The Local Marketing Trends Podcast

Hosted by Gordon Borrell

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Episodes

178

Latest episode

Nov 2026

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About the show

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.

Listen to episodes

60 recent

November 2, 202625 min

Small Businesses Have a Big Lead-Gen Problem

Small businesses are focusing more on generating leads, yet their confidence in those efforts has plunged to a nine-year low. Gordon and Corey unpack surprising new Borrell research with vcita CMO Rachel Shapiro, revealing why advertising may not be the problem, where leads are being lost, and how media companies can turn this frustration into new revenue opportunities. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

October 19, 202629 min

Why This Little Diner Spends Millions on Advertising

Gordon and guest co-host Jim Brown explore what media sellers miss when they size up a business by its storefront instead of its ambitions. This episode's the focus is a roadside diner in rural Virginia that became an international business spending millions every year on advertising. Virginia Food Group’s Lydia Pittman explains how search, streaming TV, podcasts, traditional media and AI are shaping its marketing efforts.. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

October 5, 202626 min

We Wrote Some Terrible Jingles. Then We Called a Professional

In this episode, The Jingle Man himself shows up to critique a few podcast jingles authored by Gordon & Corey. (Warning: This show contains earworms so horrible they'll be bouncing around inside your eardrums for days.) The show addresses whether AI might replace jingles, and how the proliferation of digital audio and video has brought new life to the art of jinglemaking. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

September 17, 202626 min

How Local Marketing Built a Legend: The Cheerwine Story

How does a small-town soft drink become a national brand? Cheerwine VP of Marketing Joy Harper — the founder’s great-great-granddaughter — tells the remarkable story of how a Salisbury, N.C., beverage grew from a local favorite into a brand available nationwide. She shares how Cheerwine combines old-school tactics like radio, outdoor advertising, and sampling with digital targeting, influencers and a passionate ambassador program. Hosts Gordon and Corey uncover some surprisingly useful lessons for agencies, media companies, and local businesses trying to find — and grow — the latent “Cheerwines” in their own markets. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

August 24, 202630 min

CEO's Prediction: National Video Advertisers Will Start Buying 'Local'

National video advertising may be on the verge of a dramatic shift—and local media could be the biggest beneficiary. Locality CEO Michael Collins explains why national brands are beginning to think market by market and predicts just how much money could follow. Brace yourself -- it's a big number. Gordon and Corey explore how local agencies and media companies should prepare. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

July 21, 202625 min

How a Small-Town Idea Became Big, Thanks to One Radio Show

As part of a continuing series on how marketing made small ideas big, this episode focuses on an unlikely suspect -- a retired sheriff's detective with a passion for history. West Virginia native David Taylor created a unique heritage project that might have remained a personal hobby, except for a two-hour radio interview one Sunday morning. Gordon and Corey explore why this story perfectly illustrates an enduring truth about marketing: great ideas still need the right amplifier, and sometimes that amplifier isn't a fancy campaign on streaming platforms or social media — it's a simple kick-start in trusted local media. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

June 22, 202625 min

Yes, AI May Eventually Replace Ad Sales Reps

Will AI replace ad sales reps? The answer increasingly seems to point to yes. In this episode, the head of IAB's Tech Lab, Anthony Katsur, warns that AI is becoming capable of handling media planning, budget allocation, and campaign analysis, potentially allowing publishers and agencies to do more with fewer salespeople. How soon might that happen? Corey & Gordon unveil new research indicating AI adoption of advertising tasks are progressing more slowly among local advertisers than most think. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

June 8, 202632 min

From Small Local to Big Global: Jelly Belly Creator Tells His Story

What does it take to turn a local idea into a nationwide phenomenon? In this episode, Gordon and Corey kick off a summer series exploring products that started small and went big with the right marketing. Their guest is David Klein, creator of Jelly Belly, who reveals how an $800 investment and some unconventional tactics helped transform a tiny candy into a global brand. Gordon & Corey unpack the marketing lessons every local business can learn about publicity, storytelling, and punching above your weight. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

May 25, 202628 min

Will Relaxing Media Ownership Rules Benefit Local Advertisers?

Local broadcasters have been pressuring the FCC to ease up on ownership restrictions so they can more handily compete with out-of-market digital competitors. But won't consolidation lead to fewer choices for the businesses that support radio and TV -- local advertisers? Gordon & Corey take the issue to communications attorney David Oxenford from Wilkinson, Barker, Knauer LLP, who weighs in with his opinion on how consolidation will affect digital competition, local newsrooms, consumers, and advertisers. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.

May 18, 202631 min

As AI Search Explodes, What Happens to SEO Budgets?

As consumers turn to ChatGPT, Gemini and other AI tools for product research, advertisers are scrambling to retain visibility. In this episode, Gordon and Corey explore whether SEO budgets are shifting toward AI optimization. The podcast features an interview with Semifi CEO Patrick Briggs, who explains why AI optimization may become a core part of every marketer’s toolkit. The conversation covers the future of search, the growing role of social content in AI visibility, and why marketers should prepare now for a rapidly expanding AI-driven search ecosystem. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like the episode, leave us a review! Want to join the conversation? Share your comments at borrellassociates.com/podcast.