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Many Local Businesses Lack Digital Savvy www.spotsndots.com PDF/TXT newsletter Subscription: $325 per year Call toll free: 888-884-2630 This publication cannot be distributed beyond the office of its named subscriber. Send sales-related job listing The Daily News of TV Sales Thursday, November 17, 2016 to: [email protected] Copyright 2016. MANY LOCAL BUSINESSES LACK DIGITAL SAVVY LOCAL DIGITAL MARKETING OPPORTUNITY ADVERTISER NEWS Many local media companies have gotten into providing Lowe’s third quarter same-store sales showed just digital services to businesses—either as an add-on to their a 2.7% gain (well below Home Depot’s 5.5% gain that traditional advertising business or even as a stand-alone we reported yesterday), pulling the year-to-date increase digital services company. Based on the latest The State down to 3.9%. One analyst that had looked at the Home of Local Marketing Report from Brandmuscle, it appears Depot numbers found that it was growing more quickly in they could really use some help. Its survey found that 56% sales to professionals over sales to do-it-yourselfers, and of local retailers haven’t even claimed their FREE Google “big tickets” ($900 and over) accounted for about 20% of all My Business listing (screen pictured). sales. Lowe’s now sees full-year comps up 3-4% and it will Doing digital marketing at the local level has obvious finish the year with about 40 more stores than last year…… advantages for businesses, whether Target is a bit more optimistic after or not they’re big enough to do third quarter sales and profit each traditional advertising on TV and beat expectations. Comp sales other media. First off, they at least were still down 0.2%, but it had need to be sure than potential forecast comps could be down as customers find accurate information much as 2.0%. It now projects the about their location and hours when current holiday quarter to be in a they check Google or Facebook. range of +1% to -1%--previously But many businesses don’t keep it had felt flat sales would be the up with those things very well. best possible result……Macy’s is Brandmuscle found that 57% of local expanding its off-price Backstage retailers execute digital marketing on concept putting pop-up apparel their own. Only 6% hire an outside shops into 45 existing Macy’s stores firm to handle their digital marketing. What about the other for the holiday season. The Backstage operations do not 37%? Our best guess is that they’re not doing anything to sell the same merchandise that Macy’s itself offers, rather oversee their online appearance to potential customers. it brings in different offerings that are not available in the Brandmuscle’s report sees a big opportunity for national main store……Off-price apparel retailer TJX had another brands to build sales through local digital marketing, largely very strong quarter with blended same-store sales at T.J. by helping their local affiliates with additional co-op funding, Maxx, Marshalls and HomeGoods up 5%. The company digital and social media content and marketing training. The is devoting some of its current commercials to highlighting latest survey of over 2,000 dealers, agents, franchisees the fact that it will be closed on Thanksgiving……A new and distributors found that marketers still invested 60% of study from Cox Automotive finds the average customer their overall co-op and market development funds (MDF) is willing to pay about $3,000 more to buy a certified used spend on traditional marketing tactics in 2015. vehicle as opposed to the same vehicle without certification. With many (perhaps most) consumers no longer Dealers have estimated the difference to be about $1,260 differentiating between buying from a company online in value for the certification, so Cox is suggesting dealers or in one of their bricks-and-mortar stores, the report may be underselling the value of the average vehicle by as emphasizes the need for integrated, omnichannel much as $1,740 per unit. Cox also says certified vehicles marketing efforts that work at both the national and Continued on Page 3 local level. “Understanding which tactics generate the best results for affiliates so you can align co-op funds and co-branded materials to support these efforts represents a major opportunity to optimize local marketing,” Brandmuscle advised national brands. The local affiliates can achieve a real connection with consumers beyond anything the national brand can do through local events and promotions. 75% of the local affiliates surveyed for the report Continued on Page 3 www.SpotsnDots.com NETWORK NEWS AVAILS Empire has cast Rumor Willis, daughter of Bruce General Manager: WPBI-TV FOX 16 & NBC 16 Willis and Demi Moore, in a recurring role this season. and Top-Rated FM Radio Group - Lafayette, IN. This Willis will play a brilliant but volatile singer/songwriter is a rare opportunity to start at the ground level and build whose talent becomes invaluable to Jussie Smollett’s your team, create a new brand in the community, and character, Jamal. Willis joins other notable guest stars on develop a media group from scratch. The successful Empire including Mariah Carey, Taye Diggs, Birdman and candidate will have a proven track record of growing sales, French Montana……NBC has picked up a comedy project controlling expenses, and building profitability. 5 years’ from Andrew Gurland, creator of Married that ran for two experience in TV management or TV sales management seasons on FX. The untitled relationship comedy revolves required. Get more details HERE. To apply, send info to: around a happily married man whose level-headed wife [email protected]. EOE. helps him navigate some of the more The FOX affiliate in Kansas City, complicated female relationships in his Donald Trump will be the WDAF Fox4, seeks an experienced life……Treasure is an action adventure first U.S. president ever and highly motivated Multi-platform mystery cop drama also in development to have appeared in an ad Account Executive to grow our at NBC. David Giuntoli will be the star for Pizza Hut. In fact, some core broadcast business, interactive in the lead role......FOX has acquired pundits are predicting Trump platforms and digital TV. The AE a new action comedy from Matt must develop new business across will run in 2020 against Flo Liebermann called Free Guy. A story all platforms. The AE will negotiate about a bank teller that discovers he’s a from Progressive. rates, prepare and present avails and background character in a realistic, open Conan O'Brien sales packages to agencies and direct world action-adventure video game, advertisers. Candidate must have and he’s the only one that can save the previous media sales experience. world……Alex Wagner, formerly of MSNBC, will join CBS Use of Wide Orbit, Excel, Microsoft Word, Power Point This Morning as co-host of the Saturday Edition alongside and other technology is a plus. College degree preferred. Anthony Mason starting this weekend. She will also be CLICK HERE to apply (job # 2016-44911). EOE M/F/D/V. serving as a correspondent for CBS. Wagner replaces WZDX TV in Huntsville AL is searching for a General Vinita Nair who is leaving the network……Mariah Carey Sales Manager. The GSM oversees all aspects of the will perform “All I For Want Christmas is You” on the ABC sales department, including staff broadcast of The Wonderful World of Disney: Magical management, advertising inventory Holiday Celebration Thursday, November 24 at 8 PM throughout all channels, revenue (ET)……The CW’s new drama Riverdale will have its mid- goal setting and achievement, season debut on January 26 at 9 PM (ET). DC’s Legends and budgeting. The GSM also of Tomorrow will move to Tuesdays at 9 PM (ET) starting determines inventory, pricing and discount rates, and has January 24. On Tuesday, April 4 at 8 PM (ET), iZombie will direct responsibility for national sales efforts. Qualified debut with a two-hour premiere, then move to its normal applicants can CLICK HERE for more information or to time slot at 9 PM following new episodes of The Flash. The apply now. Equal Opportunity Employer 100 returns Wednesday, February 1 at 9 PM (ET), and The WCSC, #1 station in beautiful Charleston, SC, is Vampire Diaries series finale will air Friday, March 10.The looking for a strong Research Director to assist station Originals will return Friday, March 17 at 8 PM (ET) and and clients with the research needed to successfully move Crazy Ex-Girlfriend wraps season Friday, February 3. both parties forward. This person will assist station efforts with data analysis and interpretation/sales application of TUESDAY RATINGS syndicated research resources including Nielsen, Rentrak, Several of the programs on the broadcast networks WideOrbit Media Sales and other online resources. Must be showed some improvement on Tuesday night as the an analytical thinker, detail oriented with strong math skills, schedule got back to normal after election week. This Is Us be familiar with qualitative and quantitative research and gained three tenths of a point from its last broadcast to a 2.6 proficient with Microsoft Office. CLICK HERE to apply. No Nielsen 18-49 rating. The Voice (2.1) and Chicago Fire phone calls. EOE- M/F/V/D. (1.5) both held steady and made it a good night for NBC. Passionate about your career? Ready for some southern ABC saw some improvement as well with The Middle charm? CBS46 / WGCL-TV in Atlanta is seeking a bright, doing a 1.6, up two tenths from the last episode, freshman enthusiastic Account comedy American Housewife gained a tenth of a point to Executive to join our a 1.6.
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