3 Tips To Boost Back-To-School Sales

3 Tips To Boost Back-To-School Sales

An integral component of a well-rounded back-to-school marketing plan involves reaching your target audience at the right time, repeatedly, through various ad channels. As can be expected, notebooks and backpacks are still commonplace for any back-to-school list, but an independent study by Deloitte indicated clothing and accessories account for 55% or more of back-to-school purchases. Students and their parents are also stocking up on things like beauty services, sports accessories, and plants. Whether or not your business offers the typical back-to school items, your business can benefit from shoppers’ need to get ready for the new school season. So how do businesses capitalize on this opportunity?

Right Time, Right Place

Businesses need to consider how back-to-school audiences shop and where they’ll intercept your messages:

  • A study by the News Media Alliance found that eight in ten adults with children not only used the newspaper, they also took some action as a result of an ad in a print newspaper in the past month.
  • This highlights the fact that if your messages reach your target audience, you have the ability to directly influence the actions of buyers. Leverage your various marketing channels to create motivation for back-to-school shoppers to buy your products.

Appeal to Emotions

Consumerism begins and ends with emotion and back to school-shoppers, like the rest of us, are emotional spenders. Emotions create an opportunity for you to draw in your ideal market and drive revenue. Tapping into a buyer’s mindset is what will enable you to successfully market your products to this crowd:

  • As a business owner, think about the products you sell and why they appeal to your customers. Are your products fulfilling a basic need or do they fall into the category of non-essential wants?
  • Your mission is to connect the dots for buyers by illustrating how your products will fulfill their needs.
  • A salon owner, for instance, can appeal to anyone looking to start the new school year with a fresh, new haircut. A technology retailer can feature the latest tablet covers that allow students to personalize their tech.

Be an Early Bird

Businesses that attract shoppers early earn a greater portion of back to school sales:

  • According to a survey by Deloitte, consumers who began their back-to-school shopping in August spent an average of $458 on back-to-school items.
  • If you plan ahead, executing your marketing strategy at the right time will help you increase your profits without doing extra work.

Ready to begin your back-to-school advertising campaign? Our marketing experts are happy to help you develop a well-rounded plan from start to finish. We love working with local business owners to create customized plans that suit their needs. Contact us today to get started!


How to Target the Right Audience on Facebook

How to Target the Right Audience on Facebook

By Tiffany  Anderson   

If you don’t already know the value of Facebook advertising, it’s OK. The good news is that it doesn’t show any signs of slowing down in the near future. In fact, the ad manager platform frequently launches new updates intended to create a better user experience.

Businesses can now promote content with a few simple clicks but if you don’t understand the targeting opportunities beyond what boosted posts have to offer, you could be wasting money. We’ve collected a few stats from Facebook’s ad manager to give you a preview of the targeting potential in Lancaster County, Pennsylvania.

Facebook users in Lancaster County Pennsylvania

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Our infographic illustrates just a few of the 200+ targeting options businesses can use to increase their local reach. January reports showed that nearly 70% of the county’s population 18 years and older are active on Facebook. Before you assume this isn’t the right advertising tool for your business, the ad manager allows us to check the potential reach before spending any money. You may be pleasantly surprised by the numbers!

Here are the best Facebook targeting strategies every ad manager should take advantage of.

Custom Audiences

If you have a list of customer emails, upload them to your audience profile. This presents an opportunity to nurture your audience, develop brand loyalty, promote order frequency, and increase the lifetime customer value.

Lookalike Audiences

Who better to target than the friends of your current customers? You can create a “lookalike” audience from a custom audience, conversion tracking pixel, or business page followers. How does it work? First, Facebook scans the active accounts of the source to identify similar qualities based on demographics, interests, and behaviors. Then, those qualities are matched with the friends of the users from the source and curated into a new lookalike audience list.

Location Targeting

This is one targeting option that is pretty easy to overlook. Besides having the option to target locations by country, state, address, and mile radius; there is one selection advertisers should think twice about before starting their campaign. It’s that little drop down box beside the Locations field where “everyone in this location” is preselected. Depending on your business and/or offer, this may not be the most efficient way to spend. When you look at the drop down options (everyone in, living in, recently in, and traveling in this location), you may find at least one of the three groups that make up the default selection does not apply to your target audience.

A home cleaning business, for example, wouldn’t benefit by targeting people who do not live within their service area. A local attraction, however, would see value in targeting people who live in the area and are traveling near their location. In this instance, an advertiser can create different ads that are unique to residents and visitors.

Detailed/Layered Targeting

This is level audience targeting is not available in boosted posts so pay close attention because it can help save you money! There are so many scenarios where this hypertargeting tool comes in handy but let’s pretend we are marketing a new fast and fresh meal option to working moms with small children.

It’s not enough to simply add those selections in one layer because you won’t be targeting the right audience. Without narrowing your selections, you will be targeting all working moms no matter what age their children are and all moms with small children who may or may not be working.  Detailed targeting allows us to exclude or narrow selections to further define your most desired audiences.

Purchase Behaviors

Facebook’s partnerships with big data companies offer advertisers with a whole new set of targeting options based on the buying habits of users. From DIYers, coupon users, fashionistas and consumers of just about any type of product you can think of, there is bound to be a selection relevant to your offer.

Life Events

Some businesses, like jewelers, can benefit greatly from Facebook’s life events selections. Life events is a collection of user data that helps advertisers target people in new relationships, who are newly engaged, have an anniversary coming up, started a new job, and more. This feature gives us the unique ability to capture and convert customers at opportune times.

With the amount of information Facebook collects on their users, to say they know more about you than your best friend wouldn’t be totally far-fetched for some. As scary as it may sound, they are committed to transparency and respecting user privacy. Advertisers will never gain access to personally identifiable information of their target audience unless it is willingly submitted by an individual in response to a call-to-action campaign.

Are you ready to explore the opportunities Facebook has in store for you? Create customized ads for niche audiences, build better connections, and measure campaign effectiveness. For help getting started, contact us!

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high-quality news, information and entertainment to diverse audiences.
Social Media Marketing

Social Media Marketing

Social Media Marketing

The Power of Social Media

We don’t need to sell you on the importance of social media. With more people on Facebook, Instagram, Snapchat, TikTok, and Twitter than ever before, social media marketing has rapidly become one of the most effective tools for targeted digital marketing. In addition to pulling interest data from cookies, social platforms have the unique advantage of collecting interests, job titles, and demographic data on users through social profiles and their engagement with content within the platform. The digital experts at LNP Media Group have designed hundreds of successful social media campaigns for a wide variety of businesses and are ready to take your business’s social media marketing to the next level.

Still on the fence?

Not sure if a social media campaign is right for your business? Check out our case studies to see what we’ve done for our clients through social media. Want to talk to a member of our team for more information? Contact us and we’ll answer any questions you have and work with you to develop the right campaign for your needs.

What you Receive

Transparent Reports

We’ll measure the performance of your social media ad campaigns by tracking all clicks, views, shares, and conversions. We also use proven ad optimization techniques and A/B testing to improve your return on investment (ROI) so that you get the most out of your campaign. Using tools such as Google Analytics, Facebook Pixel, and Facebook’s Business Manager, we’ll accurately track your campaign metrics and provide you with a detailed report upon your campaign’s completion.

Advanced Audience Targeting

Using Facebook’s targeting capabilities, our team can identify consumers most likely to make purchases from your business. Your Facebook and Instagram ads will be presented to this targeted audience. We use demographics, interests, hobbies, location, behaviors, and more to identify the individuals most likely to convert.

Creative, Consistent Content

We develop and execute social media campaigns that align with your brand and keep your messaging consistent. We will creatively engage potential customers based on your goals and send them to your website, social media page, or a customized landing page. Our campaigns will ask them to fill out a form, sign up to receive your email newsletters, enter a contest, take a quiz/poll, or engage with your business in a variety of other ways.

Landing Pages

Our custom landing pages are designed to enhance conversion-driven campaigns. Landing pages may include forms to capture leads and user data. Your email or retargeting ads can click through to a coordinated landing page that will feature a clear call-to-action and engaging content to drive conversions. We offer custom landing page design for any type of digital marketing campaign.

A custom landing page can aid any digital marketing campaign

Results Matter

You want to be sure that you’re investing with a company that is knowledgeable and has a history of success. Our results speak for themselves; our clients love their experience with LNP Media Group. Check out our case studies for more examples of our clients’ successes.

Frequently Asked Questions

Can I do my own social media marketing?
Social media marketing has rapidly developed from simple posts to complex campaigns designed to reach specific target markets. Anyone can boost a Facebook post, but social media marketing has become so much more than this. With our team’s knowledge and expertise in digital design, Google Analytics, Facebook Pixel, Facebook Business Manager, and audience development, we can create a cohesive social media campaign that will reach tens of thousands of people in your target market.
Will social media marketing work for my type of business?
If your customers use the internet, we think so! A portion of nearly every business’s customer base uses social media. By advertising on these platforms you can target these individuals, as well as consumers similar to them, and get your message out.
Which platforms should I use?

There is no one-size-fits-all solution to this question. Choosing the right social media platform for your business depends largely on your goals and on the products and services that you offer. If you’re not sure which platform to choose, contact our team to discuss your goals and get advice on which platform will best suit your marketing needs

How much should I spend on social media marketing?
Social media is a “pay to play” platform. This means that the more money you spend, the more your ads will be displayed to users. By starting out with a smaller amount, we can assess the impact your ad spend is having and adjust from there. Once we help you identify what works best, we can optimize the amount you’re spending to get the most impact for your money.
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The Secrets to Getting More People into Your Restaurant

The Secrets to Getting More People into Your Restaurant

Good Food Starts with High-Volume Marketing

You have great food. Your restaurant looks good. And you finally got the back of the house into working order. All you’re missing are the crowds of hungry patrons. While Lancaster County is famous for having more than its fair share of outstanding eating options, not all restaurants are experiencing the same levels of success.

With so many great options available for diners, Lancaster restaurants need more than word of mouth to keep momentum going. In this super-competitive marketplace, smart advertising can make the difference between busy kitchens and layoffs.

Start with Awareness MarketingEvery Thursday over 40,000 households turn to Entertainment Lancaster to plan their weekends.

You need to reach large numbers of people without paying a fortune. LNP Media Group offers a variety of media options developed especially for restaurants. In addition to vibrant newspaper options and the area’s most visited website, LNP Media also publishes several specialty publications that can also increase awareness. Each Thursday L
NP publishes Entertainment Lancaster, also know as EL, which is the area’s most comprehensive guide to weekend activities, destinations and events. Fly After 5 targets people in Lancaster County looking for exciting nightlife options, including restaurants, festivals and drinks. LNP Media Group also offers Spanish-language ads in LaVoz, the county’s only Spanish-language newspaper. There are so many ways to reach the patrons you’re looking for. We can help you make smart choices that make sense for your business and your bottom line. Contact us to find out more.

IFly Magazinenvest in Photography

They say a picture is worth a thousand words, but for restaurant owners, it may actually be worth more. Today’s restaurant patrons not only look at photos of food online, they may be posting some of their own! Make sure you supplement their amateur photos with a professional shots of your own. Lancaster County has dozens of young photographers who are both eager to work and affordable. Once you upgrade your food photography, your ads will work better, your social media will get more attention and the perceptions of your restaurant and its food will skyrocket.

If you’re not ready for a website, spend some time with your Facebook page.

Many restaurants skip the website, and honestly, in today’s digital universe, that’s okay. But it’s not okay to treat a Facebook page like a website. You can’t set it and forget it, or update it twice a year. Facebook pages require regular content. We recommend creating new posts daily. You should be promoting new menu items, changes in hours, talk about how you handle food allergies, features shots of guests and employees, and generally create a daily conversation. Facebook pages that look and feel like abandoned property reflect poorly on your establishment.

Advertise on Facebook and Instagram

A few years ago, Facebook purchased Instagram. Now you can place ads on both platforms that are geographically targeted. You can also refine your ad delivery by specifying people of a certain age, gender or interest. Want to promote new gluten-free menu items? Facebook and Instagram can send ads only to people concerned about gluten allergies. Have a pricey menu? Just send ads to higher income groups in Lancaster County. You may be surprised by the ease and cost of these new media. LNP Media Group’s experiences social media experts can help make the most of your campaigns by creating and placings ads, creating special promotional landing pages and even creating and monitoring content.

You Have Dozens of Marketing Options

LNP Media Group offers a variety of print and online publications. We offer a wide range of digital marketing tools and social media content and advertising opportunities. If you haven’t talked to an LNP Media Group representative lately, you may be surprised at how flexible and affordable our offerings can be. Contact us today and let’s get reacquainted.

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.



Marketing Tips for Home and Holiday Retailers

Marketing Tips for Home and Holiday Retailers

Fourth Quarter is Just Around the Corner. Are You Ready?

For businesses in the home and holiday markets, July is truly the calm before the storm. While home décor and holiday sales are traditionally very slow in July and August, September heralds the return of the hordes of eager shoppers. They’re ready to outfit their home for the cold weather and make this the best holiday season ever.  

It’s no secret that fourth quarter can make or break a home fashion or holiday business. It makes sense to start planning your fourth quarter marketing strategies early. We can help.

The Goal is Top-of-Mind Awareness

When you think of phones, which brands come to mind? When you’re considering a new vehicle, which brands do you look at first? The brands that popped into your head have top-of-mind awareness with you. They are the brands you think of first when you think of that category.

Top-of-mind awareness is one of the most powerful marketing goal. Think of your best customers today. They come to your store often. They don’t complain (much) about price. They’re loyal. You have already achieved top-of-mind awareness with those people. Wouldn’t it be great if you could create the same kind of awareness with hundreds, even thousands, of new customers? This Fall your business goals should go beyond creating awareness. You want to create top-of-mind awareness.

Here in Lancaster County LNP Media Group offers a variety of ways to create top-of-mind awareness. We all know newspaper offers a highly visual medium. But did you know that LNP readers tend to be 40+ homeowners with families and above average income? For many home and holiday marketers, that’s the sweet spot.Lancaster County Consumer Advertising

That’s why, every Fall, LNP Media Group creates special Fall home sections developed to engage homeowners looking for ways to make this season the best one ever. Contact us to discover all the ways these special advertising opportunities can help your home and holiday business.

Combine the Reach of Print with the Laser-Focus of Digital

Nothing beats LNP for creating brand awareness, but if you want to combine your awareness campaign with super-targeted digital ads, we’ve got some great tools to help drive traffic into your door at the right time. LNP Media Group offers geo-fencing, a relatively new technology that pushes your ads out to customers’ mobile devices when they’re close to your store. That means they’re g
oing to be reminded of your business when they’re already in the neighborhood.

We also help businesses create special promotional landing pages, social and internet ads and help push those ads out to the targeted audiences that are most likely to purchase your goods. Be sure to contact us so our team can explain all the exciting digital options to your business.

Promotional Marketing

Even the most loyal customer needs an occasional push to get them to shop at your business. Break through shopping apathy with exciting promotions and sales. While nothing moves people to action like super low prices, if you want to maintain margins, you may want to consider fun, thematic promotions that pique curiosity and encourage foot traffic. It requires your business to think creatively and get a little less predictable. Have a sale on everything orange. Run a scratch and win promotion. Unveil new merchandise at an invitation-only event.

And then promote it creatively with things like digital landing pages, social media ads and geo-fenced mobile ads. Fourth quarter is a time to make big, bold moves, so be creative and try moving outside of your comfort zone.

We’re Ready to Rock the Fourth Quarter

LNP Media Group is continually growing and adding new, exciting technologies to our suite of marketing and media products. If you have talked to us lately, fourth quarter is the time to get reacquainted. Give us a call and we’ll help you make this your best fourth quarter ever.

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.
Trends in Wedding Marketing in Lancaster County

Trends in Wedding Marketing in Lancaster County

Image courtesy of Cindy Frey Photography. Used with permission.

How to make the most of the changes in wedding traditions 

No industry likes to tout trends like the wedding industry. If you’re a wedding professional, you may just roll your eyes at the latest trend report. After all, today’s couples are so individualized that trends may not have a big impact on your wedding business.

However, there are a few things we’re seeing that may make a difference in the way you market your wedding services right here in Lancaster County. Take a look at these three wedding trends that are making a difference in the way couples plan their special day in Central Pennsylvania.

TREND: Destination Lancaster

While plenty of couples are still interested in going to destinations like the Bahamas for a wedding, more and more brides and grooms are choosing Lancaster as the “destination.” These couples already live in one of the top tourist destinations in the country. That’s why a growing number of couples focus the special appeal of Lancaster County to make their wedding more charming, authentic or more relevant to their own family history, or even to their shorter history as a couple.

What does that mean to marketers? When you connect your products and services to Lancaster County, and show how other brides and grooms have created a uniquely Lancastrian experience, you’ll become a more appealing part of Destination Lancaster weddings.

TREND: Digital Wedding Planning

We all know that planning a wedding can exhausting. Even small weddings take a herculean effort to execute. So it’s no surprise that digital tools, apps, and websites have flooded the bridal market to help brides and their families research, plan and share tasks and milestones. Hundreds of digital tools are available to help build a seating chart, design invitations, build a wedding playlist, pick out dresses, or choose the venue.

What does that mean for marketers? It means that digital advertising and marketing will be key to getting and keeping the attention of brides and grooms in 2017 and beyond. LNP Media Group has extensive digital offerings, and can help you create a customized digital plan for your business that is targeted and affordable.


Get local with I Do magazine. Twice a year LNP Media Group publishes what’s hot right here in Lancaster County.

TREND: Locally-Sourced Food

Local food and local sourcing has never been more important to consumers, and it’s never been more trendy on nuptial menus. Brides and grooms are planning menus for the big day that mimic the offerings of the best farm-to-table eateries. Couples want their wedding menu to reflect who they are and how live. That’s why ingredients like kale and quinoa are going to show up more often. Locally sourced meats, vegetable and breads will also be highlighted. Farm stand produce is going to take a more central role on menus. Savvy wedding marketers know that positioning products, foods and services as home-grown and Lancaster-local will set them apart from the competition.

Want more ideas on how to reach brides and grooms in Lancaster County? Contact us to discover print, digital and event options that will help you connect with couples right here in Central Pennsylvania.

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.