Why trust media?
As a small business, buying media is a big investment. During our ‘Don’t be a stranger!’ campaign, we partnered with Katie from The Stranger about buying, trusting and working with media outlets.
Why is telling people's / small business stories so important?
Telling the story behind a business allows customers to make a personal/emotional connection with that business. We all want to support a friend or neighbor than a faceless entity, right?
How does partnering with media outlets help amplify that?
Media outlets have a bigger voice than simple word of mouth - they increase your reach and help you reach outside your network
Do you think collaboration vs buying individual advert space gives greater ROI?
Collaboration vs buying individual advertising are two very different things. Both methods should be employed. Being included in thematic advertising (ie."best small businesses in ballard", "awesome patios in Seattle", etc) pairs like + like for the consumer. Businesses should keep the ball in play by doing individual advertising when it suits their needs (ie. holiday sales, new spring menu, etc).
What should small businesses look for when partnering with media? And how do we build a greater trust with media agencies?
When choosing a media to partner with, choose media partners that engage the consumers you want to attract. Don't be afraid to take a chance, either. When developing a rapport with the media rep, ask all the questions, nothing is too small, too silly or unwarranted. Who does that media partner reach? How can you speak to consumers in the "language" that motivates their audience? How can you position your brand to elicit response?
What are your top two tips for buying media for small businesses?
1. Define realistic and achievable goals.
2. Establish a budget - ask how you can make it work to your advantage and be open to suggestion. Take small bites and spread that budget around several different media platforms. You may be surprised by the results. When you decide to take a bigger bite, this gives you more info about which media outlet to partake from.
What's the best part about your job?
There's two great things! Meeting all the people behind the businesses I work with and learning a lot about different parts of the city and sharing that knowledge. Drop me in any neighborhood and I can share the best spots for coffee, cocktails & live music (in my opinion).
What do you love most about Ballard?
I love that I can spend all day & night in Ballard, spending 100% local, at businesses that are nowhere else in the city, usually with someone I know & care about. Brunch, burgers or coffee, cocktails & shows.
A big thanks to Katie at The Stranger to support our campaign, the small b project and Ballard / Phinneywood small businesses! If you have any questions about working with Katie, please reach out via kphoenix@thestranger.com
