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We stay on top of the latest news and trends in the industry, with regularly updated posts in the NPA’s blog.

Where’s the money? Right here ...

By Chuck Nau

• Moving Companies ... A possibility for your web site particularly if you have a large number of out of market unique visitors. As you may know, moving companies have been especially hit hard by the housing slump and reluctance of individuals to relocate. Many moving firms (Allied, Bekins, MayFlower, United) are pursuing intracity opportunities. Your web site may offer both intracity and interstate possibilities ... along with realtors (relocation packages), Chambers, Visitors Bureau, School Districts. Don’t forget, moving companies are also looking for businesses that are relocating (to larger or smaller facilities) within your community, too!

Public service advertising possibilities? Mayflower in Des Moines, Iowa, Fredricksburg (VA) and Salem (VA) sponsor local fund raising events for local domestic violence shelter, American Cancer Society and American Heart Assoc. respectively ... are there similar opportunities in your market?

• A number of regional airlines (e.g. Alaska Airlines/Horizon Airlines) are teaming with the National Parks Services via NPS’s American Park Network to promote quick inexpensive family getaways. Ad copy placed by the regional airlines are directing individuals to NPS’s American Park Network highlighting selected national parks served by THAT regional carrier.

• State Restaurant Associations urging individual state’s residents to buck the recession and dine out. Ad copy highlights the benefits of patronizing local restaurants to feed the local economy and community. Restaurants in turn give back to the local economy through state and local taxes, employment, and locally produced dairy, wine and related food products. The campaign also reminds potential diners that their local restaurants are strong supporters and major contributors to community projects and charities.

The state of Colorado’s Restaurant Association recently launched

their ‘Fork the Recession’ ... encouraging state residents to dine out!

Local restaurants are STRONGLY urged by the state restaurant association to tie in with special promotions and incentives to benefit the most!

• State Tourism - Many states continuing campaigns to 'resell' local statewide attractions ("Just Outside Chicago ... There's a Place Called Illinois") due to economic uncertainties targeting residents who are staying closer to home due to careful spending and to offset softening local hotel/motel ‘occupancy’ rates due to significant business traveler cutbacks. Opportunities for local ‘get away weekend’ also popping up. 

Casinos continue to experience a significant softening of patrons (gamblers, overnight guests, diners and show attendance). To offset this decline, a number of casinos have come together with local paper to produce and distribute in paper a four/eight page advertorial tab.

Entitled something similar to ‘Game On!, the piece typically includes advertorial copy and ads for each casino and a variety of menus, gaming terms and show offerings plus a center spread map locator.

Converting Out of State Tourism Dollars to Instate Tourism Dollars ... Working with state tourism councils by encouraging them to support local economy and keep those tourism dollars, typically spent out of state, at home and encouraging local hotel/motel association to participate by contributing additional ad dollars, newspaper launches campaign entitled ... “Stand Up For (locale’s or community’s name)!

Campaign encourages and invites readers and local residents to becomeadvocates to have company meetings, reunions, family get togethers instate or within the community. In one case, a $20,000 investment ($10,000 each from state tourism council and hotel association) has already resulted in $16,000 in NEW

meetings, conventions that are a direct result of the ad campaign!

Don’t forget, another opportunity may exist with AAA promoting the value of their services (travel agency, insurance, emergency road service) during these uncertain times.

• Non - Profits - Due to declining donations, both in number and dollar amount, a number of non - profits have stepped up and began advertising for and defining how one’s investment (e.g. donation) has a dramatic impact in the lives of the non - profits recipients and/or the community. Quite a few “Humane Societies” have begun placing ROP and slick single sheets in a number of dailies and niche (e.g. business) publications. The ads or single sheets carry a tag line indicating that design “was donated by”, printing “was donated by”, and ad cost  “was donated by”.

• Credit Unions - As I mentioned in my earlier email, credit unions continue to aggressively pursue available banking dollars (deposits, car loans, mortgages, college loans) ... doubling ad budgets from $35,000 - $50,000 to $70,000 - $100,000.

Last but not least, WalMart, Walgreen’s, Rite - Aid continue to show a modest increase in same store sales month to month. Most recently, Family Dollar has also announced an improving sales picture. All of this pointing to that fact that consumers have NOT stopped shopping ... rather, they are not just shopping, but looking for ( ... and demanding?) more and more value for their dollar.

© Murray & Nau, Inc.

Chuck Nau of Murray & Nau, Inc. is a Seattle area based publishing consultant and sales and management trainer. He has been a speaker for and conducted advertising, marketing, management and sales training workshops with newspapers, niche publishers, publishing groups and press associations, throughout North America.

Comments and questions are welcome and may be directed to Chuck via email: murnau@nwlink.com. or at (425) 603 - 0984.

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