120 episodes
The Local Marketing Trends Podcast Gordon Borrell
-
- Business
-
-
4.3 • 23 Ratings
-
Hear two of the nation's brightest and sought-after advertising analysts -- Corey Elliott and Gordon Borrell -- identify the latest trends and make their predictions. This fast-paced podcast runs about 20 minutes and focuses on trends in local media, advertising, and marketing. The show typically touches on three or four topics, occasionally features a guest, and is always seasoned with critical analysis and wit.
-
How Young Adults Search Online for 'Local' Information Might Surprise You
Google may be the dominant search engine, but not within the ranks of GenZ. What are these 20-somethings using to look up products, telephone numbers, store hours, and event information? With Corey absent, Gordon turns the episode into a family affair by consulting his kids, a social media expert, and the ultimate authority – his wife.
-
It's the Email, Stupid
What will impresses advertisers these days? It's not your giant on-air or online audience. It's the size of your email list. In this episode, Corey & Gordon take a look at phenomenal progress some media companies have made in building up email relationships, and they suggest a lofty goal for those trying to prepare for the transition to 1st-party data sets. The show features an interview with email expert Creighton Green, co-founder of Audience.io.
-
First Step Chronicles, Part 1: How One Radio Group is Tackling GenAI
In the spirit of not wanting to drink from a firehose, Gordon & Corey kick off a series of podcasts looking at the first steps being taken to incorporate Generative AI into company operations. They talk with the president of a small group of radio stations in the Midwest who was surprised at his staff's reaction when he gathered them to discuss his thoughts on AI.
-
Cox is Scripting the Future of Local Television With Ambitious 'Neighborhood TV'
Could hyperlocal TV programming be the future of local television? Cox Media is headed in that direction, enjoying early success with its plan to expand television news coverage to dozens of neighborhoods surrounding North Atlanta and Charlotte, N.C. In this episode, Gordon & Corey discuss how 2024 is shaping up to be a breakout year for OTT, and how Cox's well-timed strategy to surround urban markets might be headed for a rollout in other markets. The show features an interview with Eric Kozik, Head of Development for Cox Media Group.
-
Pearls of Wisdom from a Remarkable Woman Who Might Be the World's Oldest Living Sales Rep
It's tough being in ad-sales these days. Even tougher remaining positive. With advertisers migrating to DIY platforms, "no" has been replaced by the sound of crickets. In this episode, Corey & Gordon turn to a woman they think might be "the world's oldest living sales rep." Mary Campbell gets up every day, hops in her Cadillac SUV, and drives to work with a refreshing attitude and some well-weathered words of advice for her fellow reps.
-
Deloitte Exec: Generative AI Will Have 'Enormous' (Good) Impact on Local Media
Gordon & Corey claim they've talked to "a lot of really smart people" about Generative AI, and now concur that the local media universe is on the precipice of big change. For verification, they turn to a bigwig, Deloitte Digital Managing Director Todd Brownrout, who offers his own take.
Customer Reviews
Great Local Media Podcast
Great podcast for informative, data-driven, and timely analysis on the local media landscape. Their survey data from local advertisers is extremely beneficial to any media, ad tech platform, or agency working to super-serve local businesses.
This podcast isn't for you. Unless you want to win at local advertising!
First of all, know that Borrell Associates collectively, and Gordon and Corey specifically, know their stuff cold when it comes to local media advertising. Their annual SMB survey administered through their media company partners is relevant, timely and accurate. And, it's data no media company I know can get their advertisers to share with them. So, Gordon and Corey are established experts in the data, forecasting, consulting and relevance of local media advertising- across multiple media.
That said, are they podcasting experts? No. That's not their primary mode of transmission. Their COMPASS data, their annual LOAC, their consulting and their LinkedIn and webinar shares of data and graphics are how they go to market. Does that mean they shouldn't try a podcast? Not at all. Those who say they shouldn't be doing this seem to me to be the same as advertisers who say 'I already reach my audience with X and Y media, I don't need Z.'. That may be true, but you don't likely find new audiences with the current media you've used for years. And Borrell won't necessarily find new audiences with the GTM channels I referenced above. And, even if you're not looking for new audiences you often need more frequency for your current audiences or could use one more touch point to solidify your relationship with them.
So, this podcast may not be for you. But, if you'd like to know more about what local advertisers are saying; if you'd like to hear various viewpoints on multiple media; if you'd like to hear about various advertising strategies or products; or if you just want to sharpen your advertising and media knowledge and expertise, then I submit this podcast is VERY MUCH FOR YOU!
I've listened to all four episodes so far, and look forward to more. If you think the podcasts can improve or if you want to hear about something specific, the best way to influence this nascent podcast is to submit a review and help Gordon and Corey know what their audience is thinking.
Stumblin ‘n mumblin’
Hey Amazon is a local threat u should pay attention to despite our guest pointing out that they abandoned Local Deals 3 yrs ago!
Did hosts ever realize they were referring to two completely different things ( Amzn partner tools/agencies vs consumer-facing products ) ?