What Local Businesses Need to Know for Reaching Sports Fans

What Local Businesses Need to Know for Reaching Sports Fans

Lancaster County loves football, from high school teams to the NFL. Every Friday night, LNP readers take to the fields to watch their local high school football games. No one knows more about local high school and college sports than LNP. We offer great news reporting and highlights in print and online, and we offer a range of advertising opportunities like the High School Football Preview. So during the peak of fall sports, your business can reach fans right here in Lancaster.

When your business places advertisements in the High School Football Preview, your brand shows support for your favorite high school football team.

Why should your business care about advertising in this popular annual feature? Simple: This is the opportunity for your business to generate sales and goodwill by being a team sponsor. High School Football Preview could be a touchdown for your business.

Associate your business with a school by placing team ads.

Sports fans connect with their favorite team. Studies have shown that for fans, identifying with a favorite team is more important than being identified with their work and social groups.  Support for a certain team or club can serve as a point of identity for sports lovers. Die-hard fans will do anything for their team.

Use this to your business’s advantage. Make a connection with local sports fans by identifying your business as a high school football team fan when you advertise in the High School Football Preview.

Reach sports fans, parents, and students in Lancaster County.

Football Sports player High School in LancasterJust like the competition athletes face on the field, your business has its own competition. By becoming a team sponsor, your business will attract the sports fans in Lancaster and beat out the competition. When fall comes around, high school football games attract fans that could also become customers. It’s not just men reading the Sports Section. Teachers, parents, students or any fan of local Lancaster high school football teams could be reading your advertisement in LNP. This opportunity allows you to connect with a wide range of sports enthusiasts. Your business could be seen by the 140,000 people who read LNP on weekdays when you become a part of the High School Football Preview.

Football brings lots of hype once the season starts. People bring out their favorite jerseys, tailgating supplies, and decorations for their homes. Why wouldn’t your business want to join the hype that football season brings? It’s a smart move.

Mixing sports and marketing is a good play.

LNP will publish this special edition on Wednesday, August 30 and Wednesday, November 29, during the beginning and end of high school football season. By running your business’s advertisement twice, you can reach twice the number of sports fans and athletes! Your business can reach over 140,000 readers and potential customers with each publication.

Want to be a part of this special spotlight edition? Hurry! The deadline for space reservation is Friday, August 11th.

Beat the competition and build awareness with the High School Football Preview. Contact us now to speak with a Sales Rep!

What 7 in 10 LNP Readers Revealed in Our Last Survey

What 7 in 10 LNP Readers Revealed in Our Last Survey

Reading Habits can be Personal

It’s probably not surprising to learn that the people at LNP Media Group are obsessed with measuring and analyzing reader habits. We do a lot of research and big studies. We ask a lot of questions to find out what people care about, and try to measure how much they care about it. But readers are not always forthcoming. Sometimes they don’t get specific, or don’t want to share too much about what they read, or why. Despite all the research we do, we’re not always 100% sure about our readers feelings about every part of our news and information offers. Over the years, we’ve come to accept that people don’t always want to share every part of their reading habits. Some parts of our subscribers’ lives are personal. We get it.

We Never Expected Rave Reviews

Maybe that’s why we were surprised when we started getting positive feedback. Sometimes it was a short note. Other times it was a legitimate, handwritten letter. (Yes, they still exist!) And we started getting emails, and Facebook posts and comments. We got lots of positive comments in surveys. In fact, everywhere we look, people were making an effort to tell us how much they like our new magazine. There’s no other way to describe it. Sunday magazine got rave reviews.

 7 in 10 Readers read Sunday EVERY WEEK

Our last survey cinched it. 7 out of 10 people who subscribe to LNP on Sundays reported that they read Sunday magazine every week. That translates to loyal weekly readership in over 50,000 homes, with a readership of almost 140,000.

While it surprises some, Sunday magazine is not available in newsstand editions. None of its content is available online. It doesn’t have a Facebook or Twitter account. Instead, it’s a rock-solid expression of our commitment to print and to those who love it. We’re grateful that our readers love our magazine. And we’re excited to have such a beloved magazine to offer to our local advertisers.

 

Haikus, Birdwatching, Local Makers and More

Whether you love nature, culture, food, history or the arts, Sunday offers readers original, local content every week. The Sunday staff looks for the very best of everything local. That’s why you’ll find work from local poets and writers, profiles on businesses, chefs, craftsmen and historians, glimpses back into Lancaster County history, recipes, profiles on artists and musicians and, of course, our now famous Lancaster County-inspired word searches.

How Can You Reach Sunday Readers?

Sunday magazine offers three ways to reach our loyal readers.

  1.  1/3 page ads–Only two are allowed on any one page, so your business gets maximum attention.
  2. Table of Contents page–Your logo will be included on a page that not only kicks off the Sunday magazine experience, but also features a timely quote, information about the cover and a map that sources every story or feature and connects it to one of the towns or townships in the county.
  3. Page sponsorship–Some of our pages get special attention from readers, such as  The Lancaster That Was, Almanac and Puzzles. We don’t offer ads on these pages, but we do offer sponsorships, so you can be in front of readers as they spend extra time with our magazine. Your name or logo will be prominently featured on the page.

Want to learn more? Contact us and let’s start talking about introducing your business to our passionate and engaged readers.

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

Share this Image On Your Site

 

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.
How to Drive More People to your Website

How to Drive More People to your Website

 

Whether your website sells goods or services, it’s essential to always increase your website traffic and expose your brand to more people. The more traffic you have to your website, the better your chances are of making more sales and staying ahead of your competition. Digital marketing offers a variety of initiatives to help you reach more of your targeted audience, therefore, increasing your website traffic.

Social Media

Social media is a robust platform for connecting and engaging with an audience. Being active on your social media accounts will contribute to how successful it is for you. Include your website information in all social media profiles, as well as providing direct calls-to-action to visit your website in at least 10% of your posts.

Though organic posting is important, putting some money into Facebook paid advertising can especially drive better, more qualified traffic to your website, while also reaching users that aren’t already following or participating in your social media groups. But first of all, you’ll want to develop a strategy before you start promoting posts. Understand the type of audience you want to target, your call to action, ad content, retargeting, etc. All of these factors will aide in the amount of volume you can expect to receive.

Search Engine Optimization (SEO)web-traffic-blog-image

SEO is more than fitting in keywords here and there; it’s the process of increasing your website’s visibility in search engine’s organic results through optimizing your pages with keyword phrases people are most likely to search for. When you do a Google search, do you normally go past the first couple result pages? The answer is probably no, so why would potential customers?

A few methods to improve your website’s organic search results may include updating existing content, optimizing images and incorporating backlinks or inbound links.  

Email Marketing

While email marketing has been around for years, it is still one of the strongest ways to engage potential and current customers. Your email must give people a captivating reason to subscribe (contests, giveaways, insider information, etc.) and then repeatedly send great content so they don’t unsubscribe. Encourage them to return to your website on a regularly by showing them what’s new — whether it be blog posts, a new product, newsletters, videos, etc.

If you need help driving more traffic to your website, contact us. We’ll help you determine which digital marketing tactics are best for you.

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.

 

Go Local: How to Drive More People to Your Auto Lot

Go Local: How to Drive More People to Your Auto Lot

In today’s automotive retail world consumers have more information and options than ever. Whether it is new or used, car or cross over, even how far they are willing to drive to save a few dollars are the options they have. It can certainly be overwhelming to both dealers and consumers. Making your advertising stand out, not just from your competitors but the manufacturers and the ever growing volume of third party sights, seems like it is becoming increasingly more difficult to do. 

So what can you do to be the shining star and drive more traffic to your website and into your local showroom?

Use Social Media

One of the simplest and most consumer engaging advertising tactic is Social Media. On average 22% of internet time is spent on Facebook by Americans, that’s double the amount spent on Google and YouTube combined. Facebook is still the leading social media platform, by wide margins, and continues to grow every year. Over 40 million Facebook users are in the 18-24 age range and an additional 128 million are over the age 25. That means more than 55% are between the ages of 25 and 55.

Paid placement advertising on social media is a great option to get your message in front of your customers in Central PA. You’ll want to be sure your ad directs them to a landing page that is especially relevant to your message or offer; therefore, making it as simple as possible for them to transact with you.standing-out

Retargeting

You know people are visiting your website, whether it is direct traffic, referral traffic from 3rd party sources like AutoTrader or Cars.com or even from existing advertising. But then they leave and you become out of sight, out of mind. Retargeting is a form of marketing in which you target users who have previously visited your website. “Remarketing” or “Retargeting” ads allow previous site visitors to be subtly reminded of that shiny red convertible or perfect used truck they looked at. You even have the ability to present a unique special offer for previous visitors only without them knowing you’re targeting them specifically. This has been a mainstay in the arsenal of online retailers for several years, allowing them to even be as specific as serving an ad to you for the exact piece of merchandise you looked at.

Animated Display Ads

Create display ads that incorporate multiple vehicles or even add running footage of that all-new SUV and you’ll most definitely attract the attention of those that have become blind to all the standard ads; motion is eye-catching. Even using still images with vehicle specific info, like “Class Leading Fuel Mileage” or “Most Awarded Sedan” combined with special offers in one single animated ad creates awareness and most of all, a reason to engage with you. Your branding message becomes integrated with your lead generation. While your competitor is advertising one car with just a lease payment and one stock photo, you have the car in motion and also touch on multiple hot points for different consumers.

Reach More for Less with Targeted Emails

Car Salesman Invites Customers at Showroom.

Today’s targeted email takes email to a whole new level. Furthermore, offering the ability to target not just by zip codes or specific vehicle makes, but also with trigger points in life such as in-market consumers, specific income levels, etc. Targeted email campaigns are much easier to track engagement and allow you to combine programs like retargeting ads. With targeted email campaigns, you can even do a secondary send to those that opened or clicked through to your website to give that extra push it sometimes takes to get the customer through your doors. Email is opened when your customer wants to open it – therefore, putting your message in front of them on their time frame.

LNP Media Group can reach your target audience in Lancaster County with our many digital advertising efforts. Contact us if you’d like more information on auto marketing.

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.

 

Go Local: Holiday Marketing for Lancaster Small Businesses

Go Local: Holiday Marketing for Lancaster Small Businesses

Make This Your Best Holiday Selling Season Ever!

It doesn’t matter what the thermometer says; the holidays are right around the corner. It’s time for your business to start thinking about how to make the most of the busiest season of the year. Make sure you’re prepared for the rush by mapping out a solid holiday marketing plan.

According to an Experian Marketing Services survey on holiday marketing, almost half of the marketers surveyed reported they’ll launch their first holiday campaign before Halloween. That means that now is the time to develop marketing strategies to help your Lancaster County small business get ahead of the competition.

Promotions and Giveaways

It’s no surprise that people are looking for deals during the holidays. Creating special sales, giveaways, coupons or offers is a smart strategic plan to extra attention for your business during the highly competitive season. Develop a list of deals and offers to promote throughout the season. You may want to create themes for your deals that continue throughout the season, to make your promotions more memorable.

Of course print is a great way to promote deals, but social media and digital ads can provide a super-targeted way to spread the word about promotions and giveaways. A strong social media campaign with compelling graphics and relevant content will get your deals noticed. You may even reach new customers in Central Pennsylvania.

Techniques such as retargeting and geo-fencing allow you to run ads online on apps or websites people are already accessing every day. They’re a smart, affordable way to expand reach and help your campaigns reach its full potential.

Get Involved

The holiday season is all about giving. So give some of your time, services or goods to a local charity. While some businesses may be too busy to give back, those who share their wealth get noticed. Contributing to charitable causes establishes your business as a vital part of the community. The holiday season iholiday giftss traditionally linked with charitable contributions, so it’s an especially important time to play up your business’s role in lending a helping hand in your community.

The Power of Print

Don’t overlook the potential of a strong print campaign. LNP Media Group offers a variety of publications that provide a great outlet for all things local. Print advertising is ideal for showcasing visual merchandise or for promoting special offers.

According to Fortune, Thanksgiving is the best day of the year for deals. Since most will be making their holiday shopping plans around that time, advertising in LNP’s Thanksgiving issue is a sure way to get your holiday deals noticed.

LNP Media Group can reach your audiences through print or digital media. Don’t miss out on the potential of the busiest season of the year. Contact us to learn more about holiday marketing and let’s get you ahead of your competition.

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.