Jessie Wiegand
News & Media Director at WGRT 102.3 FM
Website Address: www.wgrt.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Jessie Wiegand from WGRT 102.3 FM. To learn more check out www.wgrt.com.
What is the biggest change in marketing that you see coming in the next 2 years?
I see a drift back to a more local focus. People are interested in getting news and information from a source they know and trust, and it matters to businesses that the people advertising for them are personally invested in their success.
Are their any trade organizations or groups that you belong to?
Michigan Association of Broadcasters, Blue Water Area Chamber of Commerce, Economic Development Alliance of St. Clair County, Downtown Port Huron Business Collaborative, Woman’s Life Chapter 810, Unlabel’d, Leadership Team Member of Foundry Port Huron
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
We are a local radio station that sells on-air commercials and social media promotions to customers, so we are an important part of the marketing mix for our customers while also having to market our own business.
When customers come to us, we offer a broad perspective of the business in our area. We help them find the things that make their businesses unique and craft ways to express them to our listeners.
We also represent multiple businesses in a sector, so our job isn’t to stomp out their competition but to showcase the best of all of our customers. We leverage our expertise and our audience to their advantage; we get them out of their own bubbles.
What is one tip that you would give when it comes to media planning?
Think of advertising in a long-term rather than short-term sense. Build a foundation of consistently presenting yourself to your audience, and you will build trust.
