Question

Topic: Advertising/PR

Local / Cable Advertising Advice

Posted by jasonbragg1011 on 10/28/2014 at 3:48 PM ET 250 Points
Cable proposal -
Here is the breakdown for :30 sec spots:

On average 92 paid spots per month and 80 bonus, 172 total per month
Paid and Bonus spots airing on FOOD, TBS, and HGTV during (top networks reaching Women 25-54)
4p-8p Mon-Sunday
8p-12m Mon-Sunday
HGTV taggables Mon-Sun 6a-12
Bonus built in per network Mon-Sun 6a-12m

This schedule has a reach of 76% and frequency of 21.5 (very strong)


Local:
Your campaign will deliver over 2.3 million impressions each month
Your campaign will deliver $1.48 Cost per thousand
Good Morning (Local)/Good Morning America, M-Su: 31x
Daytime Rotation, M-F, 9a-4p: 16x
Noon News, M-F 12-1p: 20x
News, M-F 4-630p: 4x
Bonus Rotation, M-Su 430-130a: 20x
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RESPONSES

  • Posted by Peter (henna gaijin) on 10/28/2014 at 4:48 PM Accepted
    And your question is?
  • Posted by jasonbragg1011 on 10/28/2014 at 5:16 PM Author
    Which plan looks better
  • Posted by jasonbragg1011 on 10/28/2014 at 5:23 PM Author
    Having a hard time deciding between cable and local. We target 24-54 women (healthcare business). We have 10 locations spread out. Cable's CPM is more, but it reaches a specific target group and get better spots (plus :30 spots).

    The local is cheaper CPM partially because it reaches more people, but earlier spots and only :15.

    Thoughts
  • Posted on 10/28/2014 at 6:07 PM Accepted
    Local media sales reps and cable sales reps don't really understand media very well. Neither one is really telling you the CPM for your target audience. They both sell "spots" and total impressions.

    My gut reaction from what you've posted is that cable is the better option, but the frequency might be overkill. Maybe you can reduce the frequency by 25% and save some money? (Reach won't fall by much.)

    I've had this same kind of problem with local and cable sales reps. Very frustrating! (I ended up recommending cable, and my client is very pleased -- though they can't really measure an accurate ROI. And my client had a much broader audience -- Male/Female, 25+.)

    Whichever you choose, the key to success will be a great commercial. Don't "cheap-out" on the creative!
  • Posted by Gary Bloomer on 10/28/2014 at 6:08 PM Accepted
    Let's suspend disbelief for a moment and assume I'm in your target audience. What message or offer will you include in your spots and why, if I'm watching your spots, let alone taking any notice of them, ought I to take notice?

    What actions do you want prospects to take as a result of having interacted with your messages?
  • Posted by jasonbragg1011 on 10/28/2014 at 6:32 PM Author
    We have different messages that will appear throughout the year. The first one is no more allergy shots. Telling people we have alternatives to shots (allergy drops and allergy tablets).
  • Posted by jasonbragg1011 on 10/28/2014 at 6:39 PM Author
    We also want to let people know they can call is today and see us today. We live in the worst allergy climate. We see a lot of allergy/sinus patients (and can still grow). Allowing patients to know they can see a specialist today and not just go to some urgent care for sinus issues.

    We see probably 60-70 new patients a day. However, not many people realize we do hearing, head and neck cancer, thyroids, speech pathology, hearing aids etc ..
  • Posted on 11/1/2014 at 12:57 PM Moderator
    It seems like you have too many different offerings under the same umbrella. You are bound to confuse people with all of those services. Do you give haircuts and sell lobsters too?

    Focus on the sweet spot and let the other offerings either (a) show up whenever they show up, or (b) create another name and benefit-oriented positioning for the other markets. It's hard to accept an allergy solution as belonging in the same place as hearing aids and speech pathology. The target audiences and needs are so different across those services. There may be a logical connection for you, but your target audiences probably don't think that way.
  • Posted by jasonbragg1011 on 11/1/2014 at 5:47 PM Author
    I understand it is hard to understand the services we offer.
    It is pretty normal for our area (ranked #1 in most of those categories).

    We focus on targeting allergy/sinus patients during Spring and fall.
    Winter time is more for hearing. So we do direct mail to target our hearing aid patients.

    I am strictly trying to decide between cable vs local.
    We have all the data we need on our patients. We are the 17th largest private practice in the US.
  • Posted on 11/1/2014 at 7:08 PM Moderator
    OK. Got it. If it's working for you, that's all that counts.

    My vote (for cable) has been registered above.
  • Posted by jasonbragg1011 on 11/1/2014 at 7:42 PM Author
    Thanks. That is what I was leaning towards. We can target specific channels to reach out audience at certain times of the year (whether for pediatric - moms, older people - hearing etc ...).
    And hit specific denographics in relations to zip codes and areas near our locations.
    Not sure how effective a.m. news would be for us on local channel.
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