Face it…Media buying can be overwhelming.
Purchasing and placing media is more complicated than simply talking to a television or radio station and then asking them to place your advertising. It consists of everything from research and strategy to placement and contract negotiation. The following is a crash-course “Media Buying 101” – tried and true tips to a successful experience.
Step 1: Getting Started
So, your boss has asked that you create a new marketing campaign for a new service, product or initiative within your organization. Great! You know what you’ve got to do, so let’s get cracking.
Step 2: Do Your Background Research on your target audience.
As a marketing director, you already know the demographic you are serving, but determining the specific audience for your campaign means delving deeper into the demographic you serve and determining the subcategories for your particualr marketing initiative. Some areas to review are:
- Family dynamics
Step 3: Develop a Competitive Analysis
If you already work with a media representative, ask them to share with you the best performing ads, placements and trends for your competition. If you don’t know where to start, get a marketing consultant to help. Then, use this data to help determine the best time to run, media vendor(s) to use and the highest GPR, reach and frequency for your ad campaign.
Step 4: Determine Placement
Once you’ve determined where the best opportunity is to reach your demographic, it’s time to buy the placement. You can buy direct or work with an ad agency to buy your media. Agencies have pre-existing relationships with media outlets and offer the same pricing as direct buys, but with the advantage of experience. You can also buy the media yourself, but remember the time constraints – you will need to monitor, pay and scale the media process. Make sure to allocate the time you need to do this.
Step 5: Negotiate Your Buy
Hopefully, this post has given you a better understanding on how to research and place your media placement experience. If you’re interested in learning more, contact us today for a free media placement consultation.