I often marvel at how advertising media planners never reach the saturation point. There is seldom a lack of worthwhile media options for an advertiser. There is almost always an overload of places to advertise on a limited budget.
As noted in last week’s post, that is definitely the case these days on the local level (any business with a well-defined geographic territory). Even that is changing — for example, Mallon’s, a wonderful Ocean City, NJ bakery used to rely on summer vacationer business; now, it does e-commerce and I can arrange to ship its marvelous sticky buns to my aunt in Texas.
The other month I responded to a print ad in the Norristown Times Herald advertising a free online and search engine marketing seminar. I was curious about what a local newspaper might say on the subject. Turns out, a lot. They, and all of the Journal Register newspapers locally (Pottstown Mercury, Lansdale Reporter, Phoenixville Phoenix, West Chester’s Daily Local News, The Trentonian, the Delaware County Daily Times, and others) are wisely partnering with Bountiful, UT-based digital media company, Matchbin, to help expand their traditional media options to local advertisers.
There isn’t anything unique that Matchbin is offering that advertisers can’t find elsewhere in some form. It is the scope of content management system-based offerings that Matchbin has, enabling a local business to manage its marketing and online business across multiple media and outlets.
Through the Times Herald (and other Journal Register papers), advertisers can continue promoting via print, web, or a combination, plus get featured status in an FYI: Central Montco Online Business Directory. To this, these businesses can add a range of Matchbin tiered programs to match needs. To boost local Google rankings, they can create a templated landing page or mini web-site that through Matchbin’s network will put them on the first page of Google search, so local prospects can find them. If they want to promote via video, there’s a video package. If they want to launch e-commerce, there is an e-commerce package. If they want to set up and manage multiple social media pages (Facebook, Twitter, Foursquare, etc.) and business reputation, they can via one dashboard. There are additional options to set up blogs, to create couponing and special offers, to promote via testimonials, and to reach out to prospects and customers via mobile phone marketing.
The Journal Register papers can help advertisers find a Matchbin program that fits their needs and budget (the tiered programs are priced right). And local businesses can more easily manage their marketing and business-building without taking them away for extended “hands on” periods from their businesses. These are not one-size-fits-all solutions — they are well-thought-out programs to help local businesses that don’t have Coke’s global marketing budget to raise their profiles dramatically within their communities (geo and social).