Local TV creative marketing types love to see what other stations across the country are doing. Recent Market Share columns that shared news promos are among the highest viewed Market Share columns so far this year, according to Google Analytics.
Recent Market Share columns that shared news promos from LinkedIn are among the highest viewed Market Share columns so far this year, according to Google Analytics.
Here are a handful from the past several months:
Local TV creative marketing types love to see what other stations across the country are doing. Why? To steal an idea perhaps, or to critique it. Maybe it’s a concept, or some great copy, but seeing what others are doing across the country in markets large and small, is often how local TV creative writer/producers get inspiration to improve their craft.
To get an idea of what TV stations are promoting, I just look at my LinkedIn feed. Since I have more than 15,000 connections on LinkedIn, I see much of what they post.
The advantage of sharing local TV promos from LinkedIn is that you know who posted the promo and they often include a short description about the work.
Here are two weather promos from competing stations in Fort Myers, Fla. — WBBH, the NBC affiliate and WINK, the CBS affiliate. Both stress the power of their respective Doppler radar systems. (In the interest of full disclosure, I worked at WINK in the mid 1990s).
From WCNC in Charlotte, being weather aware means the weather is different that day than typical, nothing to be scared about.
Many school districts start school in the first week of August, while others begin after Labor Day. Either way, it’s a big change for family patterns, and for everybody else with thousands of students on the move. Like the WAPT promo says, there’s a lot to cover from “supplies to schedules, from books to bus routes.”
Here is WAPT in Jackson, MS version of back to school, followed by a version from KNXV, ABC15 in Phoenix.
Here are a couple news image examples that promote being everywhere. Think of all the creative ways you can promote a local news organization as being ubiquitous. The first is from WTOL, the CBS station in Toledo, Ohio.
KTAL, Shreveport’s NBC, has an overall news image promoting tune in “Morning, Noon and Night.” And that’s the goal of local TV news marketing, to be the top choice for news across the board regardless of when your news is on.
A truck driver high on meth hits and kills five bicyclists. What the cops missed at the scene. Here’s a tune-in promo for a special report from KLAS Las Vegas that won an Emmy.
What a state official got caught saying on camera had teachers across the state up in arms. Check out this investigative POP from WTVF, the CBS affiliate in Nashville.
Here’s a Facebook post featuring a new anchor for WHNS Fox News Carolina in Greenville, Justin Dougherty. Dougherty is unpacking in his house as he talks about his new role. Pretty stripped down spot of just Dougherty talking, but I really like this. By the way, more than 130 people commented on this post, almost every comment was positive, welcoming him and his family into the area.
Rob Thomas, WHNS’ creative services director, says they weren’t sure exactly when the movers would arrive, and sure enough, they arrived on Friday night.
“So I went to Justin’s home Saturday morning and shot everything with an iPhone and wireless mic for iPhone,” Thomas says. “Did a short interview, got some sound, B-roll with nats and got out of their way as quickly as I could.”
Thomas says the idea came from WAFB, another Gray station in Baton Rouge.
“We did ours a little differently, but their spot sparked the idea,” he says.