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5 Capabilities a Good Vendor Must Have


The quality of your ad campaign depends on your choice of vendor. With many options available on the market, it can be tough to decide which company will best contribute to your success.

While all vendors promise a wide variety of services, only a few can tailor a campaign to suit your needs and offer a one-stop shop for your marketing needs. To figure out which one is worth your attention, you need to study their offer closely.

The following five capabilities are essential to the success of your ad campaign through both traditional and digital marketing channels.  

1. Radio Channels Across the Bay Area

The key capability of an ad vendor is a wide reach. When developing a marketing strategy, you want to make sure you can reach the majority of your target audience. Since your potential customers may listen to different radio channels at different times, so reaching all of them through one channel can be problematic.

For example, for full-time employed adults, the peak listening time is 7 AM while they are driving to work. For non-employed listeners, 3 PM is the peak listening time.

The Bay Area has a very large population of over 7.5million people across 9 counties.  It's impossible to cover it with a single radio station. That's why a Bay Area radio ad vendor must have access to different channels in various locations to ensure maximum reach.

2. Access to Local Influencers

With the right approach, influencer marketing can provide a 500% ROI (Return on Investment). Local influencers do an excellent job converting customers since they can relate to the local community and listeners’ everyday lives better than global influencers can.

That's why an ad vendor should have strong relationships with local influencers. Before making a choice, you should ask the company to share the list of influencers they work with, along with their social reach and followers.

With 63% of people trusting influencers more than they trust brand messages, it's imperative to make influencer marketing a part of your campaign. By collaborating with an ad vendor who works with local influencers, you are killing two birds with one stone while increasing your marketing ROI.

3. Diversity Reach

To reach your entire target audience, it's not enough to obtain a wide geographical coverage. The Bay Area is extremely diverse. Different areas have different racial/cultural compositions. Messages that appeal to one cultural segment may not influence the other. That's why many local companies are investing in multicultural marketing strategies.

Vendors should have a clear understanding of how to increase the diversity reach through radio and influencer marketing. They should understand which cultural and racial audience segments prefer, with the ability to show peak listening times.

With the right understanding of the diverse audience in the Bay Area, the right vendor can help you enhance your multicultural marketing campaign. If a vendor only reaches a portion of your target audience, you'd have to use multiple vendors.

4. Integrated Solutions

A top-notch vendor shouldn't focus on only one marketing channel like radio or digital ads. They should be able to integrate radio ads with video, display ads, email marketing, search engine marketing, and other digital marketing channels.

When it comes to Bay Area marketing, traditional and digital channels must be used simultaneously to increase reach and satisfy local consumer demands. Integration should lead to a consistent, seamless experience across all the channels your target audience prefers.


OTT (Over-the-top) videos are gaining popularity quickly. Instead of watching TV, people are turning to online streaming services like Hulu, YouTube, and Netflix because they offer more flexibility and easier access to preferred video content.

OTT ads give you an opportunity to reach a target audience of cord-cutters at the time when it's prone to your marketing message.

If a vendor offers integrated solutions but fails to take full advantage of the newest marketing channels, working with them could hold your campaign back. A good ad vendor should have knowledge and experience in running OTT ads and should always be looking for the next new digital opportunity.

5. Transparency

The key to a successful collaboration is transparency. When you are working with several marketing partners, the lack of clarity can make it tough to make the right choices.

A good vendor should provide transparency when setting up the marketing process and reporting on its success. They should give you an opportunity to follow specific metrics to monitor the campaign and make the appropriate optimizations when necessary.

The relationship between you and the vendor is a partnership. A transparent approach can contribute to a trusted and long-term relationship.

Choosing a Good Vendor to Streamline Your Marketing Campaign

Good vendors go far beyond giving you access to radio ads and local influencers. They should have an excellent understanding of successful marketing channels and help you get the most out of integrated solutions.

The vendor you choose should offer a wide audience reach across the entire Bay Area while catering to various cultural and racial segments. Most importantly, your vendor needs the transparency required to have a healthy partnership with your company.

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Steve DiNardo
Steve DiNardo
With over two decades of experience in Bay Area marketing & media, Steve DiNardo has helped hundreds of local clients solve their marketing problems. His experience in multi-platform marketing includes the creation of iconic experiential, digital and traditional media properties.

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