PRACTICAL GUIDE / CHOOSING MEDIA
Where should a Tri-Cities
business advertise?
Start with the customers you want and the action you need them to take. A streaming ad, social campaign, podcast, local radio spot, and website placement solve different problems. Andie Howard explains how she approaches the choice for businesses in Kennewick, Pasco, and Richland—and for clients reaching farther.
Define the audience before choosing the channel.
Do your customers live in a few neighborhoods, across the Tri-Cities, or in several markets? Do they already know what they need, or does your offer require an explanation? The geographic reach and the message should shape the placement. Neighborhood-level targeting is possible in some media, but availability and useful audience size vary by platform.
Match the format to the job.
Streaming and connected TV can put a visual story in front of selected audiences when the available inventory and budget fit. Social media can show a short message where customers scroll and offer a direct next step. High-traffic websites and digital display can extend reach across relevant audiences and locations. Podcasts and radio let a message travel through audio; consider whether your offer works without a picture. Network TV may fit a broader campaign. None of these choices guarantees a sale or a spot on a specific platform.
Plan the response before paying for reach.
What will someone do after seeing the ad: visit a focused page, call, book a conversation, or send an inquiry? Make that action easy. Set a media budget apart from commercial production and management fees, agree on the audience and reporting, and decide how you will follow up with leads. See how Andie evaluates advertising results.
When does a media partner help?
If you want to compare streaming, social, websites, podcasts, TV, and radio without buying each in isolation, Andie can plan the mix, discuss creative, and evaluate available inventory through her media relationships. She works directly with local and nationwide businesses. Read about targeted advertising and media placement, or consider a paid marketing audit when you first need to understand current spending. Your proposal identifies actual placements, availability, pricing, and scope.