Advanced Media Marketing - PMG International

Why Buying Advertising Directly From Local Show Producers Can Give You The Edge You Need.

Being a marketing and advertising consultant in Hawaii has a very unique mission compared to my mainland clients.  Having a "local" presence and vibe while developing an advertising and marketing campaign for my 808 clients is usually top in the list of requirements.

One of the places that I'm starting to point more of my clients towards is buying advertising DIRECTLY from the producers of locally programmed shows.  In Hawaii, the local network stations (KGMB, KHON, KITV & KHNL) have sporadic locally programmed TV but the true heritage full-on locally programmed station is OC16.

Either way, what I like about buying against locally produced programs is that it is a direct niche market place for local viewers.  Because locally produced shows have an Aloha persona to the programming, the viewers of these shows are more than specific; their supportive and they watch for a reason.

Another point to make is that these locally produced shows have tendency to vigorously promote themselves externally as well as now venturing into web programming.  With that comes coat-tail advertising for yourself if you buy advertising against their programming during their promotional campaigns.  Not to knock the other stations, but a cool thing about the OC16 initiative is that they work very hard to promote their programming instead of just one show.......that's a real bonus to you.

But the biggest reason I suggest to my clients to buy directly from producers and their program is because of the frequency of advertising through owning a slot.  What that means is when you're on a tight budget and you buy an advertising package with scattered placements you probably wont get the same impact as being in the same place against the particular programming all the time.  In radio this is also know as owning the hour.

In the case of shows on OC16, when you buy against programming directly from local show producers, you can count on a 12 week run without break due to their scheduling which includes moving time slots (except for preempted live sports). Also, almost every locally programmed show is well themed for a specific audience (sports, fashion, cultural, health, technology, media, spiritual and food).

Also, with more of the local shows developing interactive web programming and re-direct campaigns, they also offer you web promotions to continue your direct initiative of directly affecting your niche audience.......VERY IMPORTANT!

And finally, without sounding too bias, the production of the shows and programming on OC16 has become network quality and very entertaining.  Also, OC16 has implemented a strong web presence in supporting their shows.  It's an all media advertising investment. Multi streamed exposure for a single buy.

NOTE:  If you're not in Hawaii and reading this from somewhere else in the world, you can use this same information  in regards to your locally programmed environment.

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