>
As promised in last week’s post about traditional advertising media, today I am offering a free media selection tool: The Media Spotter Matrix. This PDF download will help you choose the right media for your local advertising campaign.
After you download, and before you use this tool, please read these previous posts on local advertising:
How to Buy Advertising on Local Media – Part 1
How to Buy Advertising on Local Media – Part 2
Launch a Brand Campaign Instead of an Ad Campaign
Traditional Advertising Is Not Dead, It’s Just Changing
What The Media Selection Tool Does
This tool helps you choose from the following local advertising media:
- Broadcast Television
- Radio Stations
- Direct Mail
- Newspaper
- Cable Television
- Outdoor (billboards)
- Community Publications (including magazines)
- Internet (local)
| The Media Spotter Matrix |
 |
Each medium is listed in columns with corresponding criteria in horizontal rows. The first four rows help you choose the correct media. The final row offers some best-use advice.
You will notice that the budget row has been intentionally left blank. Advertising rates vary from market-to-market, especially by market size. First, you should get an idea of how much each media costs in your market. You are looking for a monthly campaign cost and not individual rates. This will be difficult to do if you are not an experienced media buyer. I recommend calling your local advertising outlets to ask them for a typical (average) monthly campaign investment for a local business. Do not let them sell you anything and don’t let them quote packages. You are simply looking for the typical monthly advertising expenditure by a local business. Remember, you are just narrowing down your options right now.
How To Use The Media Spotter
Before you choose a media, you must first know why you want to advertise. Write your goals down before you use this tool.
To use the Media Spotter Matrix, I recommend going row-by-row rather than by column. First, start with the “Strength” row and work your way across. Make a check mark in each box that matches your goals. Then do the same for the next three rows. When finished, you should have an idea of the which medium is right for your advertising objective. After you have chosen the appropriate medium, the final row will give you a best-use tip.
After you use the tool, please give me some feedback: Jay<at>themarketingspot.com. I use this in my DIY Marketing for Small Businesses workshop and will include it in an upcoming ebook.
Download the Tool
To download the tool, click this link: Media Spotter Matrix
Then save it on your computer and open the PDF file with Adobe Acrobat Reader. You may want to print it out so that you can fill in the budget row and make notes.
Disclaimer: The Media Spotter Matrix is a proprietary tool of The Marketing Spot, Inc. protected by copyright law. You may download this tool for your own private use. Do not alter, recreate, or publish this tool. Feel free to share with your friends or send them to this blog and let them download their own copy.
Let future articles from The Marketing Spot come to you by subscribing here: Subscribe by Email or 
Subscribe in a reader