​Kent Kay, director of marketing and creative services for News & Gazette’s group of ABC, CBS, FOX, The CW and Telemundo affiliates in Palm Springs, Calif., offered advice to stations trying to create compelling marketing campaigns in small markets on smaller budgets.

Among some of his key points:

—“Story selection has become key for our topical promotion over the past year,” he says. This is due to the need to make the most of limited inventory, so the station split the time between topical and image promos, using 15 seconds for each. Making that move required the news department to carefully select the story they wanted to promote for the day.

—Great image promotion starts with research. Once you’ve determined which brand pillars are most resonating with your viewers, design marketing campaigns around those pillars.

—Palm Springs remains a diary market so each year’s four sweeps periods remain important to the station. That said, Palm Springs prepares for sweeps just like the big markets do: “We plan for sweeps by always planning for sweeps,” Kay says.

Kay’s video is part of Magid Marketing Works new research project, conducted in conjunction with PromaxBDA, into TV stations’ marketing and promotional practices. More information about the project can be found at Magid Marketing Works.

Tags:


  Save as PDF