The Three Keys to Success:
Matching media with markets: According to the book “The planner’s goal as a marketing partner is to find the perfect media match.” You need to understand your market.
The local market profile: The book says that “You have to know your market…people in the market…media in the market…how things work in your market.” Knowledge is very important in this step!
Research on a local level: “In local media planning and sales, you may have to become your own market research department” according to Azzaro. Everyone needs media research.
According to the book the local media options are: newspapers, radio, television, city and regional magazines, out-of-home, directory advertising, direct, and “new media.”
According to The Amarillo Economic Development Corporation some of the top manufacturing companies are B&W Pantex, Amarillo Gear Company and Bell Helicopter. The top food processors and distributers are Tyson Foods, Ben. E. Keith and Affiliated Foods, Inc. Some of the top employers for business and financial services are Hastings, Nationwide Insurance and AT&T. Amarillo’s top 5 target industries are Aviation/Aerospace, Business & Financial Services, Diversified Manufacturing, Transportation & Logistics and Food Technologies. The population of Amarillo in 2010 was 246,859 and the total households were 90,059. “Amarillo continues to enjoy a strong financial position among Texas and U.S. cities”
Out-of-home: Choice Media- The Secret Place. Choice media would be a great way to promote The Secret Place and give more information about the store and it’s location. Billboards could be very effective for them.
Newspaper: Amarillo Globe News- Amarillo Real Estate. Amarillo Globe News would be an ideal place for Amarillo Real Estate to advertise. Newspapers are a good place to advertise for houses, apartments and such and many people look to the local paper for help finding a home.
Radio: KGNC FM- Amazing Tans. Amazing Tans could run ads and remotes on KGNC, one of the top stations in the panhandle. Who doesn’t listen to the radio? Everyone will hear your ads if your using someone like KGNC.
TV: KFDA- WTAMU. WTAMU could run commercials on the TV station KFDA. As one of the top stations in the panhandle, many people are watching the news and will see the ads from WT, which could be very beneficial!