In battle, you want to stick every guy where he can do the most damage. Every soldier wasted could spell disaster. Advertising is the same way; you can’t afford to funnel your dollars into some hole where they’re not needed. To keep this from happening, you need a good media buyer.
The art of media buying is about getting your resources positioned to strike. We know you have a finite amount of dollars in your advertising budget, so the first thing we do is get you a good deal. We’ve spent years developing relationships with media outlets like outdoor vendors, radio stations and television networks. When you come to us, we’re prepared to leverage those relationships. It’s all about who you know, as the saying goes. We bring negotiation to the table, making sure you get the best rate. We can get you more buying power than you could on your own.
Next, competent practitioners of media buying—like us, of course—help you come up with the right strategy. Simply put, strategy means knowing when and where to strike. You have a lot of different media at your disposal, but you don’t necessarily need all of them. Television is strong, though today’s consumers can often fast-forward commercials. Radio, a medium that doesn’t use visual imagery, has its own set of challenges. Billboards can be powerful tools, but their messages must be quick enough that fast-moving drivers can take in the whole thing. Social media and other new methods can be disastrous if not handled properly. Poor media buying strategy is like bringing a sword to a gunfight; it’s not going to work out that well for you.
That’s why it’s important to have a well-thought-out plan. We can help you figure out the best times and places to reach your target audience. Different demographics prefer different kinds of media: is your target market more likely to receive your message via their smartphones? If you’re trying to reach the younger generation, who live their lives between tweets and posts online, that may be the best bet. Or if you’re aiming for those who are hesitant to embrace newer technology, the old ways might be best and a good newspaper ad may serve your purposes. We bring the expertise and the research skills you need to match the message to the people. We’ll create the media mix that maximizes your campaign’s effectiveness. Not to mention your marketing dollars.