New White Paper Explores Advantages of Local Media Programs

July 10, 2017 | The Toy Association has published a new white paper, “Put Your Money Where Your Market Is,” to provide toy company members with insightful, directional tactics that will help them tie local media efforts to national campaign goals.

Prepared for the Association by Blue Plate Media Services, the white paper explores the advantages and limitations of local media programs, different local media options (from non-digital to digital media), and how to identify the right media options depending on budget, target audience, campaign timing, geography, and more.

“The importance of driving local media is paramount when building a holistic, national media plan,” says David Becker, president of Blue Plate Media Services. “It seems contradictory, but it’s not. Because no matter where you live in the country, the merchandise meets the money at the local level. So, it is imperative to pay attention to local-based media, and the resident consumer, when striving toward reaching your national goals.”

The white paper also delves into location-based media strategies, which have evolved in recent years due to innovations in location intelligence. Marketers can now leverage latent and real-time mobile and desktop data to better target consumers based on where they go, effectively measure how digital ads drive foot traffic into stores, and even connect the consumer journey from ad exposure, to store visit, to purchase data.

The research culminates with a list of “guidelines for success” to help toy companies implement a local marketing campaign that utilizes a full media mix to leverage the behaviors of today’s consumers.

Members of The Toy Association are invited to access the White Paper online. Questions about the Association’s many educational offerings may be directed to Anne McConnell, senior director of market research & data strategy.

Blue Plate Media Services, an affinity partner of The Toy Association, is a cross-platform media strategy, planning, and buying agency, specializing in reaching and engaging with kids, moms, and families.