3 Unbreakable Rules to Have the Best Local Ads
What comes to your mind when you think of “best local ads?”
Think about the last local ad that caught your attention. Hard to recall, isn’t it? That’s because truly impactful local ads are a rare breed.
Despite the always changing media landscape, radio waves and TV screens are still flooded with local ads.
So, how do we break the mold and create local ads that stand out for all the right reasons?
Are we doomed to endure synthetic-sounding radio voices? Is there a secret to developing TV commercials that not only look authentic but also deliver results?
In our latest Midwest Mindset episode, I reconnect with the innovative minds at Two Brothers Creative to dissect the three strategies guaranteed to elevate your local advertising game.
1. Turn Off the TV and Radio Station Auto-Pilot
First things first: don’t let TV and radio stations dictate your ad strategies.
It’s tempting to be dazzled by their high-tech studios and audience reach promises. But remember, possessing top-tier equipment doesn’t automatically equate to marketing prowess.
They may entice you with attractive packages or complimentary ad spots to reel you in. While these offers seem great at first glance, it’s crucial to remember that their priority is sales, not necessarily aligning with your marketing objectives.
First impressions in marketing are pivotal. Why leave that crucial first interaction to those who may not be marketing experts?
Read the full transcript.
Insight to Implement: Diversify your advertising approach. Collaborate with a marketing specialist or an agency adept at crafting ads that embody your brand and resonate deeply with your community.
First Impression Matter in Marketing
In modern marketing, the entry point — that crucial first impression — can make or break an audience’s perception of your brand. And when it comes to local advertising, this initial engagement is everything.
Consider this: when a potential customer sees or hears your ad for the first time, what do you want them to think, and feel? This is not about creating just a moment of interest; it’s about creating a lasting connection.
This is why blindly following the playbook provided by TV and radio stations can be a critical misstep. Their glossy packages, while seemingly advantageous, may not be tailored to the unique story your brand needs to tell. They sell visibility, but can they guarantee relevance?
In an era where consumers are inundated with content, your brand’s voice needs to be clear, compelling, and reflective of your ethos from the get-go. First impressions are not just a single touchpoint; they’re the foundation of the relationship you’re building with your audience.
Insight to Implement: Take control of your brand’s first impression. Partner with creatives who are not just marketers but also storytellers, those who understand the pulse of your audience and can translate your business’s essence into an ad that speaks volumes.
2. You, a Commercial Star? Maybe…Maybe Not, and That’s Okay!
Here’s a reality check: being a business expert doesn’t necessarily translate to on-screen charisma. And that’s okay.
Recognizing your strengths is just as important as acknowledging what’s best left to others.
Engaging ads often feature professionals who bring that natural allure; they know how to capture attention, deliver your message effectively, and stir emotions within your audience.
Authenticity is paramount for local advertising. It’s not about grandiose pretenses but staying true to your brand’s identity.
If your ad comes across as disingenuous, your audience will tune out. Your business isn’t the NFL, so don’t stage a play that isn’t yours. Instead, let your brand’s true character emerge, regardless of the budget.
Action Step: Step out of the spotlight if necessary. Prioritize authenticity and genuine storytelling over flashy production.
Authenticity is the Key to the Best Local Ads.
In the heart of successful local advertising lies a gem that can’t be replicated — authenticity. It’s the secret ingredient that gives your advertisement the ‘x-factor’ needed to not only capture but also retain audience engagement.
Authenticity begins with an honest reflection of your brand’s identity. What are the core values and unique selling propositions that set your business apart?
Your local ads should be a mirror reflection of these elements, showcasing the real people, real stories, and real emotions that your brand embodies.
Slick productions and cinematic effects may catch the eye, but nothing resonates more powerfully than a message that speaks truth. A message that feels like a neighborly conversation, not a sales pitch. That’s the heartbeat of local advertising the ability to connect on a personal level.
Remember, in the world of local ads, perfection is not the goal; relatability is. It’s about finding the sweet spot where your brand’s message aligns seamlessly with the authentic experiences of your community.
Action Step: Embrace the genuine essence of your brand. Craft local ads that are not just seen but felt, creating an authentic connection that transcends the transactional nature of business.
Let your audience see the real, the relatable, and the reachable aspects of your brand.
3. When it Comes to the Best Local Ads, Cheap isn’t cheap, and free isn’t free.
Remember the old adage: you get what you pay for. ‘Cheap’ and ‘free’ offers from local stations often overlook the importance of your marketing strategy your campaign deserves.
Investing in a marketing strategy that aligns with your brand values and goals is crucial. Be careful though, some marketing agencies are as fleeting as the ads they peddle, focusing more on quick profits than on your long-term growth.
Seek out an agency that’s not just within your budget but is also committed to honest and transparent practices.
Key Takeaway: Value isn’t about the lowest price; it’s about the best return on investment. Opt for an agency that prioritizes integrity and tailored solutions.
The Spotlight Should Shine on Your Customer. Always.
Ultimately, your ads should celebrate your customers, they are your protagonists of your brand’s narrative.
Showcase the benefits, the value, and the solutions you provide, positioning your business as the reliable ally in their story.
We at Two Brothers Creative understand this philosophy and are dedicated to bringing your local ads to life, ensuring they resonate with and captivate your target audience.
Trust Two Brothers Creative to Create Your Best Local Ad
We’re here to help. Our goal is to help you create the best local ad possible, one that’s as authentic, engaging, and memorable as you are.
If you want to learn more about how to grow and build your marketing strategy, download our free 6-step Marketing Plan pdf.
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