PTP Helps #RestartLocal Radio
• Point-To-Point Marketing (PTP) has rolled out its #RestartLocal initiative to help broadcasters gain an advantage when local advertisers return to the air as states begin to ease quarantine and stay-at-home measures. “Restart Local” puts the power of your station and its personalities behind local advertisers through direct mail and social media marketing. The 24-page catalog arrives in the homes of the station’s target demographic and in the station’s most important Nielsen ZIP codes. The front and back cover pages are branded to the station, and a letter from on-air talent on the inside cover implies endorsement of advertisers. There are spots for 17 advertisers. There is also an option to execute three-week social media campaigns for four clients.
Explaining the initiative, PTP President Tim Bronsil said, “Radio has once again shown the strong connection to its listeners and community over the past two months. As communities begin to return to some normalcy, radio can restart local business using the power of its brand and personalities. The business can be in tens of thousands of homes for a relatively small investment. We have made the price point small enough for those businesses that the entire project has the potential to be a solid revenue generator for participating stations.”
PTP VP/Strategy & Audience Insights Susan Bacich added, “With so many listeners working from home, the mailbox is a great place to put your message. Our clients have discussed creative strategies to include dedications to front line & essential workers while also highlighting non-profits in the booklets. We work with each client to determine the right investment level that they can recoup while also talking about the station’s messaging and tone.”
PTP VP/Digital Tim Satterfield explains, “Over the past month, we have seen user engagement soar in our clients’ campaigns. Click-through rates have increased 60-90%. Video view rates are way up. People having more time to spend on social media combined with enhanced relatability to the messages in the creative have set those clients apart from their competitors as they connect with their audiences.” For more info about this exciting initiative, contact Tim Bronsil at 513-231-0344 or Tim@PTPMarketing.com.
