Drive time is still important. 78% of consumers listen to the radio on their drive to work.
• Similar to TV, specific radio formats appeal to different segments (young/old/multicultural/faith, etc.)
• Billboards and other outdoor advertising can be a powerful local tool.
• We’ve had enormous success using it to drive people to churches.
• It reaches a broad range of different target audiences and provides local geographic flexibility.
• The recent growth of outdoor has revealed new outdoor advertising products like LED screens that reach and engage consumers throughout the day.
• New media tactics like gas station advertising, stadium advertising, and health club advertising are examples of highly targeted media products that reach and engage consumers.
Internet / Digital / Social Media:
• Digital advertising is still innovating as marketers look for the right mix that provides meaningful information and will then attract consumers to a website.
• Similar to other media choices, consumers have the ability to opt-in and choose what digital advertising they see and consume
• For churches, virtually 100% of new visitors will check you out on the web first – so why is your website so lame?
• We’re finding that your website is your “media hub.” It can be the connector to your video, bookstore resources, social media pages, and much more.
• The 55+ audience watches as many online videos as the 20+ audience.
• Significant numbers of online viewers of videos want to find out more about the subject of the video.
• With social media platforms, you can start with “budget zero.” It literally takes nothing to build a tribe, and start sharing your message with significant numbers of people.
There could be some powerful marketing and advertising tools you haven’t even considered. Before you get in a rut, find out more about new platforms and consider how they could help your message reach a greater and more responsive audience.