On Sale, Due Now
“On sale, due now” is how we summarize almost every advertising sales email out there. They go something like this:
Dear [Busy Marketing Professional],
[Blah blah] great opportunity…highly popular with your audience...very low cost to you… Offering this to other potential advertisers who have expressed interest…we need commitment right away [or else?].
We love a good deal as much as the next person, but if an ad space is cheap and due immediately, you’ll want to stop and think twice about its value.
The way we look at it, advertising placements should rarely be made off the cuff. Driving results through advertising starts with a well-founded media plan that marries primary business goals to the media strategies and tactics that (based on research) set you up for success.
And then comes a new challenge – what IS success when it comes to media? Hint: it isn’t a dry output of Impressions, Cost Per Click, Click Through Rate, etc.
In short, here is our philosophy to media and how we set our clients up for success:
1. Stick to the Plan.
“A goal without a plan is just a wish.”
― Antoine de Saint-Exupéry, French writer, poet and aviator
We love to get behind strategically designed, highly targeted media campaigns that are set up to drive clear results. One-off placements in remnant space aren’t out of the question, but ideally you have a pre-planned contingency budget for these. You’ll also want a checklist to ensure each of these placements complement your core business goals. If not, let it go!
2. Give it some fuel.
“Without promotion, something terrible happens…nothing!”
– P.T. Barnum
Daniel’s favorite analogy for paid media is “gas in the car” and it makes perfect sense. Creative is the car, the look and feel. And your media budget is the gas, how far you can go. We know each client has specific goals of course so we come ready to support anything from a Hummer to a Prius.
3. Stick to the Plan (Pt. 2)
“If you really look closely, most overnight successes took a long time.”
― Steve Jobs
Media campaigns are not a “set it and forget it” deal. It takes time for campaigns to reach maturity after launch. Then clarity and accountability with reporting and analytics allow campaigns to be optimized for performance and channel efficiency. Media campaigns should be actively monitored week over week, month over month, year over year.
Ready to get in front of your audience? Drop us a line and we’ll chat media strategy.
Our Media Planning & Buying services include:
/ Media Strategy
/ Media Planning & Buying
/ Industry Research
/ Geofencing & Geotargeting
/ Opportunity Assessment
/ Budget Recommendations
/ Custom Audience Targeting
/ Cross-Media Budget Allocations
/ Vendor Management
/ Data Analytics & Insights
/ Campaign Optimization
/ Creative Design
/ Traditional & Digital Media Expertise:
- Social Media Advertising
- Display Advertising & Remarketing
- Mobile Geofencing
- Native Advertising
- Premium Video
- Search (SEM)
- Cable & Broadcast
- Billboards & OOH