Search ads and local SEO are built to catch people who need you right now. They can't make someone remember you before that moment. Traditional media does that job. The spot on the morning show, the voice on the drive-time station, the billboard on the way to work: months of that, and your name is the one that feels safe when the water heater finally goes.
The two work best together. Someone hears your radio spot on Monday, sees your board on Wednesday, and searches you by name on Friday. That search should land on a website and Google profile built to turn it into a call. Each channel makes the others work harder.
Every channel reaches people differently, so each one earns a place in the plan for a specific reason. Here's what we run and when each one pays off.
Local broadcast and cable commercial spots and program sponsorships. Most spots run 30 seconds, with 15-second cuts to build frequency and 60-second spots when the story needs more room.
Best when you need a whole market to know your name, fast. TV also lends credibility: a business people see during the evening news reads as established.
AM and FM spots, scriptwriting, voice production, and placement on the local stations your customers already have on.
Best for frequency. Radio reaches people in the truck and the car on the same routes every day, so a name they hear over and over on the commute is the one they remember when the AC quits.
Newspaper and magazine display ads, inserts, and direct mail fulfillment from design through delivery.
Best when you can name the neighborhood. Direct mail can target specific ZIP codes and mail carrier routes, and newspaper readers skew older, which matters if your buyers are established homeowners.
Billboards, transit graphics, and street furniture displays placed on the roads your market drives.
Best for repetition on a route. A billboard gets a few seconds, so the message has to be short, the name has to be big, and the placement has to sit where your customers pass every week.
Planning, buying, and creative production all run through one team, so the plan, the ad, and the tracking stay connected. You approve the plan and the creative before any money goes out.
Who buys from you, where they live, and what they watch, hear, read, and drive past. Research comes first, because the channel follows the customer.
We pick the channels and the mix, set the flight dates around your busy season, and put a budget against each placement before anything gets bought.
We negotiate rates and schedule the placements: dayparts, programs, stations, publications, and board locations.
One message, adapted to every format. We design the print pieces, record the audio spots, and film the video commercials.
Each channel gets its own way to be counted, and the results land in the same monthly report as your digital marketing. What works gets more budget next flight.
Our CEO, Sam Ryan, started his career selling advertising for ABC and NBC affiliate stations, then founded Pinpoint Media and ran it for twelve years before building Encore. He's also owned and managed magazines, with editions in Lake City, Jacksonville, and Tallahassee. He holds an advertising degree from the University of Florida.
He's worked the selling side of both TV and print, so he knows how stations and publications build and price their schedules. That's the person you want negotiating yours.
The usual complaint about TV, radio, and billboards is that nobody can tell what they did. So we build the counting in before the campaign starts:
Thinking about TV, radio, print, or a billboard? Start with a conversation about who you need to reach.
Book Your Free Discovery CallMost people don't call straight from a billboard. They remember the name and look you up later. That search needs somewhere good to land: a website built to convert, a Google profile with fresh reviews, and local SEO that helps put you in the map pack when they type your trade and town.
Then the calls and form fills flow into a CRM that follows up fast and records the source. Traditional media builds the familiarity. The rest of the system turns it into booked work and shows you the numbers.
For a lot of local businesses, yes. Digital ads catch people who are already searching. TV, radio, print, and outdoor reach people before they need you, so your name's the familiar one when they do. Running both works best, because a customer who's heard you on the radio tends to click your listing when they search.
It depends on the market, the station or publication, the time slot, and how often the ad runs. A morning drive-time radio schedule and a late-night cable schedule are priced very differently. We scope each campaign to your goals and budget, then price it in your proposal. How our engagements are structured lives on the pricing page.
We set up a way to count each channel: a tracking phone number per station or publication, QR codes and short web addresses on print and outdoor, branded search volume before and after each flight, and a source field on every lead in your CRM. It all rolls into the same monthly report as your digital marketing.
We handle it. We write the scripts, produce the radio spots and video commercials, and design the print ads, mailers, and billboard artwork. You approve the creative before anything airs or prints.
The one your customers already use. A home-service company covering a few counties might lean on radio and direct mail. A business opening a new location might want a billboard on the main road in and a TV flight around the opening. We start with who you need to reach and where, then recommend the mix, and we'll tell you if a channel's a poor fit for your budget.
Plan in weeks and months. Traditional media works through repetition: people need to see or hear your name several times before it sticks. We set the schedule so the frequency is there, then track calls, visits, and branded searches through the whole run so you can see it building.
Book a free discovery call and we'll talk through your market, your budget, and which channels make sense for your business. If traditional media is the wrong fit right now, we'll say so.
Encore Marketing, 2837 NW 41st Street, Suite 310, Gainesville, FL 32606. (352) 234-6556. Monday through Friday, 8:30 AM to 5:00 PM.
