by inbndmarketing | Oct 20, 2016 | Uncategorized
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.
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
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.
by inbndmarketing | Oct 5, 2016 | Uncategorized
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 i
s 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.
by inbndmarketing | Sep 28, 2016 | Uncategorized
The newspaper industry is one that is constantly transforming; but the significance of it isn’t going anywhere. Whether you’re physically holding a newspaper and reading from the printed page, reading from a computer screen or from a mobile phone in the palm of your hand, the news industry is still evolving and dominating. When you partner with digital and news media, you have access to highly engaged consumers of all ages, on all platforms and at any scale. This most certainly remains true for the Keystone state.
The latest studies have confirmed that newspapers are by far the primary source of advertising and shopping information in Pennsylvania, as well as the source that best explains important local news and information.
A recent survey by an independent research firm, American Opinion Research (AOR), found that 83 percent of Pennsylvania adults, ranging in ages 18 to 34, read a newspaper in print or digitally each week. That makes newspapers 77 percent higher than the second leading source of information, which is direct mail. What does this mean for advertisers? Six-in-10 consumers reportedly make a purchase during an average month after seeing an ad in a printed newspaper or newspaper website.
The full report will be presented at the PNA’s Annual Publishers’ Convention on Thursday, November 3, 2016, in Bedford, PA.
Current newspaper industry trends validate that newspapers have a large and loyal base of readers. If you’d like more information on advertising with LNP Media Group, contact us today.
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.
by inbndmarketing | Aug 31, 2016 | Uncategorized
Here Come the Holidays!
Lancaster County is always buzzing with excitement around the holidays. Whether it be because of the all-out décor from local residents and businesses or great shopping, the spirit of the season is always felt.
It’s probably hard to think ahead to the holidays when the sun is still shining and it’s 80+ degrees, but now is the time to do so. Summer is winding down which means the holidays are near. When you hear “holidays” you usually relate that to shopping, sales and promotions.
As any type of retail related business has discovered, holidays are the perfect opportunities to run sales, promotions and to advertise what it is they’re selling. Another thing businesses should have discovered by now is that today’s consumers expect to receive more special offers and deals during holiday seasons. This is truly the time for marketers to showcase what they have to offer and get those consumers in their doors.
It’s important that you’re in tune with the interests and needs of your consumers. You need to know who they are, where they are and how they purchase. How can marketers take advantage of the holiday seasons to increase their revenues? Here are some tips.
Local Internet Marketing
Think about when your customers are most likely to shop. Timing is key; if your ads are reaching local consumers when they’re most likely to shop, your business is going to be top of mind.
Consider creating a special landing page for your digital ads. A good landing page will tell consumers what to do, make it an easy process, and encourage consumers to submit some contact information. You’ll be able to test offers and get valuable contact information for your database.
Reach Shoppers in the Moment
A newer digital technology, called geo-fencing, is an affordable way to ensure delivery of your marketing messages to the right people, at the right time, and in the right place. Geo-fencing boosts your ads to customer’s mobile devices when they’re physically near your store. This will give them that extra oomph to walk through your door if they’re already close by. 
According to a study done by Placecast, 53% of participating shoppers have visited a specific retailer after receiving a location-based alert and 50% who stopped by a store, prompted by an alert, said the visit was unplanned.
Take Advantage of Newspaper
Nothing drives foot traffic like a strong print campaign. Encouraging in-store visits through print, with special offers, can be quite effective for getting more traffic through your doors.
Two of LNP’S most popular advertising packages are “Holiday Showcase” and “Holiday Gifts and Lifestyle.” These special sections allow marketers in Lancaster County to promote their business and services, while giving the consumers the coupons and deals they’re looking for. Small Business Saturday is also a great option for promoting your small business and local shopping during the holidays. Some of Lancaster’s most popular holiday destinations rely on our special holiday sections to drive business in the fourth quarter.
Are you ready to take your seasonal marketing efforts to the next level? Want to find out which options will help you drive the most people to your business this holiday season? Contact us to learn more about all the special advertising opportunities that are available to help your business during the holidays in Lancaster County.
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.
by inbndmarketing | Aug 17, 2016 | Uncategorized
New trends mean you need new strategies
What’s new in grocery shopping? What’s new in how people find and consume food? Last year Bloomberg reported that Americans are now spending more on dining out than on groceries. In fact, according to the US Department of Commerce, sales in restaurants are now exceeding sales in grocery stores for the first time since this kind of data started to be collected in 1992.
Source: Bloomberg Markets
Millennials seem to be leading this shift. 29% of this grab-and-go generation report that they often purchase food and drink while on the run, compared with 19% of consumers overall. While you might think Millennials are running to fancy fast-casual destinations like Panera or Chipotle, the leading category for on the go eating may surprise you; it’s the convenience store.
In this part of the country, we have access to two of the most progressive convenience chains in the country – Wawa and Sheetz. These two chains are leading the industry in progressive menu development, healthy offerings, affordable made-to-order foods and enjoyable eat-in dining areas. Both offer a variety of healthy grab-and-go options that include low-fat yogurt, cheese and fruit, hummus and pitas and even quinoa salad. No wonder they’ve made such an impact on the eating habits of young and old alike.
If you want to attract more food shoppers to your restaurant, grocery store, market or convenience store, here are a few tips to make you more attractive to this time-pressed, grab-and-go generation.
GIVE THEM A REASON TO WALK IN THE DOOR
Why should consumers come to your store over others? Do you have better produce? Bulk bargains? More organic? Whatever your specialty is, promote it over and over again. Offer coupons that highlight the things that make you special. Announce arrivals of limited-time offerings like Rainer cherries or the first local pumpkins. While coupons and flyers are important, make sure you save room to give attention to the things that make you really special.
MAKE MINE TO GO
While many food marketers have caught on to the need for ready-to-eat options, fewer understand that to get more of the grab-and-go market, food must be packaged and presented differently. Are your foods easy to eat in a car? On a park bench? At an office desk? Is it neat to eat? Easy to clean up? Will it leave a smell? Think through all the types of considerations the folks at Wawa and Sheetz are using when they decide which items to promote.
BUILD BRAND AWARENESS
No matter who you are, or how long you’ve been in the area, you’ll need to continually promote your name and location(s). If you don’t, other names and stores will replace yours in your customers’ minds. Pay attention to signage. Advertise a lot. Get your name, brand and logo out there in as many ways as you can. One of the biggest events of the year, the Taste of Home cooking event, is a great way to get into the hands of over 1,000 enthusiastic home cooks. Sponsorships are very limited, so contact us now to find out how you can participate.
GET LOCAL RESEARCH ON WHAT GROCERY SHOPPERS WANT
If you want to know more about what shoppers in Lancaster County want from a grocery store, check out 5 Surprising Ways to Grow Grocery Sales, first posted in June.
No matter how you’re selling food, or who your target market is, LNP Media Group can help you find smart ways to increase your visibility and attract more shoppers. Contact us to find out more.
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.
by inbndmarketing | Aug 10, 2016 | Uncategorized
How to Drive Visitors to Your Lancaster County Business
Everyone in Lancaster County knows that tourism is vital to our local economy. Tourism attracts visitors not only from neighboring states, but also brings guest to our area from Europe, the Far East and India. While the Amish and Plain People’s way of life is a major draw, visitors are also searching for good food, exciting entertainment, comfortable accommodations and interesting shopping experiences. Most tourists find loads of marketing that drives activities associated with the Amish. However, our area’s restaurants, shops, lodging and entertainments have not always done as good of a job of marketing to travelers.
Lititz, PA is known for being one of the coolest small towns and for its unique shopping.
If visitors aren’t aware of your unique offerings, you’re leaving a substantial sum of money on the table. According to research done for Discover Lancaster, over 8 million people visited Lancaster County last year. They spent almost $2 billion in 2015, making tourism one of the fuels that drives the Lancaster County economy. In 2015, tourism industry employment was 8.2% greater than in 2011, representing more than 1,200 new jobs.
Every tourism marketer knows that if business is close to a big tourist attraction, good signage and smart merchandising may be enough to keep you profitable. But, what if you’re not next to an Amish farm? What if no one around you is selling quilts or jam? Without the staples of traditional Lancaster County tourism, you may find you’re not getting your share of the billions visitors spend each year. You will have to work harder and market smarter to ensure tourists spend their dollars at your business.
USE THE RIGHT SEARCH TERMS
Travelers can quickly get overwhelmed when planning a trip. Increasingly people are going online to get the answers to their travel questions. It’s no surprise to tourism veterans that people start thinking about trips weeks, even months ahead. Google research shows that 37% of travelers think about vacation planning at least once a month; 17% think about it at least once a week. When these travelers are ready to start mapping out itineraries, they go online. Expedia reports that the average person visits 38 sites when planning a trip. If you want Lancaster County tourists to consider your business, you need to be easy to find and rank high on relevant searches. Smart SEO strategies combined with paid search campaigns will ensure your best customers find you at the right time.
When travelers get hungry, they search for nearby restaurants. The right mobile marketing strategies will ensure you show up to the right tourists at the right moment.
REACH TRAVELERS IN THE MOMENT
In the past year, conversion rates have grown 88% on mobile travel sites. Reaching travelers on their phones, at moments when they’re in Lancaster County, can have a significant impact on your bottom line. LNP Media Group offers a wide range of mobile marketing strategies, including geo-fenced ads that only appear on phones when the visitors are close to your business.
TAP INTO STAYCATIONS
One of the hottest trends in vacations is staying home. “Staycations” give hard-working folks in Lancaster County a chance to rest up or catch up on home improvements. A recent AAA survey found that only 35 percent of Americans are planning on traveling more than 50 miles from their home this year for their family vacation. While staycationers may want to spend more time in their backyard, they’re still open to having fun eating out, visiting local shops or catching the latest play. Make sure your business is a well-known destination for locals as well as out-of-town visitors. You’ll not only attract staycationers, you’ll get more local business all year long.
DON’T FORGET ABOUT TOURISM GUIDES
Visiting Lancaster is a great guide for tourists that features the areas attractions.
Printed tourism guides are still a staple for visitors to Lancaster County. Each year visitors pick up millions of guides. One of the best is Visiting Lancaster, published by LNP Media Group and distributed to thousands of visitors each year in hotel rooms and at tourist information centers. Our guide mixes compelling content on area attractions with well curated ads.
Ready to step up your tourist marketing efforts? Contact us to find out how LNP Media Group can help your Lancaster County business attract more visitors here and abroad.
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.
