Media Planning
My Favorite Media Placement
Connecting with the market and standing out from the clutter are typically an ad creative issue. However, McDonald's, in my favorite media placement, managed to do both. Consider where people are looking while walking up the stairs from the subway - down at the stairs. In London, McDonald's had its red and yellow logo painted on every step leading from the underground to the street level. That is the kind of breakthrough creativity we admire at epr.
The advertising resource SRDS needs more than 1,200 pages to list U.S. business publications and more than 1,000 to list U.S. consumer publications. The public relations resource Bacon's details 18,000 U.S. newspapers, 12,000 radio stations and 3,400 TV stations. Add outdoor advertising and millions upon millions of Web sites, blogs, ezines and social media opportunities and it is easy to see why even the most experienced media placement companies seem as bewildered and overwhelmed as some of their Clients. I saw a veteran of America's largest media firms paralyzed by the responsibility of planning an ad campaign blending TV, print and the Internet. At epr, we recognize the awesome responsibility we have as asset managers and take pleasure in squeezing stellar returns out of every dollar invested.
Our approach cuts to the chase:
- Who is your market?
- How do we reach them - with impact?
(This is where sales-fluff would normally go.)
What we do works very much like this:
- Meet with Client
- Research and assess opportunities throughout traditional and online media
- Devise media strategy to deliver frequency, control costs
- Evaluate the budget - investing too much? Or not enough to achieve goals?
- Negotiate with media representatives to secure favorable rates and value-added programs
- Recommend media plan
- Recommend measurement tools to build into ad creative
- Manage credit applications, contracts and placements
- Take responsibility for securing compensation in the event of publisher's error
- Recommend follow-through steps to convert advertising leads into sales
- Send ad tear sheets to Client and Client sales team, if desired
- Monitor budget
- Present additional opportunities throughout the year
If your marketing budget is unlimited then advertise anywhere and everywhere and enjoy tracking any results. If you need to carefully allocate your marketing budget, account for the results of each dollar invested and determine the ideal media for your advertising from among a wide variety of print, online, broadcast, mobile, outdoor and other opportunities then consider working with a professional media planner at 908.479.4231.
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