Both broadcast and print media in Northeast Florida are turning to online services, specifically to their websites, to increase revenues and to tap into the ever-growing movement to online marketing.
While it makes sense for media outlets to pursue this new direction, they seem to be in a panic mode when it comes to getting their share of the online pie. First of all, online sales still have a way to go to be an effective marketing medium. There is much refinement that is needed to be able to track ROI for most online businesses (restaurants not withstanding). But secondly, traditional media, particularly broadcast and cable, are still extremely valuable in building brand awareness and driving traffic to websites.
As is the case with most broadcast stations in their pitch of traditional media services, they push their unique reach to various demographics by day part. Now each one is touting their value and their power to reach markets online.
To obtain an objective look at the real power potential of any website, you can go to Alexa.com, a web information company that evaluates businesses worldwide with free web analysis. To take a picture in time of the websites of all of the Northeast Florida television stations, the Florida Times Union and a few Jacksonville radio stations, I researched their sites on Alexa and came up with a “non partisan” ranking of their web traffic. The results show the following rankings by web traffic, with the lower the rank, the better…
U.S. Rank vs. Global Rank
Comcast Cable – Xfinity.comcast.net: 40 vs. 178
Florida Times Union – Jacksonville.com: 3,262 vs. 16,380
WJXT-TV (Channel 4) – News4jax.com: 6,966 vs. 39,255
WTLV-TV (Channel 12)/WJXX-TV
(Channel 25) – Firstcoastnews.com: 9,864 vs. 49,580
WTEV-TV (Channel 47)/WAWS-TV
(Channel 30) – Actionnewsjax.com: 33,786 vs. 200,293
WOKV Talk Radio – Wokv.com: 48,375 vs. 308,004
1010 Sports Talk Radio – 1010xl.com: 190,338 vs. 348,914
WAPE Radio – Wape.com: 197,626 vs. 1,353,565
CW17-TV – Yourjax.com: NA vs. 5,153,240
(To understand the above chart, consider Jacksonville.com’s ranking. It means that there are 3,261 websites in the U.S. that have higher traffic than Jacksonville.com. Also note that the Comcast site is a national site with local sites incorporated that gives it such a high ranking.)
Along with selling banner ads on their individual sites, some media outlets are partnering with national search engines to assist with social marketing. Again, caution should be taken because they too are ranked by their traffic. The three major search engines, ranked by ComScore.com as of January 2012 are as follows…
Based on percentages of searches in the U.S.
Google 65.9%
Bing 15.1%
Yahoo 14.5%
When working with the media today, again, particularly broadcast and cable, almost all of them insist you incorporate web banner ads or an online partnership with your on-air advertising. In some cases they even penalize you by charging higher airtime rates if you don’t incorporate their site banners. And then some will position their online products as a bonus. Depending on whom you are dealing with, and what strength their online capabilities are, buying into a media’s website may or may not be the best use of your ad dollars.
Thursday, April 5, 2012
Thursday, March 8, 2012
Small Business Marketing News Update - ClearChannel's New Electronic Billboards Miss Mark With Small Businesses
ClearChannel has installed a series of electronic billboards around Jacksonville, Florida, that offers a unique and dynamic advertising medium not seen before in Northeast Florida.
The boards allow an advertiser a vibrant, bold presentation that, if designed correctly, can catch eyeballs coming and going down Jacksonville roads and highways. The company’s ad program allows for eight advertisers to rotate their messages every eight seconds, 24 hours a day, 7 days a week. This translates to 1,250 spots per advertiser per day.
In addition to the exposure, and part of the uniqueness is that the ad can be changed almost instantly, to either update the message or to adjust to the audience. For example, a message for a restaurant could feature breakfast specials from 6:00 a.m. to 9:00 a.m., and then change to a luncheon special, from 11:30 a.m. to 2:00 p.m.
Another major advantage is there are no charges for the physical production of the board other than creating and designing the message on a computer. Unlike the standard “posted” boards, you don’t have to pay for paper or vinyl board coverings.
But that’s where the advantages end, particularly for locally based small business advertisers. ClearChannel has packaged their digital boards at a rate of about $10,500 a month for four boards or $13,250 for five boards. For a large or national advertiser, the cost per thousand works fine. But not for a small business located in the proximity of one of their boards.
If ClearChannel would sell their product by the board, smaller businesses would have an excellent opportunity to make a marketing impact in their trade area and at a price that makes sense for them.
There are certain areas of Jacksonville that have limited billboard coverage anyway, with Mandarin being one of those prime areas. The new digital board on San Jose Boulevard could have given eight different area businesses, a chance to have exposure they couldn’t have had before. And if they were allowed to advertise only one month a year, that would mean a total of 96 small Mandarin businesses could have a chance to use billboard advertising. Instead, current ClearChannel advertising features mainly national or regional products and a lot of public service messages.
Maybe the business model for ClearChannel makes sense for them to only sell their high priced package deal. But with all of the public services messages they are running, they may want to rethink their strategy. And they certainly could help Jacksonville's small businesses by adjusting their packages to make it practical for companies to use their product.
The boards allow an advertiser a vibrant, bold presentation that, if designed correctly, can catch eyeballs coming and going down Jacksonville roads and highways. The company’s ad program allows for eight advertisers to rotate their messages every eight seconds, 24 hours a day, 7 days a week. This translates to 1,250 spots per advertiser per day.
In addition to the exposure, and part of the uniqueness is that the ad can be changed almost instantly, to either update the message or to adjust to the audience. For example, a message for a restaurant could feature breakfast specials from 6:00 a.m. to 9:00 a.m., and then change to a luncheon special, from 11:30 a.m. to 2:00 p.m.
Another major advantage is there are no charges for the physical production of the board other than creating and designing the message on a computer. Unlike the standard “posted” boards, you don’t have to pay for paper or vinyl board coverings.
But that’s where the advantages end, particularly for locally based small business advertisers. ClearChannel has packaged their digital boards at a rate of about $10,500 a month for four boards or $13,250 for five boards. For a large or national advertiser, the cost per thousand works fine. But not for a small business located in the proximity of one of their boards.
If ClearChannel would sell their product by the board, smaller businesses would have an excellent opportunity to make a marketing impact in their trade area and at a price that makes sense for them.
There are certain areas of Jacksonville that have limited billboard coverage anyway, with Mandarin being one of those prime areas. The new digital board on San Jose Boulevard could have given eight different area businesses, a chance to have exposure they couldn’t have had before. And if they were allowed to advertise only one month a year, that would mean a total of 96 small Mandarin businesses could have a chance to use billboard advertising. Instead, current ClearChannel advertising features mainly national or regional products and a lot of public service messages.
Maybe the business model for ClearChannel makes sense for them to only sell their high priced package deal. But with all of the public services messages they are running, they may want to rethink their strategy. And they certainly could help Jacksonville's small businesses by adjusting their packages to make it practical for companies to use their product.
Monday, February 27, 2012
Small Business Maketing News Update - Green Cove Springs, Florida Companies Sweep Manufacturing Awards
The community of Green Cove Springs has become a “hot bed” for manufacturing in Northeast Florida. Just consider that the three “Manufacturer of the Year” awards, presented by the First Coast Manufacturers Association for the large, medium and small manufacturers, were all won by Green Cove Springs manufacturers.
Vac-Con, Inc., the manufacturer of truck mounted vacuum, water jet and vacuum excavation equipment for commercial and municipal environmental applications, won the award in the large manufacturer category.
Harris Lighting, a designer and manufacturer of energy efficient lighting systems, won the medium size category.
And Alternate Energy Technologies, the United States’ largest manufacturer of flat plate solar thermal collectors, took home the award for the small manufacturer category.
In addition to these companies, there are a variety of manufacturers, all within a few miles radius, including manufacturers such as Hanson Pipe, Pyramid Mouldings, and Mobro Marine.
There may be a reason that these manufacturers are clustered just south of the small town of Green Cove Springs, which is about 24 miles south of Jacksonville. The area offers advantages that many companies may overlook when locating their plant in Northeast Florida. Factors, such as plenty of available industrial land at competitive prices; a local port at the Green Cove site on the St. Johns River; access to rail; and favorable taxes; make this area attractive for plant expansions and relocations. Then there is the future construction of a beltway going right through this area that will connect I-10 and I-95.
So when thinking about manufacturing locations in Florida, don’t overlook Green Cove Springs – it’s a winner!
By the way, congratulations to the other manufacturing winners at the recent First Coast Manufacturers Association annual “Excellence in Manufacturing Awards” banquet:
Fleet Readiness Center – Founders Service Award
Peak 10 – Associate of the Year Award
Saft America – Environmental Award
Vistakon – Workforce Education Award AND Economic Impact Award
Fcmaweb.com
Vac-Con, Inc., the manufacturer of truck mounted vacuum, water jet and vacuum excavation equipment for commercial and municipal environmental applications, won the award in the large manufacturer category.
Harris Lighting, a designer and manufacturer of energy efficient lighting systems, won the medium size category.
And Alternate Energy Technologies, the United States’ largest manufacturer of flat plate solar thermal collectors, took home the award for the small manufacturer category.
In addition to these companies, there are a variety of manufacturers, all within a few miles radius, including manufacturers such as Hanson Pipe, Pyramid Mouldings, and Mobro Marine.
There may be a reason that these manufacturers are clustered just south of the small town of Green Cove Springs, which is about 24 miles south of Jacksonville. The area offers advantages that many companies may overlook when locating their plant in Northeast Florida. Factors, such as plenty of available industrial land at competitive prices; a local port at the Green Cove site on the St. Johns River; access to rail; and favorable taxes; make this area attractive for plant expansions and relocations. Then there is the future construction of a beltway going right through this area that will connect I-10 and I-95.
So when thinking about manufacturing locations in Florida, don’t overlook Green Cove Springs – it’s a winner!
By the way, congratulations to the other manufacturing winners at the recent First Coast Manufacturers Association annual “Excellence in Manufacturing Awards” banquet:
Fleet Readiness Center – Founders Service Award
Peak 10 – Associate of the Year Award
Saft America – Environmental Award
Vistakon – Workforce Education Award AND Economic Impact Award
Fcmaweb.com
Wednesday, January 18, 2012
Small Business Marketing News Update - Jacksonville's WOKV Ranks #1 In Nation For Talk Radio
wokv.comAccording to the latest Arbitron Research, WOKV radio, a Cox station in Jacksonville, Florida, is the top rated news talk radio station in the nation.
The top 10 rankings are
#1 Jacksonville
#2 Cincinnati
#3 Atlanta
#4 Milwaukee
#5 Salt Lake City
#6 Columbus, Ohio
#7 Austin
#8 Seattle
#9 Cleveland
#10 Sacramento
Depending on the demographics an advertiser wants to reach, WOKV could be one of the best targeted radio buys in 2012 in Jacksonville this year. Northeast Florida is a politically conservative, business town that follows local and national political news. With the presidential election, the Florida Senate race, and local legislative races (after redrawn districts), WOKV will command very strong numbers.
That being said, it doesn’t mean advertisers have to be selling products or services related to politics. It means that WOKV can deliver an audience with demographics that include a $100,000 + income; professional/management; college graduates; and strong with men 25-45.
wokv.com
The top 10 rankings are
#1 Jacksonville
#2 Cincinnati
#3 Atlanta
#4 Milwaukee
#5 Salt Lake City
#6 Columbus, Ohio
#7 Austin
#8 Seattle
#9 Cleveland
#10 Sacramento
Depending on the demographics an advertiser wants to reach, WOKV could be one of the best targeted radio buys in 2012 in Jacksonville this year. Northeast Florida is a politically conservative, business town that follows local and national political news. With the presidential election, the Florida Senate race, and local legislative races (after redrawn districts), WOKV will command very strong numbers.
That being said, it doesn’t mean advertisers have to be selling products or services related to politics. It means that WOKV can deliver an audience with demographics that include a $100,000 + income; professional/management; college graduates; and strong with men 25-45.
wokv.com
Tuesday, January 17, 2012
Small Business Marketing News Update - 121 Financial Credit Union's Aggressive Expansion Worth Watching
121 Financial Credit Union officially opens its newest location, the Arlington branch, at 9730 Hutchinson Park Drive, near the corner of Monument Road and Tredinick Parkway near Kendall Town Center, in Jacksonville on January 18.
121 Financial’s CEO William Braddock reports that this will be their eighth branch in the Northeast Florida market, in addition to their on-site branch at Swisher International.
Currently the credit union has $421.6 million in assets and has more than 36,000 members. The credit union has been on an aggressive growth path since it changed is charter from only serving the telecommunications industry to opening itself to the general public who reside in Northeast Florida.
There are plans on the books for additional future branch locations and additional banking services for individuals and business accounts.
121 Financial Credit Union is growing and worth watching.
121fcu.org
Sunday, January 8, 2012
Small Business Marketing Update - Jacksonville's Goodrich Corp., Engineered Polymer Products, Wins State Manufacturer Of The Year
Congratulations to the Goodrich Corporation, Engineered Polymer Products, Jacksonville plant for winning this year’s Manufacturer of the Year award for a manufacturer employing between 61 to 125 employees by the Manufacturers Association of Florida.
The award was made during the annual Manufacturers’ Summit and Global Marketplace in Orlando.
Judging was based on leadership; strategic planning; customer and market focus; measurement; analysis and knowledge management; workforce focus; and process management.
The Goodrich Jacksonville facility designs, tests and manufactures composite structures that are installed in ships, submarines and aircraft.
Other area First Coast Manufacturers Association members who were nominated for the state awards include Anheuser-Busch, InBev, Inc.; BAE Systems Southeast Shipyards, Inc.; Florida Machine Works; and Georgia-Pacific Corporation.
www.goodrich.com
The award was made during the annual Manufacturers’ Summit and Global Marketplace in Orlando.
Judging was based on leadership; strategic planning; customer and market focus; measurement; analysis and knowledge management; workforce focus; and process management.
The Goodrich Jacksonville facility designs, tests and manufactures composite structures that are installed in ships, submarines and aircraft.
Other area First Coast Manufacturers Association members who were nominated for the state awards include Anheuser-Busch, InBev, Inc.; BAE Systems Southeast Shipyards, Inc.; Florida Machine Works; and Georgia-Pacific Corporation.
www.goodrich.com
Tuesday, January 3, 2012
Small Business Marketing News Update - New Web Addresses, Effective Jan. 12, Could Be Boon Or Bomb For Northeast Florida Businesses
Effective January 12 of this year, the Internet Corporation for Assigned Names and Numbers (ICANN), the contracted agency of the U.S. Department of Commerce that oversees the Internet’s addressing system, will change the extensions of Internet addresses (.com, .org, .net).
This would mean that individuals or companies would be able to apply for any word or phrase (including brand names) to use as an extension (which are also known as generic top-level domains or gTLDs). For example, Winn Dixie could purchase .winndixie or the Florida Times Union could buy .jacksonville.
But if you are interested in running out to buy your own .smith or .jones, you better have a big checkbook because the application fee alone is $185,000.00.
Assuming that the nation’s top registry company, Network Solutions, which is now owned by Jacksonville’s Web.com, sells and maintains these new extensions, their income could benefit. But at this cost level, most likely the only local companies who afford the addresses are CSX, Fidelity National or the Stein Marts of the local business world.
There are risks and rewards concerning the introduction of the new addresses that are outlined in a recent Internet Retailer magazine article by Phil Lodico, managing partner and co-founder of FairWinds Partners, a brands consultancy company.
Lodico says the benefits would be that companies like retailers could control branded space online and bolster their digital presence. But on the flip side, this program could provide cyber squatters an opportunity to buy brand names before the brands do. Online customers could be misled into thinking they are buying from brands they want but are actually buying from someone who only owns the brand name as an extension. It could also open the door for cyber criminals for phishing or other malicious activities.
According to John Obrecht, editor of BtoB magazine, the American Advertising Federation, the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, the Interactive Advertising Bureau, the National Retail Federation and the World Federation of Advertisers oppose the new gTLDs.
He reports that these groups believe that the benefits are minimal and the costs and risks to security are too high. They believe that cost will go beyond the $185,000 fee because it doesn’t include the cost of monitoring and defending the gTLDs.
These associations are actively lobbying the Commerce Department to withdraw this program. But time is running out. Stay tuned.
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