Winter is coming, says Magid, and you better be ready. Here are five things you need to keep in mind now in marketing your television station’s news product so you won’t be left out in the cold. That’s the essence of the message presented at the 2016 PromaxBDA Station Summit session titled Multi-Platform Brand at […]
Winter is coming, says Magid, and you better be ready. Here are five things you need to keep in mind now in marketing your television station’s news product so you won’t be left out in the cold.
That’s the essence of the message presented at the 2016 PromaxBDA Station Summit session titled Multi-Platform Brand at the Mirage in Las Vegas given by two speakers from Frank N. Magid Associates, Jim Thomas and Nik Thompson.
Although there were many revealing facts presented in this session, these stood out as ones that TV station creative services and news personnel can put into practice right away to help increase news viewership.
What platforms will viewers follow to a newscast?
Concentrate on the web, Facebook and mobile alerts. Not Twitter, Snapchat or Instagram, at least not yet.
Spend more time and money promoting on Facebook by creating daily thumbstoppers, videos that force Facebook users to stop scrolling to watch your video.
Here’s a slide of how one small-market station, a client of Magid’s, reaches audience with topicals vs. digital and how much time is spent creating each message.
The team showed a video that a station, one of their clients, used on Facebook.
In the video, a reporter is on location where a house caught on fire. Everyone got out as she explains how and shows some of the damage.
Then the team sat down and re-edited the Facebook video to include more words on the screen, a process that took just 22 minutes. Magid says Facebook videos must be able to work without sound.
What should always be in every message?
Here’s a promo that captures those sentiments well.
And who hasn’t promised more on our website?
Thomas and Thompson say be specific in promising content on your website.
What are the 5 ways to be ready for your multi-platform brand?
Image is now everything.
Write your digital plan.
Weather, it’s not me, it’s you.
Daily Thumbstoppers.
Redefine your department.
I’m told this presentation will be up on the Magid website in the next couple days.
And of course, PromaxBDA members will be able to watch the entire presentation in July on the PromaxBDA website.
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